Working closely with product management and business analysts, we thoroughly reviewed product requirements, ensuring clarity and precision for the design squad.
Lebara
Driving Business Growth through a User-Centric Enterprise Platform
Lebara had great ambitions for business growth, but faced a critical need for a highly adaptable product catalogue (EPC) system to support the business in achieving this goal.
This system was essential to meet the sales and marketing demands across five diverse European markets. The fundamental goal was to offer customers the right products and deals, seamlessly integrating with Lebara’s broader digital ecosystem.
Role
Product Design Lead
Teams involved
‣ Product Design
‣ User Insights
‣ Product Management
‣ Engineering
Timeline
Sep. Aug 2021 ⇢ Feb. 2022
The Challenge
Lebara’s previous system, provided by a third-party, fell short in capability and alignment with the company’s new digital platforms. It incurred high customisation and maintenance costs, had limited interoperability across markets, and was a blocker to business growth.
The Vision
Our vision was bold: to develop a transformative Enterprise platform that would enable interoperability across all markets, offer maximum flexibility in product portfolio management, and integrate fully with Lebara’s digital ecosystem. All this, housed in a user-friendly, scalable web interface for daily use by sales and marketing teams.
The Design Process
Given the complexity, a lean and iterative design and validation approach was essential. We aimed to meet technical requirements while maintaining user-friendliness for the end-users – the product sales and marketing teams.
Research
Product Requirements Analysis
Information Architecture &
Card Sorting
We defined the platform’s information architecture for a logical navigation experience. This was informed by user research, particularly using the card sorting method.
User Workflows Revision
Creating user workflows was critical. These connected different platform parts and were continually reviewed with the product manager and engineering team before progressing to wireframing.
The Design Process
Design
Lo-fi Wireframes Design
The hi-fi wireframes for each platform part were developed, reviewed internally, and refined for technical feasibility and product requirement alignment.
Data Visualisation Technique
We focused on designing an interface rich in information and settings, yet accessible for non-technical users.
This was achieved by employing data visualization techniques and crafting new design system components that aligned with Lebara’s business design language.
The Design Process
Testing
User Validation
We conducted internal user testing with sales and marketing teams. Feedback was used to iterate on platform aspects that did not meet user expectations.
User Testing Session – Practical Example
During one testing iteration, it was clear users struggled with multiple overlays when setting up a product. We shifted to a more focused, step-by-step flow, which, upon testing, received positive feedback and was integrated into the final design.
The Design Process
Handover & Development
Once the user experience reached an optimal level, confirmed by user feedback, it was crucial to focus on the final details and execute an accurate design handover to the engineering team.
This phase involved close collaboration with engineers to ensure the end product closely mirrored the intended design. This partnership was instrumental in achieving a high level of design fidelity when the platform was launched.
1. The Impact
TBD
This new platform has revolutionized how Lebara’s sales and marketing teams operate. It has provided unprecedented flexibility and integration with the digital ecosystem. Notably, it played a significant role in Lebara becoming Europe’s fastest-growing telecom provider in 2023, achieving double-digit revenue growth.
+50%
Faster Product Creations
Achieved through a user-centric interface.
-80%
Cost Reduction
Realized by internal platform implementation.
+70%
Faster Time-to-Market
For implementation of new platform functionalities.