i2i - Insights to innovation

To enhance users’ experience, we sit with them when we take decisions. Here is how.

How we get to actionable insights

1. Discovering Challenges

The OneExperience initiative, launched on MWC 2025, is transforming Deutsche Telekom’s digital experience, ensuring it remains relevant to customers while driving engagement with its products.

It defines the principles and guidelines for Telekom’s digital design identity, and provides a design system with accessible and working code, design components, and in-depth specifications.

Focused on creating omnichannel, accessible, and seamless experiences across Deutsche Telekom’s digital portfolio, OneExperience aligns with the rapidly evolving expectations of modern customers. By prioritizing quality, consistency, and innovation, it redefines how we deliver value in a competitive landscape.

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Technology can be a complicated issue: it works at its best when it’s invisible. Bringing back a human centred experience is a priority to us designers and the best way to do it is to make our customers part of the creative process.

2. Actionable Insight

Understanding customers needs and problems is only the first step. In order to create value we deliver what we call actionable insights.

Every insight is only than valuable to a company if it is interpreted in relation to the strategy, technical abilities and the customers expectations towards the brand. That is where the real value creation happens and the strength of an internal design team comes to play.

With our inside out perspective, we are able to connect the customer point of view with the strategic priorities of Deutsche Telekom.

3. Create and Validate

Based on the actionable insights, we enable the company to ideate, iterate and decide within the emerging opportunities.

Using the classic Service Design and Design Thinking toolbox, enhanced by our own learnings and reinterpretation of the methods, we facilitate innovation within Deutsche Telekom.

As a final step we have created our own framework to validate all concepts with customers. So we are able to prioritise every activity in an early stage based on customer feedback.

Personas

Personas is a widely known and used tool in customer-centric design. We have always struggled with the fact that they tend to reinforce existing societal norms and biases. That is why we released our gender and age neutral personas. They are not based on socio-demographics but on their different way they relate to technology. Thus we are able to use them in a more diverse and inclusive way.