Designing a customer experience to disrupt the U.S. internet industry
Sony had successfully built a leading fiber internet business in Japan and saw an opportunity in the United States. But entering the market wasn't enough. The challenge was convincing consumers to switch from providers they already disliked to a new brand they had never considered for internet service. Our team was brought in to define a customer experience capable of changing that equation.
The Opportunity
Internet is essential. Loving your provider isn't.
While most providers competed on speed and pricing, Sony saw an opportunity to differentiate through something harder to copy: a customer experience people genuinely trust.
Translating Research into Experience
Turning customer needs into a customer experience vision
Working alongside Human Insights and Strategy teams, we helped translate customer research into an end-to-end experience strategy. Together, we identified opportunities across the customer journey and shaped a Target Customer Experience that aligned user needs with Sony's business ambitions.
Designing a Category-Defining Experience
From strategy to tangible experiences
Using the Target Customer Experience as a blueprint, we designed future-state journeys, workflows, wireframes, and digital concepts spanning discovery, onboarding, account management, and support. The result was a customer-centered vision for how Sony could differentiate in a crowded market.
Outcome
From vision to execution
Our team created an end-to-end customer experience strategy, future-state journey framework, and scalable web and mobile design system that helped bring Sony's customer-first fiber vision to life. The work provided a foundation for future product development and market entry.
Client: Sony
Role: Lead UX/UI Designer
Timeline: 2023-2024
Team: Human Insights, Brand Strategy, Growth Strategy, Experience Design
Outputs: Jobs To Be Done, Experience Strategy, Customer Journey Vision, Experience Principles, Customer Portal Concepts, UX/UI Frameworks