Kuwait's #1-ranked telecom operator was losing customers to friction it couldn't see — until 300+ UX findings gave it a map.

stc Kuwait is the Kuwaiti subsidiary of stc Telecommunication Group, delivering mobile and digital telecom services to consumers and businesses across Kuwait. In a highly competitive market, its digital platforms are the front line for customer acquisition, service management and support — making experience quality a direct driver of business performance.

• Role — Lead Experience Designer
• Duration — 2 months
• Scope — Mobile app + website
• Focus — UX strategy, experience assessment, journey redesign

stc Kuwait's digital experience was struggling to scale with business growth, creating friction across critical journeys such as onboarding, plan selection and checkout. Inconsistent flows increased user effort, drove drop-offs, and led to repeated support complaints — while internal teams lacked clarity on what to fix and how to prioritize. A full UX audit surfaced more than 300 individual findings across the SIM and device purchasing flows alone.

• Confusing and inconsistent core journeys
• Increased user effort leading to drop-offs
• Recurring UX-driven support complaints
• Lack of clear prioritization and direction

The core challenge wasn't just improving usability. It was bringing structure and clarity to a fragmented experience.

The focus was clarity before solutioning — every decision grounded in evidence and aligned with business priorities.

• Conducted a full heuristic UX audit across mobile and web
• Evaluated critical customer journeys end-to-end
• Benchmarked against regional and global telecom leaders
• Identified high-impact friction points
• Established a prioritization framework based on severity and business impact

This shifted the conversation from assumptions to data-driven decision making.

Insights were translated into a clear, actionable experience strategy supported by focused design outputs. A key improvement was the SIM plan browsing experience, where simplified comparisons and clearer structure transformed a complex flow into an intuitive one.

• Defined "To-Be" journeys for high-impact flows
• Redesigned plan browsing and selection to simplify decision-making
• Improved checkout and onboarding to reduce friction
• Introduced clear visual hierarchy and structured layouts
• Delivered a prioritized UX roadmap aligned with business and technical feasibility

The work delivered measurable improvements across both user experience and business performance, and established a clear UX foundation that enabled faster decision-making and better cross-team alignment.

This wasn't just a redesign. It brought structure to a fragmented experience, aligned teams around clear priorities, and enabled better decision-making at scale.