My Orange
Homepage
Revamp

Qualitative
Research

Quantitative
Research

User
Interface

Usability
Test

Information
Architecture

Example
Six

Some Facts About My Orange App

Before diving into the project, lets get to know these facts.

Operator

Telecom operator app for managing lines, consumption, tariffs, and bills.

+13M Downloads

It has over 13 Million downloads in Google Play and App Store.

Rank 1

Featured in Android & iOS stores, ranked No.1 in Egypt's productivity category.

Attracts 94% AB

Visitors of the revamped screen are about 94% of our daily base users.

MEET OUR TEAM

Innovation
Teams at Orange!

Product Unit

This agile cross-functional team comprises Project Managers, Digital Analysts, QCs, and Developers.

Data Science

Scientists who extract knowledge from data to develop hypotheses and help us make smarter data-driven decisions.

Customer Services

Including call centers and retailers, They provide monthly reports on all digital concerns affecting our user experience.

Commercial

This hub manages service pricing plans, billing, revenue collection, procurement, and the company's financial functions.

Communication

The club focuses on marketing our features through social media websites and promoting the campaigns.

Orange Group

We are a part of Orange S.A.™ World’s leading telecom operator group with user base of 400m users worldwide.

MEET OUR USERS

Primary Personas

Postpaid Users

Customers are billed after using monthly mobile phone plans.

Eagle
Premier PRIMARY
Star Max
Star Global
Star Control
Star Premium

Prepaid Users

Customers who purchase credit or a prepaid plan in advance.

Alo PRIMARY
Fox
Ahsan Nas

Hybrid Users

Customers who employ a mix of different payment methods.

Panther
Dolphin
Control+
Freemax PRIMARY
Dragon
King

Internet Users

Customers who access the internet via DSL, or Home 4G services.

Home DSL PRIMARY
Home 4G
Data Line
Triple Play
Data Multi-SIM
King

OUR USER EXPERIENCE

Design Process

1. Kickoff Alignment

Gathering objectives from internal departments to gain a comprehensive understanding of the business needs.

2. Research

To learn more about our users, problem, considering solutions to meet user needs.

3. Analyze

Using all of the date we gathered in the previous two stages to analyze the important elements.

4. Design Exploration

Involves generating, refining, and testing design ideas, including wireframes and UI, etc.

5. Handoff

Working with our product unit (PMs, engineers, and testers) to ensure a successful implantation.

6. Iterate

Revisiting previous stages for further iterations, alterations, and refinements.

COOL FACT

At Orange, UX is flexible; we adapt the process based on evolving project factors.

1- Kickoff Alignment

Squad Alignments

Business Owner

Concept Document

Concept document outlines the high-level idea, objectives, and expected outcomes of a project, serving as its initial vision and context.

Product Manager

User Stories - PoC

User stories break down this revamp into smaller units of work from a user's perspective. Each user story describes a specific functionality or user interaction with the feature.

Data Analyst

Digital Insights

Data insights that provide valuable input on user preferences, pain points, and potential areas for improvement (Google Analytics & Hotjar).

Data Scientist

Predictive Patterns

Predictive patterns forecast how the new feature might impact user behavior or business metrics based on advanced analytics and machine learning models.

Customer Service

Digital Report

Digital Reports provide insights into the issues, complaints voiced by users who either visit our shops or contact our call center agents on a daily basis.

2- Research

User research is shaping the foundation for our entire project's Outcome.

2- Research

User Interviews

The "My Orange" app is designed to enhance the customer experience for Orange telecom users. It provides features such as account management, bill payment, data usage tracking, and customer support. To continually improve the app and better meet user needs, we seek to understand how customers interact with our homepage, their challenges, and their satisfaction levels.

The primary goal of this research is to gather insights into user experiences with the "My Orange" app. We aim to identify user needs, pain points, and areas for improvement to enhance overall customer satisfaction and engagement with the app. A specific focus will be on revamping the homepage to make it more user-friendly and effective in meeting user needs.

We conducted 30-minute semi-structured interviews, either in-person or via video call, using an interview guide with open-ended questions to explore user interactions with the app, focusing on their experiences, preferences, and suggestions for improvement, especially regarding the homepage. Interviews were recorded (with participant consent) and detailed notes were taken for analysis.

