Design research and strategy
Re-imagining Tele-comm
Services for Taiwanese Gen Z
A six-week design research into Taiwanese Gen Z's digital behaviors and needs to help FarEasTone create a meaningful connection with this coming of age, digital-native generation.
Project Overview
Challenge
Gen Z makes up 20% of Taiwan's population and is entering peak spending age. To them, telecom is a utility, an invisible infrastructure. FET's leadership, skewing a generation or two older, wanted to understand Gen Z on a deeper level and discover how this generation evaluated brands, and how could FET stand out?
Approach
Six weeks of mixed-methods research in Taipei: 1,500+ survey respondents across two rounds, in-depth interviews, store visits across three competing carriers, focus groups, and workshops composed of Gen Z, Gen X and Boomer participants together — designed to surface where generational assumptions diverged.
Outcome
Five behavioral archetypes, four key insights, four strategic product concepts, and design principles to guide further concept development were presented and delivered to FET leadership as a strategic foundation product development to build relationship with Gen Z customers.
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