Fixing Telecom UX to Unlock Hidden Value

A conceptual UX audit exploring how better digital journeys can reduce churn and improve customer trust in Philippine telecom.

20+

Years in Digial Design

Years in Telecom UX

Conceptual Research, Not Client Data

Challenge

High churn, low app ratings, and frustrated customers — common pain points in Philippine telecom digital experiences.

Approach

Secondary research, social listening, and domain expertise.

Goal

Model how UX improvements could reduce friction and unlock business opportunities.

The Audit Framework

Analyze

Heuristics, competitive analysis, journey mapping.

Identify

Pain point prioritization, modeled impact, quick wins.

Explore

Prototypes, conceptual solutions, opportunity framing.

Key Findings (Modeled)

Onboarding Friction

68%

drop-off at activation (industry benchmark)

Confusing Billing

40%

of support calls

Upgrade Path Hidden

82%

unaware of available plans

Self-Service Gaps

Default

to call centers

Prototypes Showcase

Support Center Dashboard showing personalized account overview with billing information and data usage alerts

Personalized Support Center

Proactive billing alerts and clear account overview reduce support calls

View prototype

Simplified onboarding screen for Smart Postpaid with clear call-to-action buttons

Streamlined Onboarding

Clear value proposition and simplified activation process

View prototype

Detailed billing interface showing usage breakdown, timeline, and smart insights

Transparent Billing

Detailed usage breakdown with smart insights and overage explanations

View prototype

Data story dashboard showing usage patterns and intelligent plan upgrade recommendations

Intelligent Plan Upgrades

Data-driven recommendations help customers find optimal plans

View prototype

What Better UX Could Mean for Telecoms

⚠️ These numbers represent modeled potential based on research and benchmarks, not realized client results.

-40%

Support Calls

Reduced call center volume

-30%

Early Churn

Better retention rates

+15%

Plan Upgrades

Increased ARPU

4.0+

App Ratings

From ~2.0 → 4.0+

My UX Audit Approach

Week 1-2

Discovery & Analytics

Deep dive into existing data and user behavior patterns

Week 3-4

User Research & Testing

Direct user feedback and usability testing sessions

Week 5-6

Analysis & Prioritization

Impact assessment and opportunity ranking

Week 7-8

Prototyping & Roadmap

Solution concepts and implementation plan

Week 9

Executive Readout

Findings presentation and next steps

Why Fresh Eyes Audit?

Local Market Insight

5 years inside a Philippine telco.

Customer-Centered

Focus on reducing friction for subscribers.

Business-Aware

UX framed in terms of churn, ARPU, and digital adoption.

Reflection & Transparency

This case study is a conceptual project based on domain expertise, secondary research, and social listening. It is not tied to a specific telecom client, but is intended to highlight recurring industry challenges and how UX audits can surface opportunities for impact.

Interested in a Telecom UX Audit?

Let's explore how UX improvements could reduce churn and unlock digital growth.