01.22 - 06.22
01.22 - 06.22
01.22 - 06.22
INCEDO
INCEDO
INCEDO
AI | UX Research | Dashboard Design
AI | UX Research | Dashboard Design
AI | UX Research | Dashboard Design
Introduction
Introduction
Introduction
Predictive AI in
telecom.
Predictive AI in
telecom.
Predictive AI in
telecom.
My Role
My Role
My Role
UX Research | UI Design
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design. I translated research into a usable concepts by defining cohorts, metrics, workflows, and simulations through client feedback.
UX Research | UI Design
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design. I translated research into a usable concepts by defining cohorts, metrics, workflows, and simulations through client feedback.
UX Research | UI Design
I worked on this project end to end, from research and defining problem to product strategy and final dashboard design. I translated research into a usable concepts by defining cohorts, metrics, workflows, and simulations through client feedback.
Sponsor's Brief
Sponsor's Brief
Sponsor's Brief
Sponsored by Incedo, the goal was to investigate the use of a Digital Twin of the Customer (DToC) to address customer churn in the telecom industry.
Sponsored by Incedo, the goal was to investigate the use of a Digital Twin of the Customer (DToC) to address customer churn in the telecom industry.
Sponsored by Incedo, the goal was to investigate the use of a Digital Twin of the Customer (DToC) to address customer churn in the telecom industry.
Acheivements
Acheivements
Acheivements
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
Peak into the solution
Peak into the solution
Peak into the solution
Primary Research
Primary Research
Primary Research
What is Digital Twin- Customer?
What is Digital Twin- Customer?
What is Digital Twin- Customer?
A digital twin is designed to be a high-fidelity replica of the physical object or system and can simulate and predict the behaviour of the real-world object or system under various conditions.
A digital twin is designed to be a high-fidelity replica of the physical object or system and can simulate and predict the behaviour of the real-world object or system under various conditions.
A digital twin is designed to be a high-fidelity replica of the physical object or system and can simulate and predict the behaviour of the real-world object or system under various conditions.
Predictive maintenance
Telecom companies can predict and prevent potential network issues or device failures, improving the overall service quality.
Predictive maintenance
Telecom companies can predict and prevent potential network issues or device failures, improving the overall service quality.
Predictive maintenance
Telecom companies can predict and prevent potential network issues or device failures, improving the overall service quality.
Product Development
Helps telecom companies better identify trends and patterns to improve customer experience.
Product Development
Helps telecom companies better identify trends and patterns to improve customer experience.
Product Development
Helps telecom companies better identify trends and patterns to improve customer experience.
Personalization
Creates personalised offers that cater to the customer's specific needs and preferences.
Personalization
Creates personalised offers that cater to the customer's specific needs and preferences.
Personalization
Creates personalised offers that cater to the customer's specific needs and preferences.
Targeted Marketing
Telecom companies can create targeted marketing campaigns that are more likely to resonate with the customer.
Targeted Marketing
Telecom companies can create targeted marketing campaigns that are more likely to resonate with the customer.
Targeted Marketing
Telecom companies can create targeted marketing campaigns that are more likely to resonate with the customer.
Primary Research
Primary Research
Primary Research
Understanding current customer Journey.
Understanding current customer Journey.
Understanding current customer Journey.
To understand the telecom customer experience, I created two customer journey maps, one for India and one for the United States, reflecting regional differences in behavior, regulations, and service expectations.
To understand the telecom customer experience, I created two customer journey maps, one for India and one for the United States, reflecting regional differences in behavior, regulations, and service expectations.
To understand the telecom customer experience, I created two customer journey maps, one for India and one for the United States, reflecting regional differences in behavior, regulations, and service expectations.
KEY INSIGHT
Significantly higher verification requirements in India across onboarding, activation, and service changes, creating more friction compared to the US.
KEY INSIGHT
Significantly higher verification requirements in India across onboarding, activation, and service changes, creating more friction compared to the US.
KEY INSIGHT
Significantly higher verification requirements in India across onboarding, activation, and service changes, creating more friction compared to the US.
Primary Research
Primary Research
Primary Research
Telecommunication omni-channel orchestration.
