Ooredoo's SMB-Focused Business App
Transforming Ooredoo's SMB Customer Experience: Converting Time into Leads
The Ooredoo SMB App is a digital-first platform that empowers business owners to manage voice, internet, and ICT services for their employees while streamlining orders, billing, and installations.
As a Senior UX Designer, I led the end-to-end design process, from discovery and research to creating scalable, modular workflows. I implemented interaction patterns grounded in HCI principles to deliver an efficient, intuitive, and trustworthy experience that enhanced operational efficiency and drove higher sales conversion.
What I worked on
Led end-to-end design of a self-service SMB ordering app, from research to validated MVP, replacing a manual quote process.
Results
1.6K+ new customer sign-ups with a 43.9% activation rate within 6 months
69.7% quote submission rate from signed-up users
Timeline
Dec 2023 - Mar 2024 | 4 months
Overview
Ooredoo Qatar has over 30K+ active corporate customers, 87% of whom are SMBs. These SMB customers faced a frustrating manual ordering process, with only a 12% quotation-to-sale conversion rate. We developed a comprehensive mobile app that empowers business owners to place orders for telecom services independently, set up installation schedules without making any upfront payment.
The Business Problem
How can we improve a 12% quotation-to-sale conversion rate and provide a streamlined digital experience that serves busy business owners to place orders efficiently?
26K+
SMB customers across Qatar
12%
quotation-to-sale conversion rate
3-5
days to proceed with an order
The root cause? Business customers were trapped in a manual communication maze:
Phone calls for every order request
Days waiting for pricing confirmations
Complex coordination between sales, technical, and installation teams
No self-service options for busy business owners through the current app
While B2B order volume may not always be high, the order amounts are substantial. Missing a single opportunity can result in significant losses.
Understanding the B2B Mindset
We found that SMB customers needed more transparency, flexibility, and speed. They wanted upfront quotes, simple package comparisons, and postpaid options without upfront payments. Through reports, app analysis, benchmarking, and stakeholder workshops, we framed the problem around creating a business-first experience that makes bulk ordering, installations, and account management easier.
Customer Success Team Research Report Analysis
Ooredoo conducted extensive market research with its internal research team in collaboration with the marketing and customer success teams. After analyzing the combined report, we found some critical business and customer challenges that needed to be considered.
Business owners are looking to have a quote before purchasing a bulk order.
Business owners are keen on comparing package benefits.
Reluctant to pay upfront and consider postpaid plans.
Huge business opportunity with network devices (e.g., Cloud PABX).
Shop setup-related queries are requested by the business owners the most.
Showing estimated prices upfront and allowing placing orders without payment can be game-changing.
B2C app analysis and feature comparison
As part of our omni-channel design approach, we conducted the analysis to understand the extension possibility within the existing app features. We aimed to find a scope that features or services have the potential to serve the purpose for SMB customers.
B2C app analysis
Workshop with stakeholders
Once we got the complete requirements from the product team, we arranged a workshop to extract critical details about the project. The session included a QA session with people from the sales team, customer success team, and product team.
We focused on the following areas:
Break down the tasks customers need to perform to achieve their goals
Understand the steps, challenges, and actions involved in these tasks
To figure out technical requirements and constraints
Note down the areas that need more clarification from the product team
Stakeholder workshop highlights
Competitive benchmarking
Due to the lack of accessible B2B telco apps, we benchmarked telecom apps with purchase features and top e-commerce apps, focusing on established design patterns to adopt or avoid.
During benchmarking, we focused on the following workflows:
Define the scope and strategy
Business people are always busy. So, we must not waste their time but help them manage orders with an intuitive experience. Our main focus was to build this app to generate leads. Here are the primary goals we aimed for:
Seamless Onboarding
Simplified entry for both new and existing business users.
Bulk & Tiered Ordering
Support for large orders and package distribution to employees.
Smart Scheduling
Centralized manager for installations across multiple locations.
User Management
Tools for business owners to manage linked users within the organization.
Bringing Customers Voice to MVP
We developed data-driven personas from research and benchmarking to anchor the design in real customer needs, and defined the MVP scope to craft a seamless user flow supporting effortless ordering, flexible payments, guided scheduling, and easy access to support.
User flow for MVP
Concept Exploration
We conducted a collaborative brainstorming session to generate a wide range of ideas for solving key user challenges and touchpoints. The goal was to think beyond obvious solutions, encourage creativity, and explore multiple approaches before narrowing down to the most practical and impactful concepts.
Part 1: Ideate as many possible solutions for the key screens
Part 2: A design critique session with internal stakeholders
Ideation for key screens
Mapping User Interactions
Based on the critique session feedback, we created a new set of low-fidelity wireframes that served as the foundation for the high-fidelity designs. The focus was on clarifying the interaction flow and aligning stakeholders on the overall approach.
