Role
UX/UI Designer
Client
Ooredoo Qatar
Plataforms
Web & App
Overview
Ooredoo Qatar’s self-service platform, available on both web and mobile, had become outdated and no longer met the expectations of its diverse customer base. Many essential tasks — such as managing accounts, viewing consumption, or handling number portability — could only be completed by visiting a physical store or calling the customer support center.
The goal of the project was to completely reimagine the platform, giving users the freedom to manage every aspect of their account digitally, from the comfort of their home. This new experience would not only reduce the dependency on stores and call centers but also modernize the platform with a faster, cleaner, and more intuitive interface. The ultimate aim was to increase customer engagement and satisfaction while improving operational efficiency for Ooredoo.
My role
I worked as a UX/UI Designer within a cross-functional team of designers, analysts, developers, and stakeholders.
My contributions included conducting UX research and competitor benchmarking, mapping and designing user flows, and leading review sessions with stakeholders.
I also created high-fidelity interfaces for both mobile and desktop, always following a mobile-first design approach to ensure scalability across devices.
Challanges
The previous platform faced several major issues. It was slow and unresponsive, with performance lagging behind competitors. Its outdated interface didn’t reflect Ooredoo’s brand or modern design standards, which hurt both usability and perception. Most critically, it lacked essential features that users had come to expect from a digital self-service platform.
Simple actions like updating account details or transferring a phone number required physical visits or long calls with support, creating frustration for customers and adding operational strain for Ooredoo. The redesign needed to solve these problems by making the platform fast, intuitive, and fully capable of supporting end-to-end digital self-service.
Design process
The redesign of Ooredoo’s self-service platform was structured around major business areas, or “Epics,” such as the dashboard, consumption management, and number portability. Each Epic followed a consistent design journey, ensuring close alignment between user needs, business goals, and technical feasibility.
We began by gathering requirements and mapping priorities with stakeholders, analysts, and development teams. With this foundation in place, we explored possibilities through UX research and benchmarking, translating insights into wireframes and prototypes that brought ideas to life. Each step was validated in collaboration with Ooredoo’s teams, creating a shared vision before moving into UI design.
This structured yet flexible process allowed us to move forward with clarity and confidence, ensuring that what we built was not only functional but also meaningful for users.
Benchmarking & UX Research
At the start of each Epic, our focus was on understanding the problem space. We collaborated with business analysts and stakeholders to gather requirements and clarify objectives. From there, we ran an in-depth benchmarking process, looking at regional and international competitors and, when relevant, industries outside telecom to uncover best practices and inspiring solutions.
We approached the benchmarking at two levels:
First, a broad review of how competitors addressed similar flows.
Then, a feature-by-feature deep dive, mapping specific screens and experiences for each requested functionality, such as campaign management or plan comparison.
For every feature, we evaluated the pros and cons, documented UX patterns, and discussed feasibility with the development team. This research culminated in presentations for stakeholders, aligning everyone on the direction before moving to wireframes. These sessions acted as a green light, ensuring the team and client were fully aligned before entering the design phase.
Wireframes
With validated requirements and research in hand, we moved on to creating wireframes. These flows visualized how each Epic would work, breaking down every user journey and subflow into a clear, functional structure.
We presented the wireframes through interactive prototypes, helping stakeholders experience the design in a way that felt close to the real product. This step sparked discussions around interactions and usability, often leading to several rounds of refinement.
Only when the wireframes were fully validated and approved did we move forward to the UI design phase, using the wireframes as a solid foundation for building high-fidelity screens that matched Ooredoo’s design system.
Final UI Screens
In this phase, the goal was to bring the wireframes to life, keeping the structure, interactions, and overall user experience intact while adding a visual layer of colors, typography, and imagery. Using the design system created for the project, I recreated all touchpoints as high-fidelity UI screens, ensuring visual consistency across every platform and flow.
Once each use case was completed, we held validation sessions with the client to review and refine the work. These sessions often took multiple rounds to ensure that every detail aligned with business needs, technical constraints, and the desired user experience.
The screens were presented in Figma, arranged like a flowchart to show not only the individual screens but also the interactions between them. This allowed stakeholders to clearly see where each action occurred, as well as the different possible outcomes for each step, including success and error states.
Preparing the Figma
While designing the final UI screens, we also worked on organizing the Figma files to support both analysts and developers. The goal was to make the flows easy to read and understand, so that analysts could extract user stories and developers could build the screens with clarity and confidence.
Using a flowchart approach, every use case was mapped step by step, showing how screens connected, how actions flowed between them, and what the possible outcomes were at each stage. Clear labels, notes, arrows, and decision trees were added throughout the files. These annotations included general explanations for the overall flow, as well as specific technical notes to guide developers on interactions, behaviors, and structure.
This careful preparation ensured that everyone, from business teams to developers, had a single source of truth, reducing misunderstandings and creating a smoother transition from design to development.
Results and Impact
The redesigned platform dramatically shifted how customers interacted with Ooredoo.
Tasks that once required phone calls or in-person visits could now be handled entirely online, increasing convenience for users while reducing the burden on physical stores and call centers.
Early feedback highlighted three key improvements:
Faster load times and smoother performance thanks to an updated technical foundation.
Greater user engagement, as customers explored the new features and began relying more on the platform.
Positive stakeholder feedback, with leaders praising the intuitive navigation and modernized design.
Conclusion
The Ooredoo Qatar portal redesign transformed a legacy system into a modern, scalable digital platform. Through careful research, collaboration, and a mobile-first design strategy, we created a solution that empowers customers and reduces operational strain on Ooredoo’s teams.
This project laid the groundwork for future enhancements, positioning Ooredoo as a leader in digital self-service and setting a new standard for telecom experiences in the region.