Telecommunication omni-channel orchestration.
Telecommunication omni-channel orchestration.
This journey map illustrates how telecom customers move seamlessly across multiple channels, retail stores, web, mobile apps, e-commerce, social media, and email throughout their lifecycle. From discovery and purchase to usage, billing, and retention, the experience is non-linear, with customers switching touchpoints based on convenience and need.
This journey map illustrates how telecom customers move seamlessly across multiple channels, retail stores, web, mobile apps, e-commerce, social media, and email throughout their lifecycle. From discovery and purchase to usage, billing, and retention, the experience is non-linear, with customers switching touchpoints based on convenience and need.
This journey map illustrates how telecom customers move seamlessly across multiple channels, retail stores, web, mobile apps, e-commerce, social media, and email throughout their lifecycle. From discovery and purchase to usage, billing, and retention, the experience is non-linear, with customers switching touchpoints based on convenience and need.
KEY INSIGHT
Helped identify key touch points to collect data from.
KEY INSIGHT
Helped identify key touch points to collect data from.
KEY INSIGHT
Helped identify key touch points to collect data from.
Web
Web
Web
Mobile App and Device
Mobile App and Device
Mobile App and Device
E-commerce Sites
E-commerce Sites
E-commerce Sites
IVR / CSR
IVR / CSR
IVR / CSR
Social media
Social media
Social media
Retail Stores
Retail Stores
Retail Stores
Search
Search
Search
Check similar products
Check similar products
Check similar products
Read comments on facebook page
Read comments on facebook page
Read comments on facebook page
Browse Catalog
Browse Catalog
Browse Catalog
Book Appointment
Book Appointment
Book Appointment
Visit Store
Visit Store
Visit Store
Add to cart
Add to cart
Add to cart
Place order
Place order
Place order
Call to confirm pick-up option
Call to confirm pick-up option
Call to confirm pick-up option
Follow the twitter trends
Follow the twitter trends
Follow the twitter trends
Receive e-mail confirmation with store address to pick up
Receive e-mail confirmation with store address to pick up
Receive e-mail confirmation with store address to pick up
Facebook status ‘Feeling Happy’ and puts comments
Facebook status ‘Feeling Happy’ and puts comments
Facebook status ‘Feeling Happy’ and puts comments
Chat to understand the bill
Chat to understand the bill
Chat to understand the bill
Receive bill via SMS
Receive bill via SMS
Receive bill via SMS
Bill payment
Bill payment
Bill payment
Upgrade offer e-mail based on usage
Upgrade offer e-mail based on usage
Upgrade offer e-mail based on usage
Refer a friend
Refer a friend
Refer a friend
Shortlist and Select
Shortlist and Select
Shortlist and Select
Purchase
Purchase
Purchase
Receive and Use
Receive and Use
Receive and Use
Maintain / recommend
Maintain / recommend
Maintain / recommend
Primary Research
Primary Research
Primary Research
Working of Telecom Sector.
Working of Telecom Sector.
Working of Telecom Sector.
Possible Digital Twin interventions
Possible Digital Twin interventions
Possible Digital Twin interventions
Current Senario
Current Senario
Current Senario
Redefining the Brief
Redefining the Brief
Redefining the Brief
The objective of the project is to use the
The objective of the project is to use the
The objective of the project is to use the
emerging concept of DToC
emerging concept of DToC
emerging concept of DToC
to reduce the over all churn and
to reduce the over all churn and
to reduce the over all churn and
increase retention of the customer.
increase retention of the customer.
increase retention of the customer.
Primary Research
Primary Research
Primary Research
Key Metrics
Key Metrics
Key Metrics
Primary Metrics
Primary Metrics
Primary Metrics
Total Users
The total number of active customers on the telecom network at any given time.
Total Users
The total number of active customers on the telecom network at any given time.
Total Users
The total number of active customers on the telecom network at any given time.
Total Revenue
Aggregate revenue generated across all customer cohorts and states.
Total Revenue
Aggregate revenue generated across all customer cohorts and states.
Total Revenue
Aggregate revenue generated across all customer cohorts and states.
