MTS

Buying a mobile phone can feel like an overwhelming, jargon-heavy experience so MTS came to us to understand how their offer was being framed in the minds of their customers.

Applying our Connection Point design research approach, we uncovered the positive and negative frames consumers had for the technology presented in the in-store experience. On the positive side, they associated it with a Swiss army knife, a tool with multiple applications. Wide open spaces and unlimited resources were also surfaced. However, negative associations included sensations of overwhelm, isolation and a lack of control.

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This design helps us answer our customers' questions, demonstrates MTS' leading technology and supports customers with their service concerns.
Kevin Shepherd, President, MTS

Made in Manitoba

Technology, when framed and presented poorly, left MTS's customers feeling confused and overwhelmed with too many options.

They felt alone and isolated without the right information at the right time to support them on their buying journey; they felt out of control. But, when framed and presented compassionately, technology became a Swiss army knife; a useful all-purpose tool that could solve a multitude of problems. It could open doors to limitless resources and evoke the same sense of possibility that Manitoba's wide open prairies do.

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Wide open spaces trigger the frame of unlimited resources in a positive way

Wide open spaces trigger the frame of unlimited resources in a positive way

Made in Manitoba

Technology, when framed and presented poorly, left MTS's customers feeling confused and overwhelmed with too many options.

They felt alone and isolated without the right information at the right time to support them on their buying journey; they felt out of control. But, when framed and presented compassionately, technology became a Swiss army knife; a useful all-purpose tool that could solve a multitude of problems. It could open doors to limitless resources and evoke the same sense of possibility that Manitoba's wide open prairies do.

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The offer is chunked into manageable portions eliminating overwhelm

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Help is easily accessible, MTS sales associates are ready to help

Better understanding the customer totally transformed what got designed.

Applying our Connection Point research approach, we uncovered the positive and negative frames consumers had for the in-store experience, changing what got designed.

Connection Point illuminates the non-conscious impressions, feedback from the senses, and even split-second mental simulations of forms and shapes that factor into how people respond to a place. And in turn, how places nudge people to think or behave in certain ways.

Connection Point illuminates the non-conscious impressions, feedback from the senses, and even split-second mental simulations of forms and shapes that factor into how people respond to a place. And in turn, how places nudge people to think or behave in certain ways.

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