Work
Renewal of Elisa's digital protection services
Finding competitive advantage in a challenging market
Elisa introduced a new digital protection service – Elisa Tietoturva – for consumer customers in early 2024. I was fully involved in its concept and development, contributing significantly to its value proposition, productization, commercialization and strategic planning.
Background
Elisa has offered digital protection services with F-Secure, targeting both consumer and corporate customers. Despite customer satisfaction, evolving customer needs and industry shifts prompted a revision of these services to maintain revenue.
Project Model
A three-person team was formed, consisting of a Senior Business Manager, a Business Manager and myself as the Business Design Manager. My role was to incorporate customer orientation, design thinking and data-driven decision making. We worked flexibly, focusing on merging three existing digital protection services into an all-in-one service, aiming to differentiate Elisa in the challenging market.
Objectives
The following objectives were set to measure the success of the outcome:
- Customer-centric: easy to buy and use, better customer satisfaction.
- Business-focused: easy to sell, competitive features & pricing, expanded customer base, reduced service issues.
- Brand-oriented: enhancing Elisa's brand perception and awareness as a leading digital protection provider in Finland.
Research
Initial research efforts included in-depth customer interviews and focus group workshops to understand needs and perceptions, followed by market research on the competitive landscape, prevalent trends, and customer preferences. We quickly formed a unified vision that the industry was moving towards an all-in-one solution, and we had to adapt to keep up.
Key moments of truths in the project, aimed at finding insights to maximize customer satisfaction and minimize business risks.
Subscription Plans
A collaborative Design Sprint workshop helped refine the service vision, which was validated through external market research and feedback from customer-facing staff. The final subscription plans of the service were tested at Elisa Raati – a customer panel – to fine-tune the service details.
The final subscription plans for the Elisa Tietoturva service were developed using a tiered pricing strategy, offering Good, Better and Best options with a range of features and price points to target various customer segments.
Outcome
The project culminated in the launch of Elisa Tietoturva, which leveraged thorough customer and market research and strategic planning to minimize business risks and ensure a competitive advantage in the challenging markets. The launch has shown promising signs of increased service adoption and improved customer retention. On average, customer satisfaction has risen by 25 % since the launch.
Reflection
My role was pivotal in steering the project toward customer-centric solutions and digital innovation, ensuring the service aligned with market needs and Elisa's strategic goals. This project provided an excellent opportunity to utilize my business design and strategic planning skills. ▪
Methodologies
Business design, design thinking, value propositions, application & product strategy and design management.