Enabling capability within Telstra NBN Service to deliver on a new customer experience vision

Telstra used Huddle’s service prototyping techniques to enable the ideal National Broadband Network (NBN) customer experience.




Desired outcomes

Building capability

Customer experience

New Value Creation

  • Huddle was engaged to establish a vision for an end-to-end service experience strategy for Telstra NBN.
  • A collaborative way of working was used to approach the intensive time-frame.
  • Huddle used qualitative research to establish customer expectations and stakeholder responses.
  • Design techniques such as customer personas, scenarios, brainstorming and prototyping led to a service enactment day to establish focus on Telstra’s delivery of the service across Australia.
  • The outcome of customer-centred service innovation was broadly welcomed within the organisation and could be applied with relevance and enthusiasm by the Telstra team to create action.


This project was a natural extension of the NBN Customer Experience Vision that Huddle and Telstra had co-designed. Huddle was engaged to establish a vision for a common end-to-end service experience strategy for NBN within Telstra. The strategy aimed to provide a seamless and effective service experience to customers, and provide a common vision of the service experience strategy for Telstra team to establish internal capabilities of building and prototyping future services.

The challenge—How to engage and mobilise an organisation around a new Customer Experience Vision to design and deliver the right capability?



The project team were provided with an opportunity to demonstrate and promote a collaborative way of working throughout the organisation within an intensive time-frame. Huddle worked closely with Telstra to gather insights, new ideas, opportunities and organisational capabilities to enable the NBN customer experience vision.


We held internal interviews with key stakeholders from Telstra, user research workshops to validate findings and identify expectations, current gaps and painpoints, and conducted workshops to establish an ideal customer service journey.


The team used a number of design techniques such as developing customer personas and scenarios, prototyping and stakeholder brainstorming sessions to draw out this information.

Huddle then synthesised these findings into one consolidated service capability blueprint. 

Outcomes from stakeholder discussions and the consolidated findings acted as preparation for the service enactment day. The day brought together 50 people from across Australia to focus on what Telstra needs to do to deliver the ideal customer experience as the NBN is implemented across the nation. This enabled the service to be brought to life and prototyped through each stage of the service journey.


Enabling capability to embrace customer-centred service innovation: The NBN team was delighted with the result and the momentum the day generated within the group, and the ongoing relevance to the broader organisation. Huddle’s approach provided participants with the opportunity to work together and deliver a successful outcome within a condensed time-frame. As they experienced the value of cross-collaboration a group wide ‘ah-ha’ moment resulted, which meant that the group now fundamentally understood things differently, and what was required for action.

"I've only got one question: can we make it mandatory that everyone in the team has to do this?" 

—Director, Telstra

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