Zain Kuwait | Leading Kuwait’s telco experience shift

Led a year-long end-to-end transformation of Zain Kuwait’s mobile app.

Brought in to restructure the product from a legacy, sales-driven utility into a scalable, user-centered digital platform.

+5% acquisition growth

10% friction reduction across key journeys

20% crash reduction

Improved prepaid → postpaid conversion

Improved overall app rating and user perception

The existing app was over four years old and misaligned with user expectations.

Key issues included:

Frequent crashes and instability

Confusing information architecture

Complex, overloaded pages requiring excessive effort to complete

High cognitive load across critical journeys

Low task completion

Weak prepaid to postpaid conversion

At the business level, quarterly goals lacked clarity, making prioritization difficult.

This was not a feature issue. The entire product experience required structural simplification.

As a freelance product designer, I led the transformation end-to-end.

Scope included:

Full experience and architecture restructuring

Journey redesign across the entire app

Strategic alignment of quarterly product goals

Close collaboration with engineering during implementation

Metric analysis and iterative optimization

Executive demos and stakeholder alignment

Establishing scalable design foundations

The role required balancing user needs, business objectives, and legacy technical constraints within a complex telecom ecosystem.

Instead of applying surface-level UI changes, we rebuilt the product logic across the entire app.

Key decisions:

Shift from selling-first to task-first logic

Break down complex, overloaded pages into structured progressive journeys

Reduce cognitive load across all major flows

Improve navigation clarity and hierarchy

Reprioritize roadmap to fix core friction before expanding features

One of the hardest decisions was restructuring core revenue-related flows rather than focusing only on visual refresh.

Alignment was achieved through iterative demos and data-backed discussions with leadership.

Dense, complex pages

Multiple decisions per screen

High effort to complete tasks

Frequent instability

Progressive multi-step journeys

Clear hierarchy and focused screens

Auto-save logic in critical flows

20% crash reduction post-release

Simplified navigation across the app

This structural logic was applied across onboarding, payments, plan management, account management, and core service flows.

Task completion increased as journeys became clearer and more focused.

+5% acquisition growth

10% friction reduction

20% crash reduction

Improved prepaid to postpaid conversion

Higher engagement and repeat usage

Stronger perception of innovation and trust

The app evolved from a transactional tool into a scalable digital growth platform.

This project demonstrates my ability as a freelance product designer to enter complex ecosystems, restructure product logic, align business direction, and deliver measurable impact at scale.

Not just redesigning interfaces. Transforming product foundations.