One of the main challenges Robi posed us was to make the app a comprehensive consumer services app apart from digital payments, ticketing, social connections, etc., while still serving their primary function of managing mobile plans, recharges, etc. Another challenge was to design a similar app with a slightly different set of functionality for their sister brand which served a significantly different user base. The apps had to be distinct from each other given their user bases were significantly different. In order to understand the user personas especially for the 2 brands, we traveled to Bangladesh and conducted extensive user research. We prioritized the features in a way that does not make users feel overwhelmed with the newly added features. We ensured that the most important information and action items contribute to helping the user accomplish their goal in the quickest possible way. We made sure content hierarchy was coherent to promote glanceability.
