Redirecting a smart-tech strategy

A major UK telco was preparing a large smart-tech investment built around a customer need it had never tested with real households.

To redirect the strategy:

1. 01

   Diagnose

   Took prototypes of the proposed solution into 25 households and found it missed their higher-order need.

2. 02

   Design

   Pivoted the proposition as a whole, shaping the customer value and experience around that higher-order need.

3. 03

   Prove

   Retested the new proposition with households before any scale investment.

4. 04

   Scale / Kill

   Stopped the original direction and took the validated proposition forward.

• An estimated £2B+ steered away from the wrong customer need
• A smart-tech strategy rebuilt around what households actually needed
• A proposition validated with customers before any scale spend