Interaction flow considering happy path
Hi-Fi Wireframing and Prototyping
Based on the agreed interaction flow, we created an interactive prototype to map the complete journey and secured approval from external stakeholders. This included 5 internal review sessions and 3 walkthroughs with external stakeholders.
Making Plan Selection Simple and Guided
What are we truly selling in telecom? The plans. And in business orders, every detail is critical for informed decision-making.
The biggest challenge in this design phase was balancing customers’ expectations from familiar e-commerce experiences with the need to make the complex category, product, and plan structure simple and intuitive. Here’s how we addressed it:
Started with the familiar Category + Product navigation pattern from e-commerce
Introduced swipeable card views for plans to make comparison simple and engaging
Applied progressive disclosure for complex plans, ensuring a focused and guided decision-making process
Users can select add-ons after choosing a plan, with the option to skip if desired.
Screens: Place an order
We defined the behavior of the plan cards based on the number of features in each plan. To ensure consistency and highlight key information for users, we considered the following statistics:
70% of plans have 2–4 features
25% of plans have 5–10 features
5% of plans have 10+ features
Based on these insights, and to help users proceed with minimal cognitive load and make effective decisions, we displayed the top 4 key features upfront and used a flip interaction to reveal additional features for plans with more than 4.
Plan and add-ons scenarios
Cart-Based Bulk Ordering
Another key challenge for customers was the inability to place bulk orders. We introduced a cart feature that allows users to select products and review all items before finalizing their order. Key considerations included:
Each cart item shows the selected plans along with associated add-ons
Users can add or update add-ons directly from the cart without returning to the plan page
Provides a complete pricing breakdown, including one-time charges, monthly recurring fees, and any installment options
Screens: Cart scenarios
Optional Scheduling
Not all telecom services need installation, but scheduling was complicated and slow, causing frustration for users. We added an optional scheduling feature so users can provide installation details during order confirmation or later.
Added an optional scheduling step during order confirmation.
Allowed users to submit installation details later if preferred.
Simplified the process to reduce back-and-forth communication and save time.
Screens: Optional scheduling
Validating with Customers
After securing approval from external stakeholders, we tested the design solution with potential customers. Sessions included both remote (23 participants) and in-store (16 participants) testing of key journeys like ordering plans, exploring packages, and updating add-ons. The focus was on improving usability, readability, and overall functionality.
5
prototypes with a specific goal
20+
micro-tasks combined
39
Interview sessions conducted
Cross-Task Insights
Navigation and IA were consistently validated
Product discovery, category switching, and home navigation scored 100% across all tasks, confirming the IA aligned with SMB mental models.
Pricing transparency was the core issue
Total cost disappeared after add-on interactions across T1, T2, and T5, indicating a structural cart feedback gap.
Scheduling created order state anxiety
7 participants feared their order would be lost when closing the scheduling window, revealing a state-persistence problem.
Cart edit flow was the weakest interaction
Swapping add-ons scored 75%, the lowest sub-task score across all 5 prototypes, due to unclear edit affordances.
Intended tasks
Place an order for Aamali 200 with 500 local minutes and 10GB local data
Place an order for Aamali 200 with TE 100 with strong rugged IP 68 in 12-month instalments
Place an order for 500 MBPS Fibre Broadband and schedule it for installation
Explore the features and packages of Cloud PABX with Webex
Update the add-ons. Add Local 1000 Minutes instead of 2GB Local Data
Feedback Adjustment
The user testing validated the core flows of the SMB app while uncovering key areas for improvement. Insights from ordering, exploring packages, and managing add-ons informed refinements to enhance usability, efficiency, and clarity for business users.
Participants attempted a total of 422 micro-tasks, of which 344 were completed successfully, 53 were completed with difficulty, and 25 could not be completed.
Highlights from the Sessions
Users missed product additions, add-on messages, and price details in checkout and cart.
Plan cards caused confusion with scroll areas and unclear one-time vs. recurring charges.
Add-on flow lacked totals, clear installment pricing, and tracking of selected items.
Scheduling led to uncertainty in confirmation and inconsistent address input formats.
Screens: Feedback adjustments
Impact after 6 Months
Within 6 months of launch, the app recorded around 4K downloads, converting to 1,671 sign-ups (43.9% activation rate) and 1,164 quote requests submitted (69.7% of signed-up users). Order fulfilment confirmation was managed by a separate operations team and is not reflected in these figures.
What's Next?
Scale the App Beyond MVP
Expand the solution with production-level features and robust architecture.
Deepen Customer Insights
Continue capturing behavioral data and feedback to refine journeys.
Measure Long-term Impact
Track retention, repeat purchase behavior, and overall customer satisfaction.
Iterate based on Fedback
Establish a design–test–learn loop for ongoing optimization.
