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Project
1. Role: Lead UX Specialist
2. Industry: Telecommunications
3. Products: du Digital Channels (Web & Mobile)
4. Scope: High-volume commercial journeys across plan discovery, onboarding, upgrades, and account management
Context
du is a major telecommunications provider serving millions of customers across the UAE. Its digital channels support high-volume, revenue-critical journeys, where small friction points can create outsized impact on conversion, support load, and customer satisfaction.
As Lead UX Specialist, I partnered closely with product, analytics, engineering, and business teams to improve funnel performance end-to-end, reduce drop-off, and increase customer satisfaction across key commercial journeys.
The challenge
At du scale, performance is a product feature.
Key issues included:
• High drop-off across critical conversion funnels,
• Fragmented journeys across marketing and product touchpoints,
• Decisions driven by assumptions rather than behavioral evidence,
• The need to balance speed of change with operational scale and reliability.
The goal wasn’t feature completeness, it was to reduce complexity and uncertainty across the funnel so users could confidently complete the journey.
What we learned that reframed the work
Users weren’t abandoning because of lack of interest. They were abandoning because complexity and uncertainty accumulated step-by-step, eroding confidence before completion.
This shifted the focus away from “more persuasion” toward friction removal, clearer decision structure, and predictable progression.
Approach (continuous optimization loop)
The work was structured as a growth-oriented UX loop:
1. Diagnose step-level friction and drop-off through funnel analysis and event tracking (Qualtrics & QuantumMetrics)
2. Form hypotheses tied to explicit success metrics
3. Design targeted variants that isolate variables
4. Run A/B tests and controlled experiments,
5. Iterate and scale winning patterns into reusable UX rules.
This approach enabled continuous improvement without destabilizing production systems through unnecessary full redesigns.
Design outcomes (what changed in the UI)
1. Plan comparison and choice architecture
• Restructured plan presentation to reduce choice overload and improve scannability.
• Improved hierarchy so users could understand differences faster and decide with confidence.
2. Pricing clarity and commitment transparency
• Clarified total cost, commitments, and “what happens next” at the moments users hesitate most.
• Reduced “hidden cost” anxiety through stronger hierarchy and unambiguous microcopy.
3. Step reduction and form friction removal
• Streamlined high-impact flows by removing redundant steps, tightening validation, and improving error states.
• Improved progress and status feedback so users always understood where they were in the journey.
4. Cross-touchpoint consistency
• Reduced fragmentation between marketing pages and account/product flows by standardizing terminology, UI behaviors, and interaction patterns.
Fidelity was used strategically, low-fidelity concepts supported fast hypothesis shaping and stakeholder alignment, while high-fidelity variants were produced for experimentation and production readiness, where hierarchy, microcopy, and interaction states directly affect conversion outcomes.
Deliverables
• Funnel diagnostics and friction breakdowns (step-level)
• Hypothesis frameworks tied to success metrics
• Experiment designs and test variants (web and mobile)
• Flow and UI optimizations for key commercial journeys
• UX recommendations packaged for alignment with analytics, product, and business teams
Impact
• ~40% reduction in drop-off across key conversion journeys
• ~30% improvement in NPS for targeted flows
• Higher confidence and velocity in data-informed decision-making through a repeatable experimentation model
• Stronger cross-functional collaboration between UX, product, and analytics, UX positioned as a measurable driver of commercial performance
Reflection
At high scale, UX “micro” becomes business “macro.” The most effective work here wasn’t a sweeping redesign, it was building a system where evidence, experimentation, and UI precision continuously improve conversion while preserving operational stability.
NDA note
Visuals and examples are simplified or reconstructed to focus on journey logic, experimentation design, and measurable impact.
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