Role
Product Designer responsible for UX Strategy, Interaction design, User Research, Wireframing, Prototyping, Testing, Evaluation.
Collaboration
Product Manager, Business Analyst's(BA's), Developers, Stakeholders, QA's
Tools Used
Figma, Miro, Azure Devops, Agile Workflow, Adobe Photoshop, Maze
Industry
Tele-Communication
COMPANY OVERVIEW
Cell C is one of South Africa’s leading mobile network providers, offering voice, data, SIM contracts, device bundles, and value-added services. With millions of users relying on its digital platforms, Cell C needed to ensure that key customer journeys were seamless, responsive, and aligned with evolving user expectations.
This project focused on optimizing high-impact user flows, such as browsing deals, managing SIM/device contracts, and simplifying the checkout experience, without a complete redesign of the entire platform.
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SIM Contracts
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Device Sales & Bundles
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Value Added Services
Problem / Challenges
Cell C’s digital platforms, used by millions, offered critical telco services like mobile bundles, SIM/device contracts, and insurance products. Despite offering competitive plans and services, Cell C’s platform faced multiple usability issues:
Cluttered deal listings and unclear pricing
Long onboarding and multi-step payment flows (payment friction)
Difficulties in comparing offers and managing contracts
Low adoption of value-added services due to poor visibility
These issues contributed to:
High bounce rates on deals pages
Low conversions and contract renewals
Limited visibility of seasonal deals promotions
Mapping User Needs & Business Goals
User Needs
A frictionless interface to explore SIM/device contracts and recharge packs
Easy-to-understand pricing and contract details
Transparent, simplified Contract deals cards
Simplified Onboarding flow and profile management
Personalized offers based on browsing or purchase history
Business Goals
Integrate a seamless insurance flow to increase revenue and customer loyalty
Improve discoverability and personalization of mobile deals and contracts
Boost user engagement, contract renewals, and retentiont
My Role & Actions
As the Lead Product Designer, I managed the end-to-end UX redesign across major customer journeys:
What I did
To address the gaps, I defined a strategy rooted in user-centric design and data-backed iteration:
1. Qualitative Research:
Conducted user interviews and surveys to gather feedback on pain points.
2. Quantitative Analysis:
Partnered with the data team to analyze click-through rates, bounce rates, and drop-off points via a custom-built Power BI dashboard.
Analyzed bounce rates, conversion paths, and session durations on key screens.
3. Competitive Benchmarking:
Studied telco leaders like MTN and Vodacom to adopt best practices in deal comparison and contract flows.
Strategy & Ideation
1. Mapped the information architecture to restructure user flows.
2. Ran stakeholder workshops to align design priorities with business goals.
Design Execution
Designed a mobile-first experience with simplified navigation
Improved deal listing pages with clear filters, visual hierarchy, and pricing tags
Added features like Saved Deals, Recently Viewed, and Quick Compare
Streamlined the quote and contract journey, reducing steps and eliminating form fatigue
Created a clean dashboard for users to manage contracts, profile, and billing
Testing & Iteration
Ran usability tests to observe user behavior
Performed A/B testing to optimize CTA placement and visual layouts
Incorporated real-time feedback into multiple design iterations
Impact / Outcome
The updated Cell C application featuring real-time updates launched successfully, yielding significant improvements:
Click-through rate on deals improved by 30%
Contract drop-off rate reduced by 18%
Festival offer redemptions increased by 22%
Average journey time dropped by 23%
Customer retention increased by 15%
