vijay chekuri ux designer

Lebara Mobile Digital Transformation

Leading the global omnichannel digital transformation of a telecommunications company. Responsible for Service design, Process design , Product & UX/UI design.

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vijay chekuri ux designer

My Role

Service design, Process design , Product & UX/UI design, Front-end Development (Some).


6 Months.

Year Launched : 2017-18

Team Size


Lead Designer (me) + Worked with a Digital agency (Reply)

Tools Used

vijay chekuri ux designer

1. Overview

Lebara is a telecommunications company providing services in many countries around the world, using the mobile virtual network operator business model. Lebara Mobile provides pay-as-you-go mobile SIM cards, targeted toward the needs of international communities and migrant workers.

I did complete rebranding for the business (internally & externally). Redesigned all websites & Mobile applications. i did redesign the current Website & App and designed a new website with the proper UX methodologies and research data.

Did Stakeholder interviews, Research, journey maps, analysis, wireframing, prototyping, testing, iterations. Followed User-centered-approcah and worked in a complete Agile environment. I have worked with an external agency for User testing & Development purposes. Built and managed a product design team of 4.

2. Problems

  • Very very old deisgn
  • Poor typography
  • Outdated checkout journeys
  • Limited Functionality
  • No customer service support
  • No Promotions / Banners
  • Less / Confusing information
  • Confusing user flow
  • Long SIM activation journeys
  • Outdated dashboard
  • Long TOP-UP user journey.
  • Product & Service design issues

3. Goals

Main goal was modern look through out the website & mobile applications with great user experience and expand the customer base accross the europe and middle east.

  • Simplifying user journey
  • Smart product selection
  • Mobile App design
  • More informative for all users.
  • Design accroding to new business strategies.
  • Increase revenue and Customer base + Multi-lingual
  • New check-out journeys
  • Best customer support

I did solve the major problems in the current website so the company will get the revenue in the meantime instead of waiting until we launch the new website & App.
I did redesign some complex user journeys (checkout / Top-up) to decrease the bounce rate. It actually worked and bounce rate has gone from 49.7% to 3.5% as per the google analytics. Looking at the data and talking to customers, made it clear that a lot of people were having a hard time to check out and finding the right product. Having gone through a series of interviews with the stakeholders and product owners, I have gathered enough information to move forward.

Mobile App redesign

I started with the mobile app because as per the marketing team's data 55% of Lebara users are using the Mobile App & Mobile phone browsers to place orders on the website so I did redesign major complex user journeys.


The Process

I have looked at the data collected using Google Analytics and Localytics to get an idea of how the mobile app and web site is used. We have based the analysis on data from the last months (June 2018). For the web site we have based the data from the UK.

In Localytics the Top up funnel is configured and easy to monitor The funnel currently has a 21-24% conversion rate. No other funnels are easily monitored.

Tags & Funnels


Finding the issues

Discovery Phase-1


Discovery Phase-2


Discovery Phase-3


Key Touch Points


Three weeks immersion and concept phase, followed by nine weeks delivery of html templates and an visual app prototype


Information Architecture


Sprints Structure



app-screen app-screen app-screen app-screen app-screen

Some wireframes (Can't show all wireframes & prototypes due to permission issues)




Spent fair amount of time to do the Analysis & Wireframing and Prototyping.

User testing

Chose Non native English speakers for 40 minutes interview


Results/Insights (Some)


Some final key Hi-Fed prototypes

app-screen app-screen app-screen app-screen

I have done a similar process for Website Applications. you can find the process & information soon (waiting for the permission.)

The Result

The new design of the App is clear, has modern graphic elements, and provides a simple solution of regular use cases. The structure and the content are understandable and consistent and acheived all the goals with flying colors.

Mor than 500K+ downloads and 90% of App users coming back to the app to make the purchases.