Optimizing Service Journeys for International Users

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CLIENT/PRODUCT:

LG U+, Digital Platforms

TYPE:

CONSULTING

DURATION:

6 months

ROLE:

UX RESEARCH & STRATEGY

Optimizing Service Journeys for International Users

See It Live

LG U+ is South Korea's leading telecommunications service provider. In 2021, the company formed a TF team to address a key concern: their competitors were capturing a larger share of the foreign customer market. LG U+ suspected the barrier was in their digital channels (website, mobile application) and requested consulting in redesigning their online channels for greater usability and retention.

[Large image placeholder: Current-state foreign customer website/app screenshots with callouts]

challenge.

Improve accessibility and usability of LG U+ digital channels to attract and retain international users, while strategically addressing the broader end-to-end customer journey.

design.

We reframed the project by conducting holistic user research and benchmarking:

As-is analysis : LG U+ website/app pain points
Competitor benchmarking: KT and SKT foreign customer channels.
Global benchmarking: Carriers like Verizon & CircleOne → understanding user mental models
Adjacent services: Compared onboarding in financial services (3 major banks in South Korea).
User research: Stratified foreign customers by visa type, language proficiency, country of origin, and digital literacy.

Key Solutions:

Proposed role-and need- specific service flows rather than one-size-fits-all.
Designed end-to-end service journey from pre-arrival research to service termination.
Recommended multi-channel strategies (digital + offline) to support different user segments.

[Large image placeholders: Competitor benchmarking visuals, user journey segmentation, redesigned service flow]

Optimizing Service Journeys for International Users

challenge.

design.

results.