DU Telecom Self-Service Portal

DU Telecom Self-Service Portal

Client

DU Telecom

Year

2022

Role

Lead UX Designer

Transformed the digital self-service experience for the UAE's second-largest telecom operator, reducing call centre volume by 40% through intuitive account management tools.

The Challenge

DU's existing self-service portal was built incrementally over a decade. Customers struggled with basic tasks like viewing bills, upgrading plans, or managing add-ons, leading to high call-centre dependency and operational costs.

Approach

We rebuilt the portal from scratch with a task-oriented architecture. Every screen was designed around a single user goal. We introduced progressive disclosure to handle complexity, real-time usage dashboards, and a one-tap plan upgrade flow.

Results

Call centre volume dropped 40% within six months of launch. NPS increased from 32 to 58. The portal became DU's primary customer interaction channel, handling over 3 million monthly sessions.