FiveSIM

Building a multilingual telecom mobile app for blue-collar workers to help them stay connected with their families.

Mobile App

Full Design Process

Project overview

Industry:

Telecom

Market:

UAE

Client:

Etisalat

Year:

2021

Duration:

4 months

My role:

Lead UX Designer

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Problem

How to design a multilingual application for blue-collar workers with limited digital literacy?

Business case

Improve brand engagement and create an emotional connection.

Defend the company's revenue against VoIP (Voice over Internet Protocol).

Capture the maximum share of mobile moments of this customer base.

Increase wallet share from FiveSIM customers.

Customer base

The target customers are blue-collar workers migrating to UAE in search of a better future dreaming of making better incomes to look after their families, get their own houses back home, and get their children through schools.

Research

Our team conducted market and user research using a mix of qualitative and quantitative research methods to gain a deep understanding of the target audience’s needs and behaviors.

Key Observations:

of the users spoke languages other than English and Arabic, with Hindi, Malayalam, Urdu, and Bengali as the most common. This finding underscored the need for robust multilingual support.

of participants struggled with basic digital skills, reinforcing the importance of a highly intuitive and simplified interface.

User Needs:

Connect with their families back home.

Connect to Wi-Fi and stream regional content.

Access to social entertainment apps with movies and cricket.

Insurance and affordable options to transfer money.

Key features

To make sure our product meets the goals and needs of this unique customer base, we included these key features:

Quick access through an OTP.

Robust language support.

Pre- and post-login onboarding tours.

Home Away from Home plans with entertainment apps.

Balance & recharge.

Special deals and add-ons.

Icons-based hub for partner apps like eWallet, SwitchTV and more.

Design challenges and solutions

Multilingualism

Designing multilingual mobile apps, especially for languages with completely different scripts like Hindi or Arabic, involves several best practices to ensure usability and accessibility.

The most important things to remember are Left-to-Right (LTR) and Right-to-Left (RTL) reading support (screen mirroring), font compatibility, and legibility of text.

To make sure everything translates smoothly, I designed different versions of crucial parts of the app using Hindi and Arabic text.

Lower Digital Literacy

To create an inclusive and accessible app, I had to make the design simple, use plain language with visual clues, and provide intuitive guidance throughout the journey.

Here are some best practices I implemented to address these challenges:

Plain Language

All instructions and messages were written in simple, straightforward language, avoiding technical jargon and complex sentences. Keeping text short and to the point, and breaking up information with bullet points and headers, further enhanced readability and user comprehension.

Visual Aids and Icons

Recognizing the power of visual communication, I used universally recognized icons paired with text labels to represent actions and features. Visual cues such as arrows and highlights were added to guide users through tasks, making interactions more intuitive.

Step-by-Step Guidance

To help with navigation, the users were provided with step-by-step onboarding tutorials that introduced them to the app's basic functions. Contextual help and tooltips appeared as users encountered new or complex features, offering additional support exactly when it was needed.

Feedback and Confirmation

Providing immediate and clear feedback for user actions helped users understand the consequences of their interactions. Confirmation dialogs for critical actions prevented accidental errors and increased user confidence.

Validation

During the user testing phase, we focused on validating the home page & bottom navigation, and Five All-Rounder purchase flow. We worked with a diverse group of 10 participants, aged 20-45 representing various nationalities.

Before the tests, we conducted brief interviews to understand their mobile usage habits and preferences.

During the user testing phase, we focused on validating the home page & bottom navigation, Five All-Rounder purchase flow, and 3 home page design comparisons. We worked with a diverse group of 10 participants, aged 20-45 representing various nationalities.

Before the tests, we conducted brief interviews to understand their mobile usage habits and preferences.

Key Observations:

of users couldn't find the bottom navigation.

I found it easy to navigate, once I found the icons at the bottom.

participants appreciated the video tutorials.

I really like that I can watch videos with instructions.

of users found it difficult to activate their plan benefits after purchase.

I wasn't sure where to turn on my benefits.
I couldn't see the button.

of users couldn't find the bottom navigation.

I found it easy to navigate, once I found the icons at the bottom.

participants appreciated the video tutorials.

I really like that I can watch videos with instructions.

of users found it difficult to activate their plan benefits after purchase.

I wasn't sure where to turn on my benefits.
I couldn't see the button.

I wasn't sure where to turn on my benefits. I couldn't see the button.

Final product

The final version of the application was released in early 2023 and is available in the Google Play store.
The app was downloaded over 400k times and has a rating of 4.85.

Measuring success

Before I rolled off the project, I made sure to collaborate with the client to establish what success looks like. We focused on defining success metrics for the business and design.

Business metrics:

Customer retention rate.

Purchase conversion rate.

Customer wallet share value.

Design KPIs:

Task success rate.

Time on task.

Error recovery.

Customer satisfaction score.

Personal learnigns

Working on this project provided me with invaluable insights and learning experiences.
Understanding and empathizing with users who have low digital literacy and language barriers reinforced the importance of designing with the user's unique challenges in mind. Implementing a multilingual interface taught me the nuances of designing for diverse language speakers, ensuring accessibility and inclusivity.

Working on this project provided me with invaluable insights and learning experiences. Understanding and empathizing with users who have low digital literacy and language barriers reinforced the importance of designing with the user's unique challenges in mind. Implementing a multilingual interface taught me the nuances of designing for diverse language speakers, ensuring accessibility and inclusivity.