Red Bull Mobile Kuwait the "unusual as usual"
Juan Llerena
Context
Red Bull Mobile Kuwait is a digital-first telecom experience created with Zain, Red Bull, and myself as Product Design Lead.
The app was built for young users in Kuwait who want more than a traditional telecom app. The goal was to merge mobile services with lifestyle, rewards, and exclusive access, translating Red Bull’s global DNA into a local, usable product.
My Role
I worked as Product Design Lead, responsible for:
Product and UX strategy
End-to-end UI and UX design
Design system and visual language
Brand translation into digital experience
Close collaboration with product, engineering, and brand stakeholders
I was involved from early concept through launch and iteration.
The Challenge
Telecom apps in the region are often functional but interchangeable.
The challenge was to:
Differentiate clearly in a saturated market
Balance bold brand expression with telecom reliability
Create engagement beyond basic plan management
Build trust with a younger, digital-first audience
Design Strategy
The guiding principle was “Unusual as Usual”.
From a UX perspective, we focused on:
Making core telco tasks fast and low-friction
Reframing data from limitation to reward
Embedding brand and lifestyle naturally into utility flows
UX research in telecom and lifestyle apps shows that younger users engage more when rewards, content, and identity are integrated into core usage, not isolated as marketing layers.
Key Features
Mobile Plans
Clear prepaid and postpaid bundles optimized for heavy digital usage and fast comparison.
eSIM Roaming
A global eSIM experience offering data packages across 60 to 100+ countries, designed for fast setup and clarity.
Exclusive Access
Access to Red Bull events, workshops, and digital content via Red Bull TV, positioning the app as a membership rather than just a service.
Impact
Tens of thousands of downloads within the first year
App Store ratings consistently around 4.5+
Positive user feedback highlighting brand experience, rewards, and ease of use
Strong engagement compared to traditional utility-only telecom apps
The product successfully positioned Red Bull Mobile Kuwait as a lifestyle-driven telecom brand for a younger generation.
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Posted Jan 2, 2026
Designed the Red Bull Mobile Kuwait app from scratch, turning everyday mobile tasks into an unusual-as-usual, fast, and playful experience.
