Application

My Telenor

Research-driven redesign of Pakistan’s leading telecom self-care app.

Confidential work. Product visuals are omitted under client NDA. Outcomes, scope, and public links below are shared with permission.

Role: Senior User Experience Designer
Year: 2019
Platform: iOS, Android
Industry: Telecommunications
Category: Application
Client: Telenor Pakistan
Scope: App redesign, Usability testing, Design system, UX flows

Impact at a glance

10M+: Downloads after redesign
4.1: Average app store rating
50M+: Total Play Store downloads today
6: Core self-care modules

Context

My Telenor was already Pakistan’s leading telecom self-care app, but daily-use friction was eroding trust—login instability, buried usage details, and offer discovery that failed under real network conditions. The business needed a redesign that could retain existing users while attracting new ones in a competitive prepaid market.

My role

I spearheaded the redesign as Senior User Experience Designer—leading guerrilla testing, usability evaluations, design system creation, and enhanced flows across six core self-care modules: offers, payments, account management, rewards, entertainment, and support.

Approach

Led with research, not aesthetics. Guerrilla testing and usability sessions surfaced friction in login, usage visibility, and offer discovery. Mapped findings to module-level redesigns, introduced a new design system, and validated improved flows for recharge, billing, family number management, and payment integrations (Easypaisa, cards).

Key decisions

Research-first redesign — delaying visual refresh until we understood where users failed in real-world conditions.
Login reliability as P0 — treating authentication stability as a product feature, not backend infrastructure invisible to design.
Modular self-care architecture — structuring offers, payments, and rewards as distinct modules sharing a unified system.
Network-aware patterns — designing for intermittent connectivity common in the target market.

What I learned

Redesigns fail when teams optimize screens but ignore the first 30 seconds of every session—login and home state matter most.
Guerrilla testing catches friction that lab studies miss, especially for mass-market telecom products.
Ratings follow reliability—users forgive visual imperfection more easily than broken core tasks.

Key focus areas

Research-backed redesign — guerrilla testing and usability evaluations to identify friction
New design system and enhanced flows for offers, recharge, billing, and family number management
Self-care modules: offers & flash sales, payments (Easypaisa, cards), complaints, rewards, and entertainment
Improved login stability and automatic connection patterns for repeat daily use

Outcome

Over 10 million downloads and a 4.1 average rating following the redesign, with measurable gains in satisfaction and retention. The app now serves 50M+ Play Store downloads as Telenor’s primary digital self-care channel.