Title	GNCTRKCLL MOBILE APPLICATION
Brand	TURKCELL
Product/Service	UX AND UI DESIGN OF GNCTRKCLL MOBILE APPLICATION
Category	C02. VISUAL DESIGN/AESTHETIC
Entrant Company	FJORD DESIGN Istanbul, TURKEY
Advertising Agency	FJORD DESIGN Istanbul, TURKEY
Advertising Agency 2	WANDA DIGITAL Istanbul, TURKEY

Name	Company	Position
Burcu Arsoy	Fjord Design/Innovation From Accenture Interactive	Senior Interaction Designer
Nazli Kaptan	Fjord Design/Innovation From Accenture Interactive	Visual Designer
Elvin Tuygan	Fjord Design/Innovation From Accenture Interactive	Business Design Lead
Zeynep Falay Von Flittner	Fjord Design/Innovation From Accenture Interactive	Service Design Director

Creative Execution

We had a limited time for this project so we wanted to try a different approach: We build a team of Fjord designers and Turkcell stakeholders from business, technology, branding, and marketing departments. We divided the app concept into 4 parts and dedicated one week to each part. We started every week with a 2 day long co-creation workshop with the client and explored the ideas and made quick decisions. Then we created quick wireframes which we prototyped in the last 3 days of each week. With a very lean approach we built different sections on top of each other.

In a one month period, the application reached 100,000 downloads and 92% of these have been active users. In this time period, through the app more than 250,000 interaction occurred. In total, 212K badges are won. The Gencaver (live chat support) is used 2500 time /day. The app has 4,5 stars in iOS App Store and Google Play.

As a market leader and premium brand, Turkcell aims to offer more value for the young customer segment and reinforce brand loyalty. They want to reinforce the brand positioning, to improve retention and loyalty, as well as to reward the loyal customers. We collaborated with Turkcell for designing a service for their youth segment. From the user interviews we’d done with young people of Turkey; we realised that they want to gain control of their expenses, to engage with their friends, and to belong to a community. We explored how to learn about their behaviours, and how to create a living community. We wanted GNCTRKCLL app to become a dynamic and living platform where the customers would feel the need to be active. We build the app concept on top of a gamification strategy with a very dynamic content where users can win badges and rewards for their behaviour.