Overview

Dom.ru is a leading independent operator of telecommunication services in Russia. The company is one of the top three in terms of wired Internet speed in Russia, market share of broadband Internet access and television.

When I came to the project, dom.ru already had a mobile app with very limited features. The main function of the app was refill the balance to keep using the internet and TV. Several features were opened in webview.

Problem

The former app had a lack in the overall navigation, the design was outdated and most critical – the number of active users and app grades went down. My job was to rethink the approach of the app appliance, develop a new architecture for the mobile app, and then design new flows and screens. I was responsible for the new information architecture and the overall user experience as well as the visual design.

Process

It's easy to feel overwhelmed while standing on the precipice of a large-scale design project. There is an incredible amount of information to gather and understand and, oftentimes it's hard to know where to start. While there's no perfect strategy, a few simple steps can transform your project from individualistic tasks to a collaborative program with everyone working towards a common goal. Our design process looked something like this:

Research

Before devising the mobile application solution, I took the initiative to analyze existing solutions in the orthodontic sphere and other relevant industries. This involved brainstorming, market research, and competitive benchmarking.

Consumer research and user interviews were conducted to find high-level areas of opportunity and determine the vision and guiding principles of the redesign.

Goals

Before embarking on a mobile app redesign, it's essential to analyze user behavior and feedback, identify pain points and areas for improvement, and create a solid plan that addresses these issues. Here are a few questions we kept in mind:

Result

Benefits

Conclusion

With all these changes, I aimed to redefine the dom.ru user experience — ensuring that every interaction reflects the brand's ethos and an effortless journey for the user. It's not just about redesigning; it's about reimagining how users connect with the app. It continues to grow and improving through user feedback. Besides that, we could see a great results coming through the app and impacting the company as a whole.

The process is not finished yet, we are constantly working on some new features. Still, the app has already came through a dramatic transformation. From the modest 3.1, we climbed the ladder of acclaim to achieve 4.5 stars. The daily active users skyrocketed and the overall revenue increased significantly.
Here are some numbers we achieved by the end of 2023:

We delved deep into understanding our primary target audience by scrutinizing their activities and behavior.

Having established our personas, the next pivotal step was understanding their motivations, challenges, and desired outcomes.

We focused on providing quick access to app's core features by streamlined and intuitive user experience. The A/B test results were better than expected. With the new navigation, quick widgets and convenient management our customers were using the app more frequently and had higher engagement. More users were using the core app features like wi-fi speed test and diagnostics, and we saw an uplift in the value-added services.

By bringing fresh ideas to the table based on user behavior analysis and unbiased feedback, the redesign process can lead to additional features and an eye-catching design that appeals to users.

Based n these questions, our high level goals were:
1) Stay up-to-date with the latest mobile technologies and ensure the app is optimized for the latest mobile app development frameworks and mobile devices. This can include changing the design or user experience to improve compatibility and app performance.
2) Identify areas of the app that are causing issues for users, such as confusing navigation or a cluttered interface. Streamline the design and simplify the user experience to make it more intuitive and user-friendly.
3) Redesign the app with a modern look and feel that is consistent with our brand and target audience. Use new brand design elements and color schemes, and ensure that the app is visually appealing and easy to use.

The redesign included restructuring the existing design into a unified system. This included typography, colors, icons, illustrations, elements style, and relation logic between them. It also involved a complete rethinking of whole screens and in many cases even chunks of the product, including removal of some elements, renaming or rewriting complete pages, and much more.

During the process of the redesign, we:

• created a wireframes that presented all of the most important interface elements and describes how they should interact with each other
• built a dynamic prototypes of the application to sufficiently evaluate the appearance of the application and the logic of interaction between elements
• tested the prototypes to identify gaps and potential for improvement until the application can finally be sent to developers

Don't think that we redesigned everything immediately andcompletely. We started with some certain parts of the application that prevented us from achieving intended results. In addition, it took some time and the the process was iterative
This is example, how the home screen of the app came through changes:

Overall, this was a huge project which required 500+ of screens and 1000's of UI elements designing. Here are a few more screen examples for you to view.

Unique mobile app features that keep users engaged and satisfied helps to retain existing users, while also attracting new users through positive feedback and recommendations, contributing to the long-term success of your mobile app.
By offering features that catered to user expectations and address their pain points, the app provided value and enhanced overall satisfaction, leading to positive reviews and higher app store ratings. Also, user engagement led to increased conversion rates, signups, and in-app purchases.