PROJECT
Website Design
Robi - a leading telecom
service provider in Bangladesh.
service provider in Bangladesh.
Client
Robi Axiata Ltd
Category
Telecommunication
Live View
View WebsiteTimeline
1 Year
My Role
User Research
UI Design
Prototype
Robi Axiata Public Limited company, doing business as Robi, is the second largest mobile network operator in Bangladesh currently owned by two major stakeholders being Axiata and Bharti Airtel.
The main goals of the Robi website redesign was to enhance the user experience and provide a more intuitive and engaging platform for customers. The aim was to create a modern and visually appealing website that effectively showcased Robi website services.
In 2022, we conducted a thorough UI/UX audit of our existing website, uncovering 106 areas for improvement. While we were able to address 65 of these issues through patches and hotfixes, the remaining 41 items necessitated a significant overhaul of the website's entire UI/UX.
We revamped Robi website based on user feedback and team discussions. Now it's easier to use, with a clear menu and organized content, leading to more engagement and fewer people leaving right away.
“
I've been a Robi customer for years, and I'm continually impressed by their reliable network coverage and affordable plans. Whether I'm making calls or browsing the internet, Robi always delivers top-notch service.
Ahmed R
Small Business Owner
Design
Process
Research
In the research phase, we comprehensively study user needs, behaviors, and pain points through methods like interviews and data analysis to inform the design process effectively.
Design
During the design phase, we create wireframes and prototypes, visually conceptualizing solutions. These serve as blueprints for the user interface's structure, layout, and functionality.
Testing
In the testing phase, we gather user feedback on prototypes, assess usability, and refine designs. This iterative process ensures the final product meets user expectations and needs.
Implementation
In the implementation phase, we focus on translating the designed user interface into a functional product, adhering to the established design guidelines and aesthetics. - implementation
Iteration
During the iteration phase, we revisit and refine the design and functionality based on feedback and insights gathered from user testing and evaluation, ensuring continuous improvement
The latest survey results from Robi underscore areas for improvement in our telecommunications services, guided by valuable customer feedback.
76.2% of users wants
to improve this website
The survey done with
100 real website users.
Discovering where users face challenges and
ways to enhance.
I conducted a few user interview session with current Robi website users. Some of interview are in below
Feeling extremely dissatisfied with the overpriced bundle packages and unnecessary combinations of data and minutes options offered by Robi.
The Robi website has recently removed many good offers, and some of the remaining offers are perceived as expensive. For middle-class families, budgeting becomes a challenge due to the high cost of these offers.
I'm experiencing significant difficulties with the Robi website as it's not functioning properly and has extensive loading times. I suspect the issue may be related to images.
Full of unnecessary feature where operator main function should be call quality and internet.
This analysis provides a quick overview of the presence or absence of key features among Bangladeshi telecom competitors.
In the Robi website, I found user personas from Rubel Hossain, who values convenience and quick access to Robi website features and prioritizes business solutions.
Rubel Hossain
Small Business Owner
Age
:33
Gender
:Male
Occupation
:Businessman
Location
:Dhaka, Bangladesh
About
Rubel is a 35-year-old business owner who lives in Chittagong, Bangladesh. He has multiple employees who need mobile phones for work. He finds it difficult to manage multiple mobile lines and find affordable data plans for his business. He has also had some bad experiences with Robi Axiata's customer service.
Need & Goals
- Find an affordable data plan for business
- Easily manage multiple mobile lines
- Get better customer service
- Simple and easy-to-understand package
Rubel is looking for a mobile service provider that can offer affordable data plans for businesses, make it easy to manage multiple mobile lines, and provide better customer service.
Pain Points
- Complex Navigation
- Slow Page Load Speed
- Limited Mobile Optimization
- Confusing Account Management
- Inadequate Search Functionality:
A sitemap was generated to provide a visual representation of the website's structure and content.
I discerned the two predominant user pathways that correspond with the task flow outlined above. By understanding these primary routes, we can optimize the user experience and ensure seamless navigation through the desired tasks on the website.
At the outset of the Robi project, our first step involved sketching out ideas. We translated concepts onto paper, envisioning screen-to-screen interactions to guide our design process.
Wireframes were created to visualize the website's layout and structure. This step helped us to identify the key components and content placement on the website.
Before moving the wireframes into the final UI design, I explored some different styles and created a few provisional UI components in accordance with atomic design principles.
The final UI design was created based on the style guide and wireframes. The design was refined to ensure a consistent and visually appealing user interface.
I have created an interactive prototype and observed user interactions to refine the design.
I designed a few screen for achieving goals and monitored user behaviour during live usability test.
We successfully addresses all the user challenges, delivering a solution that resonates with audiences and attracts numerous clients. We're thrilled by the positive response and the impact it's made.
Impact
We Created
65%
Increased ROI and revenue
The redesign has led to a measurable return on investment.
38%
Growth in website traffic
Total visits and unique visitors have increased since the redesign.
76%
Improved search engine visibility
Rankings and organic traffic have seen positive changes.
