MTN Nigeria embarked on the development of a next-generation digital interfaces development.
MTN is a South African multinational mobile telecommunications company, operating in many African and Asian countries. As of December 2020, recorded 280 million subscribers, making it the 8th largest mobile network operator in the world, and the largest in Africa.
Active in over 20 countries, one-third of the company's revenue comes from Nigeria, where it holds about 35% market share.
MTN Nigeria is undergoing a Digital transformation as part of which they wish to improve the experience of their digital products. We began by overhauling their mobile and web experiences.
MTN is undergoing a digital transformation as part of which they want to improve the experience of their digital products (starting with mobile and web) with the goal of increasing new user acquisition from 1.2 million to 20 million.
Because potential competitors (Airtel, 9mobile, Glo Telecom, and others) are grabbing market share, the visionary statement is developed. Young Nigerians are prospective customers, and they are dissatisfied with the whole App and online experience.
This visionary statement is critical for user retention as well as new user acquisition by providing them with the finest and most competitive digital experience possible.
As part of the digital strategy, MTN Nigeria embarked on the development of a next-generation digital interfaces development. It integrates and improves upon the most used features of competing products to solve user pain points.
I was curious as to what kinds of UX difficulties MTN users had when using the app and website. I completed a crude study regarding Nigerian Digital adoption, Internet Usage, Competitor's app feedback, People Habits, Privacy & All. I was relieved to discover some important data from Statista and Datareportal. Here is a list of the data insights that I used.
A survey was conducted on 20 participants to identify which products and features people are currently using and determine new features that can pipelined.
We chose young Nigerians as users because they are competitive in their usage of digital apps. We picked this group of folks to better understand their problems, daily struggles & usage patterns.
Competitive analysis was conducted to identify competitor's strengths and weaknesses to inform MTN's features and information structure.
After conducting user interviews, all the participants responses were synthesized to identity themes, opportunities, and features that MTN could focus and improve upon.
Using the four hues of the MTN identity as a starting point, I expanded the color palette to accommodate the needs of the platform’s complex dashboard system.
A user persona contains the key tasks that users can do by regarding my study, users priorities, Users pain points
To kick-off the design process, quick sketches helped me get ideas on paper to establish which elements were necessary for each screen. A low fidelity prototype was then created for initial user testing.
The primary user flow is the process of searching, saving and sharing with friends.
Using the feedback and insights gained from research, analysis and sketching, a how-fidelity prototype was created to begin user testing.
Moderated Usability Testing was conducted for the selected users. 7 Users of different backgrounds were selected.
Journeys - Dashboard, Recharge, Buy bundles, Share & Borrow Journeys Channels - Microsoft Teams, InVision were used.
Drawing inspiration from colourful, pleasant Nigerian vibe with a focus on minimal yet functional simplicity, the UI design reflect the users desire to have a clutter free, curated look and feel.
This mobile app is the answer to MTN's initiative to connect Nigerian users with the world, and to each other in community. MTN App now helps facilitate deeper connection with its user. It connects people to easy top up experience and content that match up with each user's preferences and experiences to the point it has become a top choice for lifestyle experience.
Play screen allows user to navigate different platforms and look for the available content. Even Non MTN users can login and watch the content.
Extra effort were made tos how only relevant plans to user on basis of his usage and needs.
Easy recharge for user and all his/her friends and family
Rewards for loyal customer included Hotel passes and access to special content.
Easy feedback option to understand how we can improve further
No matter the problem, help is just a click away
