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Redesign: Product Design Driven by User Research",{"rendered":532,"protected":533},"\n\u003Cp>What started as a traditional telecom app became a multi-service digital hub. Customers could manage internet, mobile, TV, devices, and personalized offers in one place. But the growth created friction. Navigation became complex. Screens overlapped. Key features were difficult to find.\u003C\u002Fp>\n\n\n\n\u003Cp>The app needed more than visual updates. It required a structured product design approach grounded in user research and clear UX design principles.\u003C\u002Fp>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"h-the-challenge\">The Challenge\u003C\u002Fh2>\n\n\n\u003Cp>After the rebranding from their old version to the new one, our client’s app expanded rapidly. New services were added. Features multiplied. Tabs overlapped.\u003C\u002Fp>\n\n\n\n\u003Cp>User feedback revealed three recurring issues:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Redundant navigation between “Products” and “Home Experience”\u003C\u002Fli>\n\n\n\n\u003Cli>Difficulty locating core telco functions\u003C\u002Fli>\n\n\n\n\u003Cli>Inconsistent interaction patterns across screens\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Users struggled to manage or diagnose their services. Drop-offs increased. Engagement slowed. The interface did not reflect the ambition of the brand.\u003C\u002Fp>\n\n\n\n\u003Cp>The goal was clear: redesign the navigation architecture and improve clarity before launching an MVP in May.\u003C\u002Fp>\n\n\n\n\u003Cp>This meant working within technical constraints while redefining the structure of the app.\u003C\u002Fp>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"h-our-approach\">Our Approach\u003C\u002Fh2>\n\n\n\u003Cp>We approached this redesign as a full product design mission. It combined user research, UX design, and structured collaboration across squads.\u003C\u002Fp>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"h-1-user-research-and-discovery\">1. User Research and Discovery\u003C\u002Fh3>\n\n\n\u003Cp>We conducted 28 user interviews and multiple research cycles to understand behaviors and friction points.\u003C\u002Fp>\n\n\n\n\u003Cp>Our user research included:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Qualitative interviews\u003C\u002Fli>\n\n\n\n\u003Cli>Unmoderated user tests\u003C\u002Fli>\n\n\n\n\u003Cli>Open card sorting\u003C\u002Fli>\n\n\n\n\u003Cli>Tree testing\u003C\u002Fli>\n\n\n\n\u003Cli>Heatmap analysis\u003C\u002Fli>\n\n\n\n\u003Cli>Concept validation sessions\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>We measured navigation findability and observed where users hesitated or abandoned tasks.\u003C\u002Fp>\n\n\n\n\u003Cp>This research shaped the new information architecture.\u003C\u002Fp>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"h-2-redefining-the-navigation-architecture\">2. Redefining the Navigation Architecture\u003C\u002Fh3>\n\n\n\u003Cp>The core decision was structural.\u003C\u002Fp>\n\n\n\n\u003Cp>We merged the former “Products” and “Home Experience” tabs into a single entry point: the Product Tab.\u003C\u002Fp>\n\n\n\n\u003Cp>We introduced a three-level hierarchy:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Level 1: Product Tab (main entry point)\u003C\u002Fli>\n\n\n\n\u003Cli>Level 2: Overview pages\u003C\u002Fli>\n\n\n\n\u003Cli>Level 3: Detailed product dashboards (Internet, Mobile, TV, Modem)\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>This eliminated redundant screens and clarified user pathways.\u003C\u002Fp>\n\n\n\n\u003Cp>To reduce cognitive load, we applied progressive disclosure. Users see only what is relevant at each stage of their journey.\u003C\u002Fp>\n\n\n\n\u003Cp>We also introduced a modular navigation system:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Bottom tab bar for core actions\u003C\u002Fli>\n\n\n\n\u003Cli>Contextual shortcuts for secondary actions\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Visual hierarchy and color contrast guide attention toward priority actions.\u003C\u002Fp>\n\n\n\u003Ch3 class=\"wp-block-heading\" id=\"h-3-ux-design-prototyping-and-iteration\">3. UX Design, Prototyping, and Iteration\u003C\u002Fh3>\n\n\n\u003Cp>All UX design flows were translated into high-fidelity UI layouts aligned with our client’s Design System.\u003C\u002Fp>\n\n\n\n\u003Cp>We:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Built user flows and sitemaps\u003C\u002Fli>\n\n\n\n\u003Cli>Created wireframes and interactive prototypes\u003C\u002Fli>\n\n\n\n\u003Cli>Conducted usability tests on individual tabs\u003C\u002Fli>\n\n\n\n\u003Cli>Iterated based on measurable findings\u003C\u002Fli>\n\n\n\n\u003Cli>Validated accessibility standards\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Bi-weekly design critiques ensured consistency with the Core team guidelines.