Phase 1 – UX Research
The project was divided into two phases: the first focused on insight gathering, and the second on concept development and validation. This structure was chosen because IT security is a complex domain, and we wanted to ensure a deep understanding of customers’ needs, behaviors, and expectations regarding Telia’s security service. To achieve this, we used methods such as desktop research, user safaris, and an extensive interview study.

Desktop Research

To map the current state and identify pain points, we conducted desktop research. I was responsible for documenting existing communication across email, web, and the app, as well as reviewing different offers and compiling everything into customer journey maps. All material was collected in Miro, which made it easy to compare flows side by side and identify both similarities and discrepancies.

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User Safari
The next step was a User Safari, where the team personally purchased and used the service in daily life to experience it from a real customer perspective. Pain points, unclear elements, and visual flows were documented, along with order confirmations and “getting started” information.

Interview Study

To complement our initial insights, we conducted an extensive interview study that included:

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• In-depth interviews with 20 participants from the target groups: senior customers, families with children, and young adults.
  The interviews were carried out via MS Teams, where we presented the app UI, email flows, and web communication. We also asked participants to rank different security threats based on what they perceived as most concerning.
   

• Internal interviews with customer support, in-store staff, and telemarketing sales teams to understand internal perspectives, common customer issues, how the service was communicated in sales dialogues, and what training materials were available internally.
   

• Analysis of support calls, where we listened in on real customer cases to identify recurring issues and common resolutions. This helped us understand the most frequent problems and how they were handled.

Trigger material used in the interviews

Phase 2 – Concept Development and Validation
The second phase focused on translating the insights from Phase 1 into concrete solutions and validating them with real users. The goal was to ensure that the concepts effectively addressed the identified needs before implementation. During this phase, we worked closely with F-Secure, Telia’s IT security partner, and their design team, enabling discussions around our insights and the IT development requirements we identified.

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Concept Development
We created design proposals in Figma based on the insights gathered in Phase 1. For the app and web, we developed simplified prototypes, while for email communication we designed new layouts and improved text content. We also developed a new UI for the app, added features such as BankID login, and proposed an improved customer activation flow with clearer layout and communication.