Unity Super SIM
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About
tariff plans
Mobile network
operator
company
Project
Ucom is the fastest fixed and mobile services provider in Armenia. The company is the absolute leader of the local IPTV and fixed internet market, as well as occupies the key position on the Armenian mobile internet market.
Problem
The application was old styled, was hard to navigate, there were errors and crushs. It was hard to understand how much money is in the account and how to transfer a money to the account.
Research
To make a product better than all the others, it’s important to first scope out the competition. We figured out what exactly to compare?Are we interested in usability?Overall UX? Specific feature? Whatever it is, it’s crucial to understand how the product stacks up against its competition.
Analyses
We conducted a quantitative analysis to obtain valuable insights and acquired data with Semrush. In 2015 investigation by "Hetq," the hierarchy of telecom providers in the Armenian market was examined, and the findings were added in an article. Upon analyzing these findings, we discovered statistics indicating that Armentel (now known as Team AM) was the initial market entrant. Subsequently, Viva MTS entered the market, bringing a fresh perspective. As of the end of 2014, approximately 1,052,398 individuals accessed the company's internet services through mobile phones, which accounts for approximately 42% of the country's population of 2,500,000. (Source: https://hetq.am/en/article/62887)
Main KPIs
In 2018, significant changes occurred within the Ucom company, resulting in numerous alterations to both personnel and positions. Consequently, Ucom faced the necessity of recruiting new staff and undertaking a substantial workload. Subsequently, from approximately 2020 to 2021, Ucom Armenia witnessed a notable increase in its customer base. The primary objective during this period was to initially secure the second position in the market, with the ultimate aspiration of attaining the coveted first place.
User personas
Based on data we created user personas by interviewing them and gathering pain points and needs
Lilit Yesayan
Highly proficient in using technology for work and personal use, relies heavily on her smartphone and laptop for communication and productivity
Occupation
Marketing specialist
Location
Armenia, Yerevan
Family
Single
Age
30
Pain Points
Difficulty managing multiple devices or accounts across different services
Limited time for troubleshooting technical issues or navigating complex service options
Need for flexible plans and pricing options that can accommodate varying usage patterns
Needs
Fast and reliable mobile data services for email, messaging, and file sharing on-the-go
Seamless integration between mobile and desktop devices for efficient communication
Access to customer service and technical support that can quickly resolve issues and provide guidance
Mobile number, home internet service are from the same provider.
Lilit Yesayan
Young adult with a passion for entertainment and digital media, seeking high-quality and affordable telecom services.
Occupation
Event manager
Location
Armenia, Yerevan
Family
Single
Age
26
Pain Points
Limited budget for telecom services, with competing demands for entertainment subscriptions and other expenses
Limited coverage or access to high-speed internet and TV services in some areas
Difficulty finding reliable and legal sources for digital media content
Needs
Fast and reliable internet services for streaming video and downloading content
Affordable and customizable TV packages with a wide range of channels and on-demand options
Access to digital media content providers that offer a diverse selection of high-quality content
Mobile number, home internet service are from the same provider.
User interview
Follow up questions to the users
What factors influenced your decision to choose Ucom Armenia as your telecom service provider?
How satisfied are you with Ucom Armenia's customer service and technical support?
What services or features would you like to see Ucom Armenia in the future?
How does Ucom Armenia compare to other service providers in terms of pricing, network quality, and customer service?
SWOT analyses
In order to effectively navigate the market, it was imperative for us to gain a comprehensive understanding of our organization's strengths, weaknesses, opportunities, and threats. Therefore, we conducted thorough SWOT analyses to evaluate our internal capabilities and external landscape. This enabled us to make informed decisions regarding our future strategies, ensuring alignment with our organization's objectives and market dynamics.
Information
architecture
In order to effectively navigate the market, it was imperative for us to gain a comprehensive understanding of our organization's strengths, weaknesses, opportunities, and threats. Therefore, we conducted thorough SWOT analyses to evaluate our internal capabilities and external landscape. This enabled us to make informed decisions regarding our future strategies, ensuring alignment with our organization's objectives and market dynamics.
Old screen weaknesses
The initial concern pertains to the navigation aspect of the system. Learning and navigating through it proves challenging due to the lack of meaningful and recognizable icons. Additionally, the excessive presence of call-to-action (CTA) buttons adds to the confusion. It becomes difficult to discern which CTA to select, as all buttons are presented as primary without any secondary options.
Old screen weaknesses
The tab bar is currently causing confusion due to its design. It features an excessive number of bars, making it unclear which one is the correct option and where to tap. Navigating to the intended page requires too many steps. In order to enhance usability, it is recommended to streamline the process, reducing the number of taps required and providing a clear list of options. Also in detailed pages there aren’t back button, which confuses users how to navigate back. Additionally, the lack of a browsing history for previously opened pages forces users to access the hamburger menu on the details page instead of utilizing a more intuitive back button.
New suggestions
Through stakeholder and user interviews, we discovered a strong user desire to check their existing balance and tariff plan effortlessly, without the need for additional clicks or detailed pages. Additionally, users expressed the importance of easily accessing features such as balance recharge, exploring available tariff options, and engaging with news and features similar to social media stories.
Designs
After understanding user needs, goals, and pain points, we aligned them with business requirements and generated initial design screens. I developed several design versions and components, which served as a starting point for other designers to carry on with the mobile version and conduct testing. One important suggestion I made, in response to both user needs and market competition, was the incorporation of a gamification component. Recognizing that this feature was crucial for millennials and present in our competitor's app, it became imperative for us to include it as well.
Thanks to our collaborative efforts, we have observed significant progress in the past 2-3 months since the app was released. The number of downloads has increased from 1,400 to 1,700, indicating a positive trend.
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