Redesigning T-Mobile phone bills to reduce customer service calls

A Design Council case study illustrates how a people-centred redesign of the T-Mobile phone bill has resulted in customers being substantially less likely to phone customer services for help understanding their bill.

Although the user research was limited, it was effective:

“‘We used T-Mobile employees and family members to gauge opinion on what we’d done halfway through the project,’ explains Boag [of Boag Associates, an information design consultancy]”.

This user feedback was taken on board before the finished bills went live with a series of radical new enhancements.

The article is not very clear about the results: according to the image caption, customers are 11% less likely to phone customer services for help understanding their bill, but deeper down in the article the percentage is from 31% to 22%.

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