Churn Rate
Measures the percentage of customers who discontinue service within a given period.
Churn Rate
Measures the percentage of customers who discontinue service within a given period.
Churn Rate
Measures the percentage of customers who discontinue service within a given period.
Average Revenue per Customer
Tracks the mean revenue contribution per individual customer.
Average Revenue per Customer
Tracks the mean revenue contribution per individual customer.
Average Revenue per Customer
Tracks the mean revenue contribution per individual customer.
Net Promoters Score
Measures customer loyalty and likelihood to recommend the service.
Net Promoters Score
Measures customer loyalty and likelihood to recommend the service.
Net Promoters Score
Measures customer loyalty and likelihood to recommend the service.
Retention Rate
Tracks the percentage of customers who remain active over time.
Retention Rate
Tracks the percentage of customers who remain active over time.
Retention Rate
Tracks the percentage of customers who remain active over time.
Secondary Metrics
Secondary Metrics
Secondary Metrics
First Call Resolution
First Call Resolution
First Call Resolution
Call Drop Rate
Call Drop Rate
Call Drop Rate
No. of Devices
No. of Devices
No. of Devices
Time Spent
Time Spent
Time Spent
Satisfaction Score
Satisfaction Score
Satisfaction Score
Latency
Latency
Latency
These metrics also determined how different users of the platform would be granted a different access. A Customer Care Executive will not be granted detailed information and analytics of the user but will have basic information to answer the customer query.
These metrics also determined how different users of the platform would be granted a different access. A Customer Care Executive will not be granted detailed information and analytics of the user but will have basic information to answer the customer query.
These metrics also determined how different users of the platform would be granted a different access. A Customer Care Executive will not be granted detailed information and analytics of the user but will have basic information to answer the customer query.
Ideation
Ideation
Ideation
Initial Suggested Features
Initial Suggested Features
Initial Suggested Features
Next Best Action
Next Best Action (NBA) identifies and recommends the most effective action for a specific customer based on available options.
Next Best Action
Next Best Action (NBA) identifies and recommends the most effective action for a specific customer based on available options.
Next Best Action
Next Best Action (NBA) identifies and recommends the most effective action for a specific customer based on available options.
Churn Propensity Indicator
Identifies the root causes of churn using customer data and delivers appropriate recommendations through NBA.
Churn Propensity Indicator
Identifies the root causes of churn using customer data and delivers appropriate recommendations through NBA.
Churn Propensity Indicator
Identifies the root causes of churn using customer data and delivers appropriate recommendations through NBA.
Plan Simulation
Simulating plans and bundles to predict cohort responses, with the ability to tweak plan features and assess resulting churn changes.
Plan Simulation
Simulating plans and bundles to predict cohort responses, with the ability to tweak plan features and assess resulting churn changes.
Plan Simulation
Simulating plans and bundles to predict cohort responses, with the ability to tweak plan features and assess resulting churn changes.
Smart Pricing
Uses past behavior to tailor packages and prices, enabling scenario simulations that strengthen competitive positioning.
Smart Pricing
Uses past behavior to tailor packages and prices, enabling scenario simulations that strengthen competitive positioning.
Smart Pricing
Uses past behavior to tailor packages and prices, enabling scenario simulations that strengthen competitive positioning.
Redefining the Solution
Redefining the Solution
Redefining the Solution
The platform focuses on issue detection
The platform focuses on issue detection
The platform focuses on issue detection
through root cause analysis and delivers
through root cause analysis and delivers
through root cause analysis and delivers
recommendations via Next Best Action
recommendations via Next Best Action
recommendations via Next Best Action
It enables cohort-level simulation for
It enables cohort-level simulation for
It enables cohort-level simulation for
testing Smart Pricing strategies with DT
testing Smart Pricing strategies with DT
testing Smart Pricing strategies with DT
Design
Design
Design
Final Dashboard UI
Final Dashboard UI
Final Dashboard UI
State Level View
State Level View
State Level View
Interactive filters that allow users to refine insights based on performance criteria such as top-performing and bottom-performing states. These filters make it easy to compare regional trends, identify growth opportunities, and focus on specific areas that require attention.
