Telenor Serbia & Montenegro –
Building Trust Through One-Screen
Client: Telenor SRB/MNE
Role: Design Researcher (Designit)
Year: 2015
Overview
In 2015, Telenor aimed to deepen customer relationships in Serbia and Montenegro, where mobile users still held low digital expectations and analog mindsets dominated. As a lead researcher, I conducted immersive fieldwork and service audits across markets, uncovering surprising truths about customer trust, service perceptions, and the readiness for digital migration.
Key insights
Customers were satisfied with basics (service, network, handsets), but had very low expectations of digital engagement.
Analog habits prevailed, with agents acting as the primary touchpoint for all interactions.
Agents were skilled but under-equipped, lacking tools to offer more proactive support.
Signs of distrust in the brand were emerging—customers felt under-informed and disconnected.
There was untapped potential in extended digital services—customers were ready, if guided.
Strategic direction
We designed One-Screen, a shared digital product for agents and customers. By surfacing the same real-time information on both sides, One-Screen transformed the retail interaction into a transparent, co-owned dialogue. It shifted the agent from a gatekeeper to a trusted advisor.
Impact
One-Screen became a core service tool and cultural shift for Telenor—simplifying processes, strengthening trust, and anchoring the brand in a new digital relationship model.