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The Big Ideas of the Future Start Small

The Challenge

Designing for future consumers may seem impossible, but a European telecom giant sought to do just that. The company discussed this project, called “Digital Highway,” with various vendors for a long time as it looked for a partner that could research, identify, design, prototype and validate digital experiences for the future.

The company felt the key to designing for the future was research conducted with “digital natives”—children born between 2005 and 2015. Ultimately, the telecom chose Cognizant as its partner on this ambitious endeavor.

Our Approach

Over the course of three months, Cognizant conducted 15 design thinking workshops in five cities in different countries (Stockholm, Amsterdam, Frankfurt, Singapore and Seoul) with 273 digital natives. The goal was to determine what those individuals need to traverse their online and physical worlds.

Our research identified numerous opportunities, and the telecom is evaluating them to select paths forward. In parallel, Cognizant is helping the company with a complementary initiative called “Retail Store of the Future.” Its goal is to reimagine the role of the physical retail store in the telecom’s broader ecosystem and bring the future promise of digital to its in-store customer and employee experiences.

Digital Natives Help Forge Technology’s Future Focus

Partnering with Cognizant enabled the European telecom giant to tap into the minds of the future through research with the very generation that will determine the future marketplace. Investigating the innovations we’ve identified together continues to enable the company to build the future—today.


proactive positioning


exceptional digital experiences


store operations