Interactive filters that allow users to refine insights based on performance criteria such as top-performing and bottom-performing states. These filters make it easy to compare regional trends, identify growth opportunities, and focus on specific areas that require attention.
Interactive filters that allow users to refine insights based on performance criteria such as top-performing and bottom-performing states. These filters make it easy to compare regional trends, identify growth opportunities, and focus on specific areas that require attention.
Changing Metrics
Changing Metrics
Changing Metrics
Regional behavioral variance. AT&T and Verizon operate nationally, but churn drivers aren't uniform. A customer in a rural market churning because of coverage gaps needs a completely different intervention than an urban customer churning over price competition from a MVNO. Different regional operators for the same underlying cohort type need different interventions.
Regional behavioral variance. AT&T and Verizon operate nationally, but churn drivers aren't uniform. A customer in a rural market churning because of coverage gaps needs a completely different intervention than an urban customer churning over price competition from a MVNO. Different regional operators for the same underlying cohort type need different interventions.
Regional behavioral variance. AT&T and Verizon operate nationally, but churn drivers aren't uniform. A customer in a rural market churning because of coverage gaps needs a completely different intervention than an urban customer churning over price competition from a MVNO. Different regional operators for the same underlying cohort type need different interventions.
Analytics
Analytics
Analytics
Sun-burst chart
Sun-burst chart
Sun-burst chart
The Analytics Dashboard uses a sunburst chart to provide a hierarchical, interactive view of all customer cohorts. This allows users to start with a broad overview of key metrics and then drill down into specific cohorts. This design offers both a bird’s-eye view of overall performance and a more detailed, zoomed-in perspective when deeper analysis is needed.
The Analytics Dashboard uses a sunburst chart to provide a hierarchical, interactive view of all customer cohorts. This allows users to start with a broad overview of key metrics and then drill down into specific cohorts. This design offers both a bird’s-eye view of overall performance and a more detailed, zoomed-in perspective when deeper analysis is needed.
The Analytics Dashboard uses a sunburst chart to provide a hierarchical, interactive view of all customer cohorts. This allows users to start with a broad overview of key metrics and then drill down into specific cohorts. This design offers both a bird’s-eye view of overall performance and a more detailed, zoomed-in perspective when deeper analysis is needed.
Cohort Distribution
Cohort Distribution
Cohort Distribution
Card Sorting
Card Sorting
Card Sorting
Cohort distribution card sorting was used to organize and prioritize information, helping identify which metrics and visuals were most useful for analysis.
Cohort distribution card sorting was used to organize and prioritize information, helping identify which metrics and visuals were most useful for analysis.
Cohort distribution card sorting was used to organize and prioritize information, helping identify which metrics and visuals were most useful for analysis.
Accessibility
Accessibility
Accessibility
One improvement still under consideration involves the color accessibility of the status.
One improvement still under consideration involves the color accessibility of the status.
One improvement still under consideration involves the color accessibility of the status.
Analytics Det. View
Analytics Det. View
Analytics Det. View
Detailed View
Detailed View
Detailed View
Presents an in-depth view of the selected cohort, showcasing monthly performance metrics alongside churn propensity indicators and root cause analysis.
Presents an in-depth view of the selected cohort, showcasing monthly performance metrics alongside churn propensity indicators and root cause analysis.
Presents an in-depth view of the selected cohort, showcasing monthly performance metrics alongside churn propensity indicators and root cause analysis.
Churn Propensity Indicator
Churn Propensity Indicator
Churn Propensity Indicator
Based on these insights, the dashboard generates Next Best Actions (NBA) that guide targeted interventions to improve retention.
Based on these insights, the dashboard generates Next Best Actions (NBA) that guide targeted interventions to improve retention.
Based on these insights, the dashboard generates Next Best Actions (NBA) that guide targeted interventions to improve retention.
