Tigo, a brand of Millicom International Cellular S.A., is a dynamic telecommunications company serving millions of customers across Latin America and Africa. Delivering essential mobile services, including voice calls, SMS, and high-speed internet, while pioneering innovative solutions like mobile money transfer in select markets.
Tigo enlisted MAD's UX expertise to tackle crucial challenges within their digital landscape. The project centered on elevating Tigo's peer-to-peer (P2P), business-to-business (B2B), and business-to-consumer (B2C) offerings through in-depth research aimed at enhancing functionality and user experience. Tigo also sought MAD's guidance on integrating new services into their mobile apps seamlessly, maximizing user engagement.A key issue was Tigo's fragmented digital presence across various countries, with multiple standalone applications creating an inconsistent user experience. MAD was tasked with consolidating these diverse apps into a unified platform, that catered to Tigo's wide-ranging user base across their active countries of operation. This extensive UX revamp was designed to bolster Tigo's digital products, boost user satisfaction, and fuel growth in their competitive market segments.
We tackled Tigo’s digital challenges with a comprehensive strategy, starting with extensive user research across markets to inform a unified UX approach. To address fragmentation, MAD designed a flexible, modular app architecture, allowing for a single core application with market-specific modules. This was complemented by a standardized design system and improved user flows for P2P, B2B, and B2C services. The team also developed a framework for seamlessly integrating new services and created brand guidelines that maintained Tigo's global identity while allowing for local customization.
The results were impressive: user satisfaction scores increased by 35%, app retention improved by 28%, and the time to introduce new services was reduced by 40%. Cross-selling between B2C and B2B segments saw a 20% uptick, while digital transactions across platforms increased by 15%. By addressing Tigo's challenges, MAD not only solved immediate problems but also positioned Tigo for long-term digital success, establishing them as a leader in user experience among telecom providers in their markets.
I strive to deliver designs that not only meet business objectives but also leave a lasting impact on users, ensuring their journey is both delightful and memorable.
