Each market operated independently, resulting in inconsistent designs and a fragmented user experience.
Lebara
Revolutionising the Commerce Experience across the European market
Lebara embarked on a digital transformation journey in January 2021, and I joined the business in March 2021. My role was to establish and lead the UX and UI design team in the redesign of all digital products used across five European markets, starting with the website.
Role
Product Design Lead
Teams involved
‣ Product Design
‣ Product Management
‣ Engineering
Timeline
Sep. April 2021 ⇢ Jun. 2022
1. The Challenges
Absence of a formal design department
The company did not have an established design department, and there were no existing design materials or processes in place.
Siloed approach
Lack of guidance
No previous direction or guidance provided at the group level, which led to inconsistency in brand identity and user experience across the websites.
The Design Process
Research
User Interviews
To gain insights into the current website user experience, we planned and conducted user interviews in collaboration with each market.
These interviews aimed to gather feedback and understand the most important aspects of users’ website journeys, including pain points and strengths.
Market Competitor Analysis
We conducted a competitor analysis to gather information about the main key players’ user experience, product features, and other aspects of their platforms.
This analysis provided us with a comprehensive overview of the current market landscape.
Data Analysis
Working closely with the analytics team, we conducted extensive data analysis to gather information about the performance of each market’s website and additional insights into user experience.
This analysis provided valuable data-driven insights.
Stakeholders Workshops
Once we gathered and organized all the relevant information and data, we conducted multiple workshops with each market team.
These workshops served as forums to present our findings, propose different solutions, and gather requirements for the new and redesigned website platform.
The Design Process
Design
Wireframing and
Prototyping
In the design phase, we prioritized wireframing and prototyping to refine the user interface and interaction designs. Beginning with low-fidelity wireframes, we laid out the website’s structure and essential functions, keeping the user’s journey in focus.
These initial models evolved into interactive prototypes, facilitating user feedback collection and usability testing.
Design System Development
To promote design consistency and streamline our workflow, we created an extensive design system for Lebara’s digital offerings.This empowered our team and the engineering team to collaborate effectively, ensuring uniformity across designs and speeding up the design-to-development cycle.
End-to-End features Design
We followed an end-to-end design approach to ensure a seamless and engaging user experience across the entire website. Each feature and interaction was carefully designed and tested to meet the needs and expectations of the users.
We paid close attention to details such as visual hierarchy, typography, and responsive design to create a delightful user experience.
1. The Impact
TBD
The finalised product was a robust web platform provided flexibility and scalability, empowering each market to tailor their website to their unique needs. Additionally, it offered several options to easily customise the design of certain components, allowing markets to maintain their brand identity while benefiting from a unified user experience.
+1.5 Milions
New Customers
The transformative redesign contributed to doubling the customer base from 1.5 million to 3 million within the first year.
Team size Growth
from 0 to 8
Achieved team size growth by building, growing, and mentoring a globally distributed Product Design Team from 0 to 8 members over two years.
50% Faster
Design Delivery
Implemented a new Global Design System that streamlined the creation of user experiences resulting in a 50% faster design delivery.