Improving the UX of A leading German telecom provider

My Role:
As a UX/UI Designer, I was responsible for improving key user flows within the brands digital platform. My core tasks included conducting UX research, designing wireframes, and building prototypes for both web and mobile experiences.

Project Goal:
One of my main challenges was to design an intuitive guest checkout flow that allowed users to purchase without registration — a critical feature for conversion. The goal was not only to make the process accessible and user-friendly but also to minimize the number of screens without omitting any essential steps or information.

Approach:
I began by researching user behavior and pain points in the existing checkout process. Insights gathered helped guide a streamlined layout and content structure. By consolidating steps and removing redundancies, I created a refined guest checkout journey that reduced friction while maintaining compliance and clarity.

Outcome:
The final design improved the overall checkout experience, reducing user effort and enhancing satisfaction — all while keeping the necessary regulatory and business elements intact.

Improving the UX of A leading German telecom provider

My Role:
As a UX/UI Designer, I was responsible for improving key user flows within the brands digital platform. My core tasks included conducting UX research, designing wireframes, and building prototypes for both web and mobile experiences.

Project Goal:
One of my main challenges was to design an intuitive guest checkout flow that allowed users to purchase without registration — a critical feature for conversion. The goal was not only to make the process accessible and user-friendly but also to minimize the number of screens without omitting any essential steps or information.

Approach:
I began by researching user behavior and pain points in the existing checkout process. Insights gathered helped guide a streamlined layout and content structure. By consolidating steps and removing redundancies, I created a refined guest checkout journey that reduced friction while maintaining compliance and clarity.

Outcome:
The final design improved the overall checkout experience, reducing user effort and enhancing satisfaction — all while keeping the necessary regulatory and business elements intact.

Improving the UX of A leading German telecom provider

My Role:
As a UX/UI Designer, I was responsible for improving key user flows within the brands digital platform. My core tasks included conducting UX research, designing wireframes, and building prototypes for both web and mobile experiences.

Project Goal:
One of my main challenges was to design an intuitive guest checkout flow that allowed users to purchase without registration — a critical feature for conversion. The goal was not only to make the process accessible and user-friendly but also to minimize the number of screens without omitting any essential steps or information.

Approach:
I began by researching user behavior and pain points in the existing checkout process. Insights gathered helped guide a streamlined layout and content structure. By consolidating steps and removing redundancies, I created a refined guest checkout journey that reduced friction while maintaining compliance and clarity.

Outcome:
The final design improved the overall checkout experience, reducing user effort and enhancing satisfaction — all while keeping the necessary regulatory and business elements intact.

Competition analysis

As part of the research phase, I conducted a competitive analysis of leading telecom brands, including EE, Vodafone, and Deutsche Telekom, to identify best practices and opportunities for improvement in the brands digital experience.

EE and Deutsche Telekom both emphasize vibrant, engaging interfaces with visually rich features. Notably, Deutsche Telekom includes a dedicated section for users under 28, effectively targeting a younger demographic who may be purchasing a SIM card for the first time. This tailored approach helps the brand resonate with a specific audience segment.

EE takes advantage of visual cues by incorporating logos next to purchasable add-ons. This technique caters to users’ tendency to scan rather than read, making the content more accessible and visually engaging while encouraging upsell opportunities.

In contrast, Vodafone opts for a more minimalist approach. While the interface is less visually bold, it offers a highly efficient purchasing experience. The navigation is intuitive — users can easily find specific products just by hovering over the shop section, reducing the time and effort needed to make a purchase.

When compared to these competitors, the brand does not prioritize visual flair to the same extent as EE or Deutsche Telekom. However, similar to Vodafone, the brand offers a functional and efficient user experience, allowing customers to quickly locate what they need and complete purchases with minimal friction. This insight guided my approach by focusing on clarity and usability, rather than unnecessary complexity or decoration.

Competition analysis

As part of the research phase, I conducted a competitive analysis of leading telecom brands, including EE, Vodafone, and Deutsche Telekom, to identify best practices and opportunities for improvement in the brands digital experience.

EE and Deutsche Telekom both emphasize vibrant, engaging interfaces with visually rich features. Notably, Deutsche Telekom includes a dedicated section for users under 28, effectively targeting a younger demographic who may be purchasing a SIM card for the first time. This tailored approach helps the brand resonate with a specific audience segment.

EE takes advantage of visual cues by incorporating logos next to purchasable add-ons. This technique caters to users’ tendency to scan rather than read, making the content more accessible and visually engaging while encouraging upsell opportunities.

In contrast, Vodafone opts for a more minimalist approach. While the interface is less visually bold, it offers a highly efficient purchasing experience. The navigation is intuitive — users can easily find specific products just by hovering over the shop section, reducing the time and effort needed to make a purchase.

When compared to these competitors, the brand does not prioritize visual flair to the same extent as EE or Deutsche Telekom. However, similar to Vodafone, the brand offers a functional and efficient user experience, allowing customers to quickly locate what they need and complete purchases with minimal friction. This insight guided my approach by focusing on clarity and usability, rather than unnecessary complexity or decoration.

Competition analysis

As part of the research phase, I conducted a competitive analysis of leading telecom brands, including EE, Vodafone, and Deutsche Telekom, to identify best practices and opportunities for improvement in the brands digital experience.

EE and Deutsche Telekom both emphasize vibrant, engaging interfaces with visually rich features. Notably, Deutsche Telekom includes a dedicated section for users under 28, effectively targeting a younger demographic who may be purchasing a SIM card for the first time. This tailored approach helps the brand resonate with a specific audience segment.

EE takes advantage of visual cues by incorporating logos next to purchasable add-ons. This technique caters to users’ tendency to scan rather than read, making the content more accessible and visually engaging while encouraging upsell opportunities.

In contrast, Vodafone opts for a more minimalist approach. While the interface is less visually bold, it offers a highly efficient purchasing experience. The navigation is intuitive — users can easily find specific products just by hovering over the shop section, reducing the time and effort needed to make a purchase.

When compared to these competitors, the brand does not prioritize visual flair to the same extent as EE or Deutsche Telekom. However, similar to Vodafone, the brand offers a functional and efficient user experience, allowing customers to quickly locate what they need and complete purchases with minimal friction. This insight guided my approach by focusing on clarity and usability, rather than unnecessary complexity or decoration.

User Persona

The telecom brand is a German company that offer mobile phone products on a prepaid basis, this means that its typical customer base are typically going to be those travelling to Germany either for leisure or business to a foreign country or potentially students from another country studying at Germany. Therefore the brands customer range can be a large range of between 18-50 and since they are travellers they just need the SIM to be easy to activate quickly and cheap.

The Solution

After analysing the current features and after creating the user persona of the brand, I came to the solution that them not having a guest checkout could affect their business. I say this as the brand is not a brand built on being overly flashy yet on being easy to buy a tariff, active said tariff and top up on data. Furthermore, the user persona suggests that it is typical that their users are tourists/visitors, meaning the option of listing their information in the personal detail section may be rendered as ineffective due to the impermanence of their location. Implementing the guest checkout would speed up the buying process and the registration section can interrupt the buying process which would cause users to leave their shopping cart as its possible they would come to a point where they stop and think if they want to spend their money or not, finally the number of clicks would be minimised, and decision fatigue would be prevented through the implementation of a guest checkout.

Due to the work being currently in review I canot currently share the wireframes and prototyping I conducted but please do contact me for further details on this.

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Interested in UX collaboration or learning more about my process?

Interested in UX collaboration or learning more about my process?

Interested in UX collaboration or learning more about my process?

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