MTN Nigeria
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MTN Nigeria
MTN is a South African multinational mobile telecommunications company that is the 8th largest mobile network operator in the world, and the largest in Africa.
Year
2021
Project Type
Research, Identity, Product design, DT
Role
Experience design manager
Project Overview
Experience the Nigerian vibe
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.
Problem
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.
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Solution
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.
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My Role/Responsibilities
Research
Define UX
Wireframe
User Interface & Prototyping
Motion & Interaction Design
Usability Testing
UX Governance & Experience Validation
Brand identity
Discover
Understanding essentials
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.
Focus Areas
1. Current purchase trends of Nigeria?
2. What is the frequently bought item in the telco of Nigeria (Prepaid or postpaid etc)?
3. What is the most used payment method?
4. who possesses first place in Nigerian E-commerce and why?
5. What is the best NPS of Nigeria (Net Promoter Score-Feedback System)?
6. What is the age, gender of the people who buy things online(General and telco)?
7. What is the most used lifestyle app in Nigeria?
8. What are the most used words (terminology) in telco(eg. how the data bundles? how they call mobile recharge? how they call the VAS subscriptions (play a services-BBC minute, ayoba)?
Research
Survey
A survey was conducted on 20 participants to identify which products and features people are currently using and determine new features that can pipelined.
Research
User Interviews
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.
Research
Competitive & Comparative Analysis
Competitive analysis was conducted to identify competitor's strengths and weaknesses to inform MTN's features and information structure.
Define
Carving out a niche in a saturated market
After conducting user interviews, all the participants responses were synthesized to identity themes, opportunities, and features that MTN could focus and improve upon.
Define
Interview Synthesis
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.
Define
Persona
A user persona contains the key tasks that users can do by regarding my study, users priorities, Users pain points
Interview Synthesis
Ideate
Cooking up a better experience
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.
User Flow
The primary user flow is the process of searching, saving and sharing with friends.
Design
Low-Fidelity Prototypes
Using the feedback and insights gained from research, analysis and sketching, a how-fidelity prototype was created to begin user testing.
Design
Usability Study
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.
UI Design
A focus on simplicity
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.
Solution
A highly curated experience
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.
Sign In
Intro screen and onboarding
OTT Integration
Play screen allows user to navigate different platforms and look for the available content. Even Non MTN users can login and watch the content.
Plans and Offers
Extra effort were made tos how only relevant plans to user on basis of his usage and needs.
Recharge
Easy recharge for user and all his/her friends and family
For loyal customers
Rewards for loyal customer included Hotel passes and access to special content.
Feedback
Easy feedback option to understand how we can improve further
Help
No matter the problem, help is just a click away
Interactions
