Iris.mar 2024 - may 2026
Note: As the project is still ongoing, certain details, images, and processes are subject to confidentiality agreements and have therefore been omitted from this portfolio. All content included here has been reviewed and approved by the relevant stakeholders.
Background
IRIS (Integrate Research into Industry Solutions) was initiated by me after identifying an opportunity to strengthen Telia’s Customer Experience (CX) efforts by working more closely with academic research to anchor development initiatives. The project began in March 2024 with a preliminary study exploring how Telia could help prevent phone fraud targeting older adults. In 2025, the project expanded through collaboration with Halmstad University and the Swedish Police Authority.
The project adopted an exploratory approach and utilized a wide range of methods including literature reviews, research studies, interviews, prototyping, user studies, workshops, and pilot testing. With the purpose to investigate new services, features, and processes aimed at reducing phone fraud in Sweden.
Interviews
The project began with extensive groundwork, including interviews with customers, Telia’s internal security experts, and product developers. The goal was to understand the context, customer expectations of Telia, why individuals fall victim to phone fraud, how they are affected, and the consequences of these incidents.
The interviews were documented and analyzed thematically in Miro, providing a clear overview of recurring patterns and problem areas.
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Surveys
To validate the insights from the interviews, we conducted a comprehensive survey. Over 400 responses were collected and analyzed, enabling us to quantify previously identified insights and apply statistical methods to strengthen our conclusions. The surveys also revealed new information that complemented the interviews.
Design Concepts
Based on insights from interviews and surveys, we developed design concepts aimed at preventing phone fraud. The concepts were presented using prototypes and storytelling to illustrate how they could be implemented and the value they would create.
Prototypes used in storytelling to convey design concepts
Focus Groups
Given the complexity of security and particularly the challenge of combating phone fraud, we chose to validate our design concepts through focus groups. We invited senior customers to Telia’s Solna office, where we hosted informal discussions over coffee about phone fraud, related concerns, and personal experiences.
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Using storytelling, we presented our concepts and gathered feedback to identify strengths and weaknesses.
The insights from these sessions were used to iterate and refine the concepts before finalizing them and defining requirements for development.
Scenario cards used during focus groups
Personas
Throughout the project, we worked extensively with personas to ensure a user-centered approach. Personas also helped us clearly communicate insights to developers and stakeholders who were not directly involved in interviews or focus groups.
Some of the personas developed during the project
User Studies
After the design concepts were approved, a high-fidelity prototype was developed and tested in user studies. Participants interacted with the prototype and provided feedback through interviews and practical tests.
The studies led to minor iterations and the identification of several bugs, ensuring the final solution was both functional and user-friendly.
Live Pilot
After further iterations, we launched a live pilot where a group of senior Telia customers used the prototype in their daily lives for one month. The goal was to collect feedback based on real-world usage and quantitative data, as well as to test the prototype over time.
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During the pilot, participants documented their experiences in diaries, including notes on calls and interactions. Some participants were also invited for in-depth interviews to gain more detailed insights.
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Several workshops were organized to give participants the opportunity to influence the final concepts and provide feedback for future development.
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To quantify the pilot’s results, usage data was collected, showing how the prototype was used in practice both from the customer’s perspective and within backend systems.
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