Next Best Action
Next Best Action
Next Best Action
Each NBA includes a clear call to action, enabling data-driven strategies to enhance customer engagement and satisfaction
Each NBA includes a clear call to action, enabling data-driven strategies to enhance customer engagement and satisfaction
Each NBA includes a clear call to action, enabling data-driven strategies to enhance customer engagement and satisfaction
Stimulation
Stimulation
Stimulation
The Plan Simulation feature allows users to select a specific cohort and set target values for churn and pricing to model potential outcomes. It dynamically adjusts related metrics to show what changes would be required to achieve the desired churn rate, helping users simulate and evaluate hypothetical business scenarios before implementation
The Plan Simulation feature allows users to select a specific cohort and set target values for churn and pricing to model potential outcomes. It dynamically adjusts related metrics to show what changes would be required to achieve the desired churn rate, helping users simulate and evaluate hypothetical business scenarios before implementation
The Plan Simulation feature allows users to select a specific cohort and set target values for churn and pricing to model potential outcomes. It dynamically adjusts related metrics to show what changes would be required to achieve the desired churn rate, helping users simulate and evaluate hypothetical business scenarios before implementation
Next Best Action
Next Best Action
Next Best Action
This view is followed by a visualization that compares the current, target, and recommended metric values.
This helps users clearly see the expected impact of each recommendation and make informed decisions to align strategy with desired business outcomes.
This view is followed by a visualization that compares the current, target, and recommended metric values.
This helps users clearly see the expected impact of each recommendation and make informed decisions to align strategy with desired business outcomes.
This view is followed by a visualization that compares the current, target, and recommended metric values.
This helps users clearly see the expected impact of each recommendation and make informed decisions to align strategy with desired business outcomes.
Wrapping Up
Wrapping Up
Wrapping Up
This is a MVP
This is a MVP
This is a MVP
Research Playbook
Research Playbook
Research Playbook
This project served as the foundation for developing a Digital Twin Playbook at Incedo, offering a structured approach to implementing data-driven, ethical, and transparent AI solutions. The research and insights gained laid the groundwork for practical applications that bridge theory with real-world enterprise needs.
This project served as the foundation for developing a Digital Twin Playbook at Incedo, offering a structured approach to implementing data-driven, ethical, and transparent AI solutions. The research and insights gained laid the groundwork for practical applications that bridge theory with real-world enterprise needs.
This project served as the foundation for developing a Digital Twin Playbook at Incedo, offering a structured approach to implementing data-driven, ethical, and transparent AI solutions. The research and insights gained laid the groundwork for practical applications that bridge theory with real-world enterprise needs.
Awards
Awards
Awards
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
The project’s success was further recognized when it received the award for Best Research Capstone Project at WUD, marking a significant milestone in my academic and professional journey.
Wrapping Up
Wrapping Up
Wrapping Up
Reflection
Reflection
Reflection
While working on this project, I explored the research area of FAT* (Fairness, Accountability, and Transparency) in machine learning. This field emphasizes developing systems that make fair, interpretable, and ethical decisions aligned with principles of social justice.
As I studied this topic, I began to reflect on the broader ethical implications of how large amounts of customer data are collected and used. This process deepened my awareness of the responsibility that comes with designing technology that impacts individuals and society, highlighting the importance of fairness, accountability, and ethical data practices.
While working on this project, I explored the research area of FAT* (Fairness, Accountability, and Transparency) in machine learning. This field emphasizes developing systems that make fair, interpretable, and ethical decisions aligned with principles of social justice.
As I studied this topic, I began to reflect on the broader ethical implications of how large amounts of customer data are collected and used. This process deepened my awareness of the responsibility that comes with designing technology that impacts individuals and society, highlighting the importance of fairness, accountability, and ethical data practices.
While working on this project, I explored the research area of FAT* (Fairness, Accountability, and Transparency) in machine learning. This field emphasizes developing systems that make fair, interpretable, and ethical decisions aligned with principles of social justice.
As I studied this topic, I began to reflect on the broader ethical implications of how large amounts of customer data are collected and used. This process deepened my awareness of the responsibility that comes with designing technology that impacts individuals and society, highlighting the importance of fairness, accountability, and ethical data practices.
Love this project as much as I do?
Love this project as much as I do?
Love this project as much as I do?
Shivali Meenakshi Murali © 2026
Shivali Meenakshi Murali © 2026
Shivali MM © 2025