Beeline redesign

Outcomes

• Redesign included the website menu, data plan pages, TV and home internet connection pages, online shop main page, detalisation page in personal account, help and support section
• Created a design system for both the website and mobile app, which helped establish consistency across interfaces. This simplified the design process and provided users with seamless experience‍
• Redesigned the main page of the online shop, which played a key role in simplifying the purchase process and improving navigation in the shop. As a general result, the conversion rate for device orders increased by 38% on the website
• By optimising the user experience on key sections like the data plans and home internet pages, we observed a notable 11.8% increase in WAU on the beeline and TV platforms
• Redesigned the partner program and data plan sections in the mobile app, making them more user-friendly and accessible. These improvements contributed to an 8.6% increase in DAU on the Android app

Company overview

Beeline, one of the top three telecommunication companies in Russia with a user base of around 49 million across the Commonwealth of Independent States, underwent a major rebranding in 2021. Beeline started on its first significant redesign of the website and mobile application in over 16 years. This project presented a unique opportunity to not only refresh the visual identity but also significantly improve the user experience, and I was excited to contribute to such a large-scale project.

My role

I was responsible for redesigning several key sections of the website, including the menu, data plans page, help and support section, the main page of the online store, home internet page, and the detailisation pages within the user account section. I also played a role in updating some products of the mobile application. I took a major part in the creation of a new design system and made first iteration of landing page builder.

Challenges

• Inconsistent design: The existing website lacked a unified UI kit, which led us to create a design system for updated design.
• Time Constraints: The timeline for the redesign was very tight, which required us to work closely as a team, collaborating efficiently and investing extra effort to meet the deadlines without compromising on quality
• Research Limitations: Although some usability testing was conducted, it was often overlooked in favor of rapid decision-making, we took key insights from the UX lab and applied them where possible.

Design process

Our design process was highly collaborative. The design-lead initiated the project by proposing the main concept for the homepage of the mobile application. Building on this foundation, each team member, including myself, contributed design concepts for different parts of the site and application. I focused on refining the menu, data plans page, design system and other crucial sections, aiming not only to align with the new branding but also to improve navigation and overall user experience. We used Figma as our primary tool, which allowed efficient collaboration across the team.

Reflections and learnings

in concept for the homepage of the mobile application. Building on this foundation, each team member, including myself, contributed design concepts for different parts of the site and application. I focused on refining the menu, data plans page, design system and other crucial sections, aiming not only to align with the new branding but also to improve navigation and overall user experience. We used Figma as our primary tool, which allowed efficient collaboration across the team.