Redesigning the NOS client app into the primary digital touchpoint for millions of users
Turning complexity into simplicity — a complete UX and UI overhaul that drove 1M installs in the first year.
The Challenge
The existing NOS client app was outdated, cluttered, and difficult to navigate. Users struggled to complete basic tasks, and the app wasn't positioned as the primary channel for customer service. The goal was to transform it into a modern, intuitive digital touchpoint that serves millions.
Key Objectives:
- •Simplify navigation and reduce friction across all user flows
- •Focus on top use cases: bill payment, plan management, and support
- •Ensure scalability and design consistency for future features
- •Establish the app as the primary digital channel for NOS customers
My Role
As Lead Product Designer, I was responsible for the end-to-end UX and UI redesign. I collaborated closely with product managers, engineers, and researchers to define the vision, validate solutions, and deliver a scalable design system. My work included user research, information architecture, interaction design, visual design, and working with the development team through implementation.
A user-centered, data-driven design solution
We started with quantitative and qualitative research to understand user behavior and pain points. Using app analytics, tree testing, and heatmaps, we identified where users were getting stuck. Eyetracking studies revealed what drew attention and what was overlooked.
After defining the information architecture, we moved into rapid prototyping and validation. High-fidelity prototypes were tested with real users in beta environments, allowing us to refine interactions before full rollout. The result was a clean, intuitive interface that prioritizes user needs.
The Results
1M installs in the first year — 100K+ monthly active users
The redesigned NOS app became the primary digital channel for customer interactions, dramatically reducing call center volume and improving customer satisfaction.
Key Metrics:
- •1M+ downloads in the first 12 months
- •100K+ monthly active users engaging with core features
- •35% reduction in customer service calls for app-related tasks
- •4.5+ star rating across iOS and Android platforms
- •Successfully established as the go-to channel for NOS customers