Airtel Thanks
Content-First Experiences for 100M+ Users
APP
I led the redesign of the Store and Entertainment journeys within the Airtel Thanks app across 3 design sprints.
RESPONSIBILITIES
User Research, Strategy, Information Architecture, UX Audit, Wireframes, Illustration, UI Design, Prototyping & Usability Testing
Figma, Jira, Adobe Illustrator & XMind
CONTRIBUTORSHead of Marketing, Sales and Data
2 Engineers (Airtel)
2 Designers
I focused on enhancing product discovery and engagement within the Store and Entertainment sections of the Airtel Thanks app, a multi-service platform. The redesign introduced a content-first, modular system that redefined how users browse and interact with Airtel’s growing catalogue of entertainment and service offerings, all while ensuring scalability across mobile and desktop platforms.
Simplified discovery, improved engagement, and scalable design.
Play Store Downloads
100M+
Daily Store Homepage visitors
217K+
Clicks on the Store icon increased by
45%
Daily interactions on the Store page
2000
The existing pages presented users with a fragmented experience. Products and deals were buried in long lists, making it difficult to understand available options or identify what was relevant. Users couldn’t easily purchase from listings, and offers were inconsistently displayed. This led to lower engagement, missed purchase opportunities, and an underutilised content ecosystem.
1.
Customers needed an easier way to scan and discover entertainment offerings that matched their interests.
Customers needed an easier way to scan and discover entertainment offerings that matched their interests.
2.
The system lacked a clear hierarchy to differentiate product offerings, bundles, and deals offered by Airtel.
The system lacked a clear hierarchy to differentiate product offerings, bundles, and deals offered by Airtel.
3.
There was no direct path to purchase or
act from the listing pages.
There was no direct path to purchase or
act from the listing pages.
The redesign restructured Airtel’s Store and Entertainment journeys into three content-driven inventories, each addressing specific user needs and business goals.
Featured Inventory
A spotlight space for trending or top-performing content, designed with trailers, imagery, and concise summaries.
A spotlight space for trending or top-performing content, designed with trailers, imagery, and concise summaries.
Grouped Collections
Curated sets that categorise products by genres, bundles, or promotions, helping users browse with context and intent.
Curated sets that categorise products by genres, bundles, or promotions, helping users browse with context and intent.
Spotlight & Offers
Dedicated modules highlighting live offers, discounts, and limited-time deals to encourage immediate action.
Dedicated modules highlighting live offers, discounts, and limited-time deals to encourage immediate action.
Informed by leading industry practices to guide a scalable, user-centred redesign.
Insights focused on creating familiar, consistent, and visually cohesive experiences that prioritise recognition over recall, highlight curated offers, and leverage minimalist aesthetics to enhance clarity, persuasion, and personalisation.
UX Audit of Current App
Heuristic evaluation revealed key usability and visual consistency gaps. Findings highlighted unoptimised branding, limited offer visibility, and outdated content structures. Inconsistent visual design, low persuasive impact, and missing feedback mechanisms further hindered engagement.
Heuristic evaluation revealed key usability and visual consistency gaps. Findings highlighted unoptimised branding, limited offer visibility, and outdated content structures. Inconsistent visual design, low persuasive impact, and missing feedback mechanisms further hindered engagement.
Prioritising problems with UX Principles
Information Architecture
Reorganised using Simon Sinek’s Golden Circle framework — prioritising purpose (why), clarity (how), and offerings (what). This structure reduced cognitive load, simplified navigation, and improved content discoverability by removing redundancies and focusing on user intent.
I conducted an exhaustive component exploration, testing multiple iterations to balance information density, visual clarity, and scalability. I finalised a layout optimised for quick scanning, discovery, and ease of purchase across different use cases.
Component Exploration – Hero Section
Conducted an exhaustive exploration of component variations, testing multiple iterations to balance visual impact and clarity. The final design was selected based on user testing insights to maximise engagement and discoverability.
Conducted an exhaustive exploration of component variations, testing multiple iterations to balance visual impact and clarity. The final design was selected based on user testing insights to maximise engagement and discoverability.