The existing mobile app of the telecom provider had an outdated user interface, fragmented navigation, and complex recharge flows, leading to user frustration, increased support requests, and low adoption of digital self-service features. There was an urgent need to redesign the experience to make core tasks—like recharging, tracking usage, and browsing plans—more intuitive, accessible, and conversion-focused.
My goal was to transform a cluttered telecom app into a seamless digital experience that empowers users to manage their services confidently and effortlessly.
Approach
To kick off the redesign, I began by auditing the existing user experience to understand where users were dropping off and why key features weren’t being used. I mapped out user journeys, conducted informal user feedback sessions, and benchmarked against top telecom apps. This helped identify critical friction points—like deeply nested navigation and poor plan discovery—which were causing users to either abandon tasks or rely heavily on customer support.
Design Execution
With these insights, I restructured the app’s information architecture and focused on simplifying core journeys like recharge, bill payments, and usage tracking. I designed clean, intuitive wireframes and prototypes in Figma, prioritizing clarity and speed. Visual design followed a dark-green theme to align with the brand while ensuring accessibility and consistency. I also built a modular design system to support scalability across future features, while collaborating closely with developers to ensure smooth handoff and accurate implementation.
The Impact
The redesigned experience significantly improved usability and engagement. Users were able to complete tasks like recharging or tracking usage more quickly, with far fewer drop-offs. Support tickets decreased, digital adoption rose, and user sentiment improved notably within the first few weeks post-launch. This project reinforced the power of user-centered design in simplifying complex systems and turning them into intuitive, empowering experiences.
