Transforming from the inside
Telia's CX transformation was not primarily a design challenge. It was an organisational one. Customer experience at scale requires internal teams that know how to work in a user-centred way — not just designers, but product managers, engineers, and business leads who make decisions with customers in mind. We worked alongside Telia to build that internal capability. This included establishing the CX team itself, supporting the recruitment of design leadership, and embedding new methodologies across product development. We ran extensive user research to map pain points across Telia's digital products — and used those findings to develop a comprehensive design strategy that guided the redesign of websites, self-service tools, mobile apps, and new digital products. When Telia went through a major brand renewal — including the integration of merging companies — we were part of that work too. Brand alignment at that scale requires design consistency across every customer touchpoint, and we built the systems to make that consistency possible.
The partnership has spanned foresight, strategy, brand, product, and systems — across more than a decade of continuous collaboration. Nordkapp remains Telia's sole external design agency in Finland.
Products built across the partnership
The output of a ten-year partnership is hard to summarise in a project brief. The range of products designed, redesigned, and iterated during our collaboration with Telia covers nearly every digital touchpoint their customers encounter: self-service mobile apps for B2C and B2B, self-service web services, eShop experiences, customer support, TV services, and esports branding. We also built multiple design systems during the partnership — including Voca, Telia's global design system. A design system is infrastructure: it makes design decisions at scale consistent, efficient, and maintainable. Building one for a company the size of Telia requires close collaboration between design, engineering, and brand — and the result is a foundation that continues to shape Telia's product experience long after individual projects end. The customer-facing result of all this work is a streamlined, easier-to-use service platform — incorporating chatbots, self-service tools, and real-time support — that Telia's customers interact with daily across markets.
Products designed: B2C & B2B self-service app, web services, eShop, customer support, TV services, esports branding, Future Transformation app, multiple design systems, and Voca — Telia's global design system.
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(2016-25©)