\u003C\u002Fp>\n\n\n\n\u003Cp>We worked closely with product owners, developers, and multiple tribes (Design Ecosystem, IVM, Omnicare, RES) to align business objectives and technical feasibility.\u003C\u002Fp>\n\n\n\n\u003Cp>This collaboration ensured that the MVP preserved existing functionality while introducing a new structure.\u003C\u002Fp>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"h-the-result\">The Result:\u003C\u002Fh2>\n\n\n\u003Cp>The redesigned Product Tab became the single control center for managing telco services.\u003C\u002Fp>\n\n\n\n\u003Cp>It now includes:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Product dashboards with real-time monitoring\u003C\u002Fli>\n\n\n\n\u003Cli>Proactive anomaly detection\u003C\u002Fli>\n\n\n\n\u003Cli>Quick shortcuts (manage devices, run speed tests)\u003C\u002Fli>\n\n\n\n\u003Cli>Integrated product catalog and personalized offers\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>The impact was measurable.\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>25–30% increase in task completion rates\u003C\u002Fli>\n\n\n\n\u003Cli>+20% rise in daily active users\u003C\u002Fli>\n\n\n\n\u003Cli>Improved navigation findability scores (toward 4.0+)\u003C\u002Fli>\n\n\n\n\u003Cli>Reduced navigation time\u003C\u002Fli>\n\n\n\n\u003Cli>Higher satisfaction in usability tests\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>Clearer architecture reduced confusion. Simplified navigation improved onboarding. Accessibility improvements supported broader adoption.\u003C\u002Fp>\n\n\n\n\u003Cp>Beyond UX metrics, the redesign supported the telco company’ digital strategy. The app moved closer to becoming a centralized multi-service hub.\u003C\u002Fp>\n\n\n\u003Ch2 class=\"wp-block-heading\" id=\"h-product-design-as-a-strategic-lever\">Product Design as a Strategic Lever\u003C\u002Fh2>\n\n\n\u003Cp>This case illustrates how structured Product Design, grounded in user research and disciplined UX design, can reshape a digital product without disrupting delivery timelines.\u003C\u002Fp>\n\n\n\n\u003Cp>We:\u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Led research cycles end to end\u003C\u002Fli>\n\n\n\n\u003Cli>Defined new information architecture\u003C\u002Fli>\n\n\n\n\u003Cli>Designed scalable UI aligned with a design system\u003C\u002Fli>\n\n\n\n\u003Cli>Ensured accessibility compliance\u003C\u002Fli>\n\n\n\n\u003Cli>Delivered within MVP constraints\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>At the \u003Ca href=\"https:\u002F\u002Fstaging.cbtw.tech\u002Fservice-overview\u002Fstrategy-product-transformation\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Strategy, Product & Transformation\u003C\u002Fa> service line of \u003Ca href=\"https:\u002F\u002Fstaging.cbtw.tech\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">CBTW\u003C\u002Fa>, we treat Product Design as a business discipline. Research informs structure. Structure supports clarity. Clarity drives measurable results. When navigation improves, engagement follows. When UX design aligns with real user behavior, digital products perform better—both for users and for the business.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fstaging.cbtw.tech\u002Fcontact\u002F\" target=\"_blank\" rel=\"noreferrer noopener\">Contact us\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>\n",false,{"rendered":535,"protected":533},"\u003Cp>App redesign. How product design and user research improved UX, navigation clarity, and engagement.\u003C\u002Fp>\n",12460,"open","standard",{"_acf_changed":533,"content-type":9,"inline_featured_image":533,"footnotes":9},[44],[542,543,544,545,546,547,548],433,404,386,248,252,244,641,[550],60,[552],459,[554,527,555,556,557,558,559,560,561,562,563,564,565,566,567,568,569],"post-12458","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-studies","tag-digital-product","tag-digital-product-design-4","tag-ui","tag-ui-design","tag-user-research","tag-ux","tag-ux-research","cbtw_industries-telecom-media","cbtw_services-strategy-product-transformation",{"authors":9,"article_authors":533,"direct_external_link":9,"post_region":571,"layout_builder":572},"global",[573],{"acf_fc_layout":574,"title":188,"ui_v2":575,"short_description":576,"cbtw_related_group_filters":577,"items":533,"link":592,"hubspot_form_id":9,"mainPostId":521,"region":596},"block_insights",true,"Access 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