Tele2, a mobile carrier serving over 18 million users in Russia, recognized a growing gap between their user experience and the competition. Customers were struggling with a cluttered interface and fragmented information architecture, making it difficult to find essential details about their plans, finances, and services. This frustration was impacting user engagement and overall satisfaction.
As the Lead Product Designer, I spearheaded a comprehensive redesign to bridge this gap. I led a team of researchers to delve into user personas, analyse customer feedback, and study competitor offerings. This deep dive allowed us to pinpoint key pain points and identify opportunities for improvement
Visual overload results from diverse shapes, text styles, colors, and graphic accents like bright images, exacerbated by outdated design patterns unsuitable for modern applications
The challenge lies in the lack of easy access to critical information. Users must take additional steps to meet their information needs
The absence of a user-centered interface
All of these improvements are expected to increase key business metrics such as CSI, NPS, task completion time, and user retention
Phase 1: Analyze user personas and needs
This includes creating profiles of typical users, taking into account factors such as goals, pain points, and expectations
Phase 2: Analyze Current Feedback
This involves reviewing customer feedback, support tickets, and analytics to identify recurring issues and areas for improvement
Phase 3: Analyze Competitors
This involves studying competitors' mobile apps, identifying strengths and weaknesses and understanding resonant features
Phase 4: Design
Based on the insights from the user personas, current feedback, and competitive analysis, proceed to design
The result of our research included detailed process descriptions of the applications for the five products and a presentation of the findings to the company's top executives. The top product managers acknowledged that the product analyst and I had delivered one of the most comprehensive and effective competitor presentations to date.
Crucially, we introduced a user profile concept, consolidating all user-specific products, options and settings to create a user-centric interface
Added a search feature and voice assistant for faster navigation, especially for advanced users seeking quick access
The main card is now divided into meaningful blocks, such as balance, tariff balances, and profile, ensuring simplicity without sacrificing information and reducing cognitive load
Tariff balances are enhanced with graphical elements that not only improve the aesthetics of the interface, but also help users quickly assess the status of their balances
Creating a separate tab for special offers and services allows users to see all offers in one space, enabling them to explore everything at once
