Skytel App — UX Redesign
This was a full redesign of the Skytel app, the main app customers use to manage their mobile, IPTV, and other services. I went through all 23 user flows, redesigned and optimized each one, cut out 1-3 unnecessary steps per flow, and ended up delivering over 200 screens by the end of it.
Client
Skytel Group
2024
Telecommunications
UX/UI Designer - Solo Designer on Project
0->1 Product design
Challenge
The app had grown flow by flow over the years, so things that should've been quick, like paying a bill or registering a receipt, ended up taking more steps than they needed to. Information hierarchy was inconsistent across screens, so users had to work harder than they should to find what they actually needed.
A big chunk of the challenge honestly wasn't even the UI itself, it was getting everyone aligned. Different departments all had their own ideas about how things should work, and part of the job was sitting down with all those stakeholders, pulling their input together, and figuring out what actually made sense from a usability standpoint versus what was just habit or internal preference. On top of that, there were real technical and coding constraints on the dev side, so a lot of the "best" usability solution on paper had to be reworked to something that was actually buildable, without losing what made it good in the first place.
There were also specific product gaps to solve. Users with multiple phone numbers or an IPTV service under their name had to treat them as totally separate accounts, remembering different passwords for each. And there was no good way to pay for a whole household's services at once, even though that's a pretty normal thing people want to do.
Results
The redesign led to a measurable increase in retention and overall conversions. Over 30,000 users registered to receive their receipts by email, a feature that barely got used before the redesign. Cutting 1-3 steps out of every flow added up across the whole app, and combined with the new account switching and family payments, everyday tasks became noticeably faster, which showed up directly in usage numbers.
Process
Ran a UX heuristics evaluation across all 23 flows to find where people were getting stuck or doing extra work they shouldn't have to.
Collected input from stakeholders across different departments and worked through where their priorities conflicted with what would actually be best for the user, then negotiated designs that held up on both sides.
Redesigned each flow individually, cutting steps wherever possible and fixing information hierarchy so the important stuff was easier to find at a glance.
Worked closely with developers to understand technical limitations early, so designs didn't have to get watered down late in the process.
Introduced account switching by user ID, so someone with multiple phone numbers or an IPTV account could move between them without separate logins or passwords.
Simplified payments down to 3 steps and removed the need to manually type in a phone number to pay.
Added the ability to pay for your own account and family members' accounts together in one payment.
Ran usability testing with real users, then used what I learned to polish the flows before final delivery.
Conclusion
This project ended up being as much about people and process as it was about pixels. Getting the design right meant getting a room full of stakeholders with different priorities pointed in the same direction, and getting the technical side right meant constantly checking design ideas against what was actually feasible to build. Neither of those show up in a screenshot, but they were a huge part of why the final product actually worked. The measurable gains in retention and conversion were proof that the unglamorous parts (alignment, constraints, testing) matter just as much as the interface itself.
