I was responsible for the UX/UI design of SMARTY's first mobile app. I researched competitors and UX/UI trends, used the SMARTY community forum to understand user needs, built the sitemap, wireframes and high-fidelity designs, ran user testing and supported QA through to launch.
I compared digital-first mobile providers to understand expected patterns and opportunities to differentiate.
I reviewed current mobile behaviours to keep the new app familiar, simple and contemporary.
I identified the tasks customers most needed to complete when managing their SIM plan.
I used real SMARTY discussions to uncover questions, frustrations and language from existing customers.
I organised the app around the clearest route to account, plan, data and support tasks.
I mapped core screens and flows before introducing visual styling.
I used feedback from real users to refine key journeys and interaction decisions.
I translated the approved UX into polished screens aligned with the SMARTY brand.
I reviewed development builds and helped resolve visual or usability issues before release.
I stayed involved through final checks as SMARTY’s first app moved into production.
I worked on SMARTY as Three developed a SIM-only sub-brand capable of competing with digital-first mobile providers such as Giffgaff and EE. The experience needed to make subscription management simple while clearly communicating SMARTY's rollover-data proposition.
I helped take the app successfully from discovery through to launch. The work was championed at senior level within Three and SMARTY went on to serve more than two million users every month.