We recruited 15 users based on multiple profiles such as postpaid, prepaid, hybrid, and internet users. Some of the recruiting was done in-house, while other participants were recruited by a third-party research company.

USER INTERVIEW

Key Findings!

Usability
Test

Qualitative
Research

Quantitative
Research

Information
Architecture

2- Research

The Problem

Complex Consumption

Hard to manage consumption, as it requires several steps.

Inconsistency

Inconsistent design components and call-to-actions.

Account Balance

Checking account balances is messy and overwhelming.

Banner Barrage

Tons of overwhelming upselling banners on the dashboard.

Keep Notified

Users need to be consistently notified about all new offers.

Tons of Services

Each stakeholder aim to include an entry point for their services.

Workload Reduction

to alleviate the workload on our call center agents and retail employees.

Competitive Edge

Monitor competitor features to outperform the competition.

3- Analyze

Without data you're just Another person with an opinion.

3- Analyze

Date Resources

Google Analytics
Heat-Map Analysis
Android & iOS Reviews
Customer Service Report

A/B Testing Results
In-App NPS Surveys
Competitor Analysis
User Interviews Finding

3- Analyze

Data clean up prevents any data overload and ensures better insights!

3- Analyze

Google Analytics

1/4

~0 Min

Session Duration

Users spent more time on this screen to achieve the end goal, despite low engagement.

Bounce Rate

The percentage of users who navigate away from the app after viewing the home page.

Success Rate

Even easy tasks had a low probability of achieving the desired outcomes or goals.

Drop-Off Rate

The percentage of users who abandon a process before completing it.

Heat-Maps

2/4

~0 Min

Session Duration

Users spent more time on this screen to achieve the end goal, despite low engagement.

16%

Bounce Rate

The percentage of users who navigate away from the app after viewing the home page.

Store Reviews

3/4

User Satisfaction:

Users encounter confusion that hinders their ability to navigate and utilize the homepage.

Performance Issues

Users frequently encounter performance issues and bugs on the homepage.

Customer Service

4/4

Call Center

They recorded 27% of their calls were about bills, balance, or consumption.

Retail Staff

22% of received inquiries were in stores were about bills, balance, or consumption.

4- Design Exploration

Using these insights, we iterated through usability tests to reach the final UI.

4- Design Exploration

The Final Design

Simple Consumption

Easy to manage consumption, streamlined in a few steps.

Consistency

Consistent design components and clear call-to-actions.

Clear Account Balance

Checking account balances is simple and straightforward.

Focused Banner Display

Relevant and non-intrusive banners on the dashboard.

Stay Notified

Users receive timely notifications about new offers.

Streamlined Services

Most stakeholder includes a clear and user-friendly entry point for their services.

Workload Management

Workload on our call center agents and retail employees has been significantly reduced

Competitive Advantage

Deployed unique features not offered by competitors to outperform the competition.

5- Hand off

Design is the blueprint; development Brings it to life.

5- HAND OFF

Design System

The handoff enables developers to implement the UI, so ensuring a smooth process is crucial according to our guidelines: https://design.orange.com.

The handoff enables developers to implement the UI, so ensuring a smooth process is crucial.

6- Iterate

Design evolves through the power of iteration.

6- Iterate

Used Activities

User Feedback Analysis
Usability Testing
Interaction Design Tweaks
Content Iteration

Accessibility Enhancements
Cross-Platform Adaptation
Documentation Updates
Performance Refinement

As we wrap up our case study, it's truly heartening to see our new game-changer design impact on our business and our users.

Metric: Users recharging their balance monthly.

Metric: (AB) Active users per month.

Metric: App store ratings, instead of 3.1.

Metric: Revenues generated through the app.

Project Takeaways

What Did we Learn

This project has given me a solid taste of corporate life and the importance of trying to think intentionally about every element of the project

We learned the importance of user-centric design, effective collaboration, and iterative improvement to create a better user experience.

My Orange Homepage Revamp

Postpaid Users

Prepaid Users

Hybrid Users

Internet Users

Background

Goal

Setup

Recruiting

As a Person

As a Team

My Orange
Homepage
Revamp