Telecom Super-App Redesign

Rebuilding a 60M-user telecom app from the inside out — and reversing a multi-million-user decline.

PROBLEM

A leading telecom operator with over 60 million subscribers was haemorrhaging users — 8 million monthly active users had churned over 18 months. The existing app had grown organically over years without a coherent design vision: navigation was fractured, offers were buried, and a one-size-fits-all UI failed the operator's linguistically diverse base. Customer satisfaction scores were sliding and revenue-driving features — top-ups, bundle upgrades, exclusive offers — were going unseen.

[SCREENSHOT: home screen before/after]

PROCESS

I led a full product design overhaul, beginning with nationwide in-context user testing across multiple cities to map real usage patterns, pain points, and moments of abandonment. Research revealed two critical gaps: discoverability of revenue-driving features, and an English-only interface alienating a significant Urdu-speaking segment.

From research I moved into architecture — decluttering the primary navigation from an 11-item sprawl to a focused 5-tab model, with contextual shortcuts surfaced on the home screen based on user behaviour. I designed and prototyped a bilingual Urdu/English experience with full RTL support, validated with native speakers in two rounds of usability testing. A rebuilt smart notification system replaced generic blasts with usage-triggered nudges tied to each user's service history.

Throughout, I embedded Mixpanel and Insider tracking touchpoints into the design specs so every hypothesis could be measured post-launch.

[SCREENSHOT: user research findings]

OUTCOME

Post-launch metrics showed a measurable reversal in the engagement decline, with session depth and offer-page visits rising significantly in the first quarter. The bilingual feature opened the product to a previously underserved segment. The smart notification system drove a lift in bundle upgrade conversions. The redesign became the foundation for the operator's ongoing super-app expansion strategy.

[SCREENSHOT: offers screen redesign]