Title	TURKCELL PLATINUM MOBILE APP
Brand	TURKCELL
Product/Service	UX AND UI DESIGN OF TURKCELL PLATINUM MOBILE APPLICATION
Category	A03. MOBILE APPLICATIONS
Entrant Company	FJORD DESIGN Istanbul, TURKEY
Advertising Agency	FJORD DESIGN Istanbul, TURKEY

Name	Company	Position
Burcu Arsoy	Fjord Design/Innovation From Accenture Interactive	Senior Interaction Designer
David Graham	Fjord Design/Innovation From Accenture Interactive	Senior Visual Designer
Zeynep Falay Von Flittner	Fjord Design/Innovation From Accenture Interactive	Service Design Director

Creative Execution

We first conducted a qualitative user research with Turkcell Platinum users. Then we built a team of Fjord designers and Turkcell stakeholders from business, technology, and marketing departments and conducted ideation workshops. After we agreed on the key features of the service, we started creating wireframes and visual design. The brand already had a visual identity for offline, so we modified it for digital platform. After the detailed design for both iOS and Android platforms, we built a hi-fi prototype to have a representation of the concept and UX to communicate with the stakeholders and to get approval before development.

- %70 percent of Turkcell platinum subscribers have downloaded the mobile app, making a sum of 150.000 downloads for iOS and Android. - 78.000 codes were redeemed via Platinum app. When compared to codes received via SMS channel, codes redeemed from the mobile app experienced an increase of 20% in utilization. - 261 leads were created for prospective Turkcell customers. - Package sales via app brought revenue increase for Platinum segment. - Researches revealed that satisfaction increased by 20% among members and awareness jumped by 120%.

Turkcell Platinum is a loyalty club for premium Turkcell subscribers. It's an exclusive club with lots of benefits such as free valet services, 24/7 support assistant, free cinema tickets, and lots of discounts in premium brands and places. Some of the members simply were not aware what Platinum Club has to offer to them and hence could not benefit fully. More than 90% of customers were using smartphones so we decided to reach out to them there to increase the awareness for the benefits and satisfaction of club members. Our goal was to increase Turkcell Platinum customers’ awareness and loyalty to the club. We wanted to prove club members that Turkcell Platinum’s benefits are value-for-money indeed. For this aim, we had to understand members’ needs and provide solutions accordingly. To be precise, we wanted to make Platinum Club’s benefits more accessible.