A Data-Driven UX Redesign & Bold Visual Overhaul
Website & App Redesign | Dashboard Redesign | Lead UX Designer
MY ROLE
TEAM
TIMELINE
OVERVIEW
Infimobile, a fast-growing prepaid telecom provider operating on premium US networks, had a functional but frustrating digital presence. Telecom information is dense; the goal is not to remove it, but reveal it at the right time.
Despite a strong value proposition, affordable plans and growing subscriber base (~25,000+ users ahead of targets), the product UX was hindering conversion and retention.
Website: https://infimobile.com/
36% Increase
In average task completion rate (53% to 89%).
165% Increase
In average system usability score (33 to 89).
Focused on how users think, feel, decide, and progress, not how things look
A good old site audit
These early stages were important for taking inventory of everything the portal has to offer, from the most used links, to features we didn't even know existed.
Strategic UX Insights:
Streamline User Flows:
Simplify the user journey by prioritising key actions (e.g., checking coverage, selecting plans) and creating a clear, step-by-step process for users, especially new ones.
Clarify Key Interactions:
Improve clarity in critical tasks (e.g., SIM activation, account management) with clear instructions, real-time feedback, and tooltips to minimise user confusion and errors.
Reduce Friction Points:
Remove distractions like unnecessary promotional banners on task pages & make essential actions (e.g., porting SIM, activating) more prominent & easy to complete.
Enhance Navigation & Personalization:
Simplify navigation, consolidate related features, & introduce personalisation options based on user activity to make the experience more intuitive & relevant.
Finding structure amidst the chaos.
Building our user tests
We established clear objectives for our user tests to ensure that we were gathering actionable insights into user behaviors, frustrations, and high severity issues.
The tests, and the (poor) results
All 6 of our candidates went through the same 30 minute user test, where we asked them to complete specific tasks and locate links across Infimobile. The results were below average, and it showed that we had our work cut out for us.
33.5
Average SUS Score
55%
Average Task Completion Rate
1.6/4
Average Complexity Rating
Observed behaviors
The key takeaway from the test was that users, including those with varying levels of tech proficiency, struggled to find important links across the website, even those they would frequently need. This points to the outdated navigation structure and the challenges users faced when trying to locate relevant information amidst a sea of links.
The Problem
Experience was plagued by:
Wireframes
With those insights in hand, I started developing a solution. The first step was to rework the Information Architecture (IA). I focused on simplifying the navigation and ensuring the content was organized in a way that made sense to users. I wanted them to feel like they could find what they needed without a second thought.
Next came the wireframes. I designed them with usability at the forefront—no distractions, just clean and simple. But I wasn’t done yet. I knew that the best way to validate the wireframes was to test them with real users. And so, the iterative cycle of testing and refining began. Each round of feedback helped me make smarter decisions and refine the design further.
Finding structure amidst the chaos.
Business requirements
New User Journey (Acquisition → Activation)
Analyzing competitors like Mint Mobile, US Mobile, Google Fi and Tello Mobile, the user journey should reflect typical MVNO behaviour — discovery → plan selection → SIM activation → usage → support → retention.
Existing User Journey (Retention → Advocacy)
Too many plans
Payment trust issues
Technical confusion
Poor troubleshooting support
Lack of reminders
Opportunities & Pain points
Discovered
These don’t offer a recurring deposit option
Lacks a reference or transaction number for future inquires.
Support & assistance: Offer links to customer support or FAQs in case the user encounters any issues during the transfer process.
Secure tips throughout the process would be nice for the user to be able to complete the process being informed & avoiding errors.
Can we find away to differentiate B/W accounts?
These don’t offer a recurring deposit option
An effortless experience
Implementation of navigation changes can be taken up as a completely separate project.
Preset denominations for money transfers was not ideal since we were already introducing that for recurring transfers.
The Platform had great recommendations for the navigation and direct entry points
Support assistance for the user throughout the transfer process was a great addition to the journey and complimented the heuristics.
The introduction of recent transfers was a great follow up option for the user to stay updated with the status of their requests.