Case Study — 2024

Hera
/ Orange

Conversational AI for telecom agents —
real-time intelligence in every call.

Lead UX/UI Designer
Orange
Accenture Song
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Overview

Hera is a generative AI platform designed to assist Orange's telecom agents in real time — surfacing next product recommendations for SME and SOHO clients during live calls and WhatsApp conversations.

Detail

The moment
Hera
activates.

The orange tooltip appears exactly when the agent picks up the call — a single, clear prompt that opens the AI panel without interrupting the workflow.

Hera — activation tooltip closeup

"Designing AI assistance
for real human conversations."

Challenge

A product built
without
its users.

Orange wanted to help their agents with AI — but had reached a near-final product without involving them. Our challenge was to understand what agents actually needed and align it with what Orange wanted to offer. No assumptions. Field first.

My Role
  • UX Leadership & Strategy 01
  • Field Research & Interviews 02
  • Conversational UX Design 03
  • UI Design & Design System 04
  • Junior Designer Management 05
  • Client Communication 06
  • Prototype & User Testing 07
CRM Platform — Full View
Hera — full platform view on MacBook
CRM + Hera panel — full interface view on MacBook Orange × Accenture Song · 2024
End User
"The agent's job is to call clients and sell. Every second of friction costs a conversion."

Telecom sales agents handle dozens of calls per day. They need information fast, confidence in their recommendations, and a tool that works with their rhythm — not against it.

User Profile
ProfileTelecom sales agent
ContextLive calls + WhatsApp
Target clientsSMEs & SOHO businesses
Main needReal-time AI recommendations
Key constraintZero tolerance for cognitive overload
Interface Design
Hera — AI chat conversation panel
Conversational AI panel
Hera — real-time product recommendations
Real-time recommendations
AI interface — chat panel & product recommendations Orange × Accenture Song · 2024
Process

Four steps.
Field to final.

From on-site research with Orange agents to prototype validation with real users — a fully user-centred process that bridged what the client built with what agents actually needed.

01
Know the UserField Research
On-site interviews with Orange's telecom agents gave us first-hand insight into their daily workflows, anxieties and unspoken needs. This revealed a critical gap: the existing product had been built without them. We also discovered an untapped channel — WhatsApp — which agents were already using informally to close sales.
02
ConceptualisationWireframes & Scope
Using the research insights, we mapped out the core interface capable of containing all the tools Hera needed to offer. Working closely with developers, we defined a viable scope — balancing user requirements, technical constraints and client expectations into a clear, buildable product direction.
03
DesignUI & Design System
Orange lacked a defined design system, so we built a lightweight one from scratch — coherent with Orange's visual identity but centred on functionality and accessibility. The result was a sober, focused interface that felt native to the brand without being constrained by it.
04
ValidationTesting & Handoff
Interactive prototypes were tested jointly with agents and client stakeholders in the same session. Feedback was direct and constructive. The validated designs were then presented to the engineering team in a detailed handoff session to ensure every interaction was technically feasible.
Outcome

AI that works
for the human.

A validated AI platform that genuinely improved agent efficiency — grounded in real field research and delivered with a design system built from scratch for Orange's context.

01
User-centred from day one
Field research replaced assumptions — the product was rebuilt around real agent needs.
02
WhatsApp channel identified
A new sales channel discovered in research, not in the original brief, was integrated into the product scope.
03
Orange design system created
A lightweight, accessible system built from scratch — coherent with the brand, focused on function.
04
Validated with real users
Prototypes tested jointly with agents and client. Positive reception across the board.
AI for the Future
AI for the Future
AI for the Future
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