Bezeq App

Overview

Context

Bezeq’s digital platform is the primary channel for customers to manage their services, including paying bills, viewing invoices, and troubleshooting. However, a significant number of customers still rely on traditional support channels, leading to high volumes of calls to Bezeq’s customer service representatives. To address this, the CEO of Bezeq initiated a strategic project to redesign the Bezeq App, with the goal of reducing the reliance on phone support by improving the app’s self-service capabilities.

Role

Solo UX Designer

Team

25+ Team Members

Timeline

6 Monthes

Project Objectives

  • Expand self-service options, enabling customers to manage accounts and troubleshoot independently.
  • Reduce operational costs by shifting support from call centers to the app.
  • Boost customer satisfaction through seamless self-service.
  • Drive revenue growth by encouraging service upgrades and additional purchases.

The challenge

  • Ensuring a uniform user experience across all devices and platforms while using a single development language (Flutter).
  • Enhancing support without compromising user experience.
  • Coordinating across four departments to align goals.
  • Completing development within a 5-month deadline.

Results

  • 20% Reduction in Support Calls: Achieve a 20% decrease in calls to the support centers each month.
  • 5% Increase in Internet Upgrades: Boost weekly internet service upgrades through the app by 5%.
  • Optimized Performance: Reduce data loading times to under 5 seconds.
  • Bot Efficacy: Attain a 75% success rate in resolving customer issues through the smart bot.
Research

Competitor feature analysis

  • Sales Features: Bezeq excels in advanced content filtering and children’s filtering but lacks flexibility in services like moving house and changing plans, which competitors offer.
  • Service Features: Bezeq is strong in core services like personal detail updates and invoicing but could improve by offering features like service freeze and product disconnection.
  • Technical Support: Bezeq provides solid support in speed tests and technician ordering but could enhance its offering with router management and phone line integrity checks.
  • Overall: Bezeq is well-positioned in core services and support but should expand its sales and technical features to stay competitive.
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Personas

We developed detailed personas to steer the Bezeq app redesign, focusing on four key insights:

  • Simplified Processes: Users like Ilanit need streamlined, mobile-friendly solutions for everyday tasks.
  • Advanced Settings: Power users like Yoel require quick access to advanced settings for efficient management.
  • Accessibility: Senior users like Haim need a simple, easy-to-navigate interface.
  • Support: All user types benefit from integrated, user-friendly support options, including smart chatbots and quick access to settings.

Insight #1

Simplified Design
  • Clear Processes: Streamline payment and invoice tasks for occasional users.
  • Accessible: Implement a simple, easy-to-navigate interface for digital novices.

Insight #2

Efficiency
  • Reduce Task Time: Speed up frequent actions.
  • Quick Settings Access: Tailor settings to user needs.
  • Enhanced Usability: Simplify workflows for ease of use.

Insight #3

Enhanced Support
  • Smart Chatbot: Add a chatbot for quick help with common issues.
  • Easy Contact: Simplify access to live support with clear chat, call, and email options.
Ideation

Transforming Insights into User-Centric Design Solutions

The ideation phase was crucial in turning user research insights into actionable design solutions. We began by sketching ideas and creating low-fidelity wireframes, mapping out all functions and components to ensure seamless cross-screen navigation. We chose to retain the existing alarm table view as the foundation, building and refining the rest of the platform around this core element.

Solution

Crafting an Intuitive Interface

We prioritized simplicity and accessibility in designing Bezeq’s mobile dashboard wireframe. The top section greets users with their name and essential account information, featuring easy-to-access buttons for bill viewing and payment. Below, we structured the interface to facilitate smooth management of internet and phone services, using clear graphics to navigate upgrades and usage statistics. Our design ensures that whether users are reviewing their bill or adjusting their internet speed, everything is just a tap away, making the self-service experience both straightforward and effective.

Flexible and Secure Login Solutions

we’ve created diverse login scenarios to meet different user needs, from standard passwords to fingerprint and one-time passcodes. Each flow is designed for quick, secure, and easy access, ensuring a smooth user experience no matter the login method.

Comprehensive Service Management at Your Fingertips

From energy management and internet connectivity to phone service tracking and billing, each screen is crafted to simplify interactions and provide clear, intuitive navigation. The designs ensure that users can effortlessly manage their services, monitor usage, and make informed decisions, all from a single, cohesive platform.

These wireframes provide a comprehensive view of Bezeq’s core services, including internet, telephony, and billing. The design focuses on clear navigation and user-friendly interfaces, allowing customers to manage their internet connections, monitor call logs, view bills, and make payments effortlessly. Each screen is designed to simplify complex actions, ensuring an intuitive and efficient user experience.

These wireframes introduce an energy management service that lets users monitor electricity usage, view bills, and adjust plans effortlessly. The design focuses on clear visuals and intuitive controls to help users optimize their energy consumption.

These wireframes illustrate advanced router and Wi-Fi settings designed to give users greater control over their network. The screens enable easy management of connected devices, configuration of network ports, and customization of Wi-Fi settings, such as renaming the network and setting secure passwords. With clear visuals and straightforward options, users can effortlessly secure their network and optimize connectivity, enhancing both security and user experience.

Reflection

The Bezeq app project emphasized creating a seamless, user-friendly platform for managing services like internet, energy, and phone connections. A key learning was the importance of close communication with developers to ensure our designs were practical and implementable. Regular user testing also played a crucial role, providing insights that helped us refine the interface to meet real user needs. This experience underscored how collaboration and feedback are essential to crafting effective, user-centric digital solutions.