Through competitor analysis and user research, we removed barriers to inclusion by refining or introducing new patterns to support adoption, while also creating a flexible design system that needed to scale across MTN’s 21 operating countries.

RESEARCH

1. Competitor audits & lightning demos laid the groundwork for understanding product selection, coverage availability, checkout, payment types and shipping. Internet service providers were key examples of how to deal with pre-paid and post-paid types of internet for both LTE and fibre.

2. Stakeholder interviews of internal MTN product owners provided valuable insight into the unique challenges faced on the ground.

3. Maze usability testing provided useful observations into where certain journeys were causing friction for users

Outcome 01

Making connection more accessible, for more people with different needs.

We focused on reducing friction for first-time users by simplifying the journey from landing page to product selection. Knowing that some users may be unfamiliar with online shopping or have limited digital literacy, we designed:

1. A coverage map upfront to check service availability.

2. Followed by a simple toggle selection that allowed users to choose between ‘pre-paid’ or ‘post-paid’ options, and whether they needed a ‘SIM with a device’ or a ‘SIM only’, depending on their needs.

3. Generally, a visually guided experience with large product imagery & overt UI patterns

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Key learnings
In our first usability test using Maze, we observed a significant number of drop-offs on the ‘Home Internet’ page. Most users were getting distracted by device selection, which had initially been paired with internet options. In the second round of testing, we separated these into two distinct steps, which led to a clearer flow and significantly improved results.

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Outcome 02

Establishing clear pathways to checkout & out of reach customers.

Before creation of the eShop, delivery rules shaped by existing business and strategic-logistic constraints required the purchaser’s details, sole address and signature, creating barriers for users buying on behalf of others.

We solved this by:

1. Letting users enter an alternate delivery address under their name

2. Allowing someone else to sign on their behalf

3. We created an option for “click & collect” when outlying areas were not an option for delivery. (Some users didn’t have an official address, but were eligible for a specific service)

   
   

Outcome 03

From check-out to check-in, giving users a way to verify ID & track orders.

After purchase and signing up, users needed to upload required ID verification documents in order to complete the delivery process:

1. We focused on making the verification step feel simple by guiding users through document upload and keeping the status front and centre, so first-time users could be kept assured.

2. A dedicated dashboard let users track orders, top up/track internet data, access wish lists, and access other key functions, creating a more transparent and reassuring post-purchase experience.