Background

MTN, a leading telecom provider across Africa and Asia, is facing challenges in increasing the number of active app users despite holding a 35% market share and being the market leader in Nigeria's telecom sector. In contrast, its key competitor, Airtel, a global telecom powerhouse, has effectively engaged young Nigerians through its mobile apps and value-added services. To remain competitive, MTN has launched the Next Gen initiative, aimed at transforming its digital touchpoints to better resonate with young Nigerians, including a comprehensive redesign of the MTN App.

Problem

MTN Nigeria's current app efficiently handles basic functions like recharges and payments but doesn't fully align with the growing demands of tech-savvy Millennials and Gen Z users. Competitors have either transformed or are in the process of transforming their apps into lifestyle hubs, offering music, movies, and other engaging services, making them more attractive to younger audiences. To stay competitive, MTN must reinvent its app as a comprehensive lifestyle platform that not only meets but exceeds the offerings of its competitors, integrating a wide range of value-added services and delivering a more engaging, all-in-one digital experience.

Solution

To transform the MTN app into a lifestyle platform that meets the comprehensive digital needs of Millennials and Gen Z, it must become a central hub for entertainment, productivity, and connectivity. To achieve this, the MTN app needs to:

• Integrate music, movies, gaming, e-books, and podcasts with localized and culturally relevant content.

• Deliver tailored recommendations for entertainment, data plans, and lifestyle services.

• Balance new features with existing core functionalities like recharges and payments.

• Introduce challenges and loyalty programs with redeemable rewards for app engagement...

• Gather user feedback and use analytics to release regular updates and innovative features.

  

Understanding Nigerian Telecom Users

To successfully transform the MTN app into a lifestyle platform, it is essential to deeply understand the unique preferences, behaviors, and cultural nuances of Nigerian Millennials and Gen Z users.

Research Areas to Understand Nigerian Millennials and Gen Z Users

• Cultural Preferences and Influences

• Digital Behavior and App Usage

• Personalization Expectations

• Economic and Technological Constraints

• Competitor Analysis

• Gamification and Loyalty

• User Pain Points and Frustrations

Interview Outcomes

• A versatile app combining entertainment, productivity, and connectivity features is highly sought after.

• Users value localized, culturally relevant content, including Nigerian music, Nollywood movies, and local podcasts.

• Greater variety in data bundle options is a common expectation.

• Access to global OTT platforms and international music is also in demand.

• Gamification elements like challenges, rewards, and loyalty programs appeal to users.

• Personalized recommendations for entertainment and data plans are highly appreciated.

Framing & Shaping: A User-Centric Transformation

The MTN app underwent a comprehensive redesign to integrate value-added features preferred by users while enhancing existing workflows. The redesign balanced user experience, user needs, brand identity, and business goals to deliver a solution that is intuitive, engaging, and inclusive. By studying the mental models of existing users, key flows such as airtime recharge were optimized to minimize the learning curve, ensuring a seamless experience for both tech-savvy users and those less familiar with digital interfaces.

The revamped MTN app features a personalized onboarding process to capture user preferences, such as entertainment options, app themes, and language settings, creating a tailored experience. Users can skip steps and complete them later. Non-MTN users can easily migrate or order a new SIM through a dedicated flow, while an integrated online KYC ensures seamless identity verification. This streamlined onboarding sets the stage for an engaging and user-focused experience.

Personalized Onboarding Experience

The revamped app features a personalized onboarding process that captures user preferences, such as entertainment options, themes, and language settings, while allowing flexibility to complete steps later. A seamless migration process for non-MTN users, including online KYC for identity verification, ensures an engaging start for all users.

Reimagining the Recharge Journey

Research revealed that 68% of online recharges are performed by tech-savvy family or friends of MTN users. To address this, the "Recharge for Others" feature was prioritized, enabling users to save details for quick and convenient recharges. This redesigned journey enhances usability, making it effortless for users to manage recharges for themselves or others.

Entertainment as a Lifestyle Offering

To transform the app into a lifestyle platform, MTN partnered with streaming services and secured exclusive content. The new "Play" section, prominently displayed on the landing page, offers movies, music, games, and more. Inspired by popular entertainment platforms, the design ensures a seamless and engaging experience, enriching the app's appeal to entertainment enthusiasts.

Personalized Bundles

The introduction of "Bundles" offers users customized combinations of airtime, data, and entertainment benefits. A recommendation engine analyzes usage patterns and past behaviors to present tailored options, ensuring users receive the most relevant offers. This dynamic approach simplifies decision-making and maximizes value for users.

Gamification and Loyalty Rewards

To boost engagement and retention, the app introduces a tiered system where users earn badges and unlock exclusive rewards based on activity. Cross-platform promotions, coupons, and loyalty benefits encourage consistent app usage while fostering a sense of progression and recognition.

Conclusion

The redesigned MTN app stands as a testament to innovation, seamlessly integrating value-added features, personalized services, and intuitive design to meet user needs while achieving business objectives. Extensive research and usability testing ensured that the app addresses key pain points, simplifies critical flows, and provides a highly engaging and inclusive experience. By blending entertainment, connectivity, and productivity into a single platform, the app not only enhances user satisfaction but also strengthens MTN's position as a leading telecom provider in the competitive market. This holistic transformation highlights MTN’s commitment to delivering a future-ready digital experience that caters to the evolving needs of its users.

Impact

The MTN app redesign added 5 million users in two years, driven by improved usability, personalized features, and seamless interactions. With a focus on accessibility and user satisfaction, the app earned consistent 4+ star ratings on both the App Store and Play Store, significantly boosting user engagement and retention.

Role

As one of the designers involved in the app's development, I played a pivotal role in designing and enhancing several user journeys, including airtime recharge, bundles, referrals, and play. My contributions focused on improving the overall user experience by conducting user research, collaborating with stakeholders and cross-functional teams, and designing the app from sketches to high-fidelity prototypes. Additionally, I conducted usability testing to ensure the designs were intuitive and user-friendly

Skills Acquired

• Deepened understanding of conducting user research and usability testing to gather valuable insights for refining design decisions.

• Enhanced ability to collaborate with cross-functional teams and stakeholders, ensuring alignment between design solutions and business objectives.

• Strengthened skills in transforming design concepts from sketches to high-fidelity prototypes, improving visual communication.

• Deepened understanding of how to present and communicate design solutions effectively to diverse audiences, ensuring stakeholder alignment.