Vanya Rawat
A I design meaningful products that 
make complexity feel simple.

 
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©2025 Vanya Rawat
BackAirtel Thanks 
Led the redesign project for the Store and Entertainment category pages for the Airtel Thanks app — an all-in-one platform for seamless recharges, bill payments, UPI transactions, and managing Airtel services.
my role
Product Designer 

tools
Figma, Jira, Adobe Illustrator & XMind
contribution
User Research, Strategy, Information Architecture, UX Audit, Wireframes, Illustration, UI Design, Prototyping & Usability Testing team
5 Client Stakeholders (Airtel)
2 Designers (Airtel)
1 Designer (The Minimalist)



Background


Bharti Airtel Limited is a multinational telecommunications company and India's second-largest mobile service provider. Airtel also offers broadband and digital TV services, connecting millions nationwide. Airtel Thanks is an all-in-one app for seamless recharges, bill payments, and instant UPI transactions. Users can manage multiple Airtel services, access OTT subscriptions like Netflix, Hotstar, and Amazon Prime, browse new prepaid, postpaid, DTH, and Fiber plans, and stay updated with the latest news in the Discover section.


BUSINESS NEEDS AND GOALS


  • Improve product discovery and engagement on the Store and Entertainment category page
  • Enable users to make purchases directly from the listing page
  • Design scalable components for desktop web and app platforms
  • Highlight active discounts, offers, and deals effectively

USER NEEDS


  • Understand the broad themes or types of items
  • Quickly find items of personal interest
  • Scan through offers and interesting deals
  • Discover the full range of Airtel’s entertainment offerings



Key Impact METRICS

Increased product engagement, discovery & conversion Downloads on Google Play Store
100M+ Daily Shop Homepage visitors
217K+ Clicks on Store icon 35% Daily interactions on Store page2000

SOLUTION


Content-first ExperienceTo improve discovery, engagement, and conversion on the Airtel Thanks app, the entertainment category was reimagined with a modular, content-forward approach. The redesigned direction focused on building three distinct content inventories, tailored to different user needs and behaviours.

Featured Inventory
Highlights key information for top-performing or trending SKUs, with a content-first approach that may include trailers, visuals, and
short descriptions.Grouped Collections
Organises similar SKUs into logical sets—like genres, bundles, or promotional packs—enabling users to browse with greater ease
and intent.Spotlight & Offers
Designed to surface limited-time deals, discounts, or spotlight items, encouraging faster decision-making and increasing conversion rates.

SOLUTION features


Each inventory layout supports additional functionality such as filtering and sorting, while maintaining visual consistency across platforms.
The design also considers scalability for future use on desktop web and app, ensuring components are reusable and adaptable.
The emphasis was placed on a content-first experience, with high-quality visuals, streamlined information hierarchy, and clear CTAs
to drive discovery and conversion.


DESIGN PROCESS

USER RESEARCH

Insights discovered during interviews with 10 Airtel Thanks customers who explored the old entertainment category page.


COMPETITIVE BENCHMARKING

Insights from benchmarking, highlighting industry standards & best practices:
  • Prioritise Recognition Over Recall
  • Ensure Visual & Functional Consistency
  • Incorporate Persuasive Design Cues
  • Highlight Exclusive Offers & Curated Picks
  • Leverage Aesthetic & Minimalist Design
  • Deliver Personalised Content Pitches



UX AUDIT

Gaps Identified from UX Audit
  • Unoptimised Branding Elements
  • Limited Visibility of Offers and Deals
  • Irrelevant or Out-of-Context Imagery
  • Outdated Content Listings
  • Inconsistent Visual Design Language
  • Redundant and Repetitive Content
  • Low Persuasive Impact
  • Lack of Filter and Search Flexibility
  • Missing System Feedback
  • No Direct Purchase Flow 



DEFINING PROBLEMS WITH UX PRINCIPLES



INFORMATION ARCHITECTURE


Using Simon Sinek’s principles of dissemination of information, the IA was restructured to emphasise purpose first (why), followed by clarity (how) and offerings (what). The goal was to reduce cognitive load, improve navigation simplicity, and declutter low-performing content for better discoverability.


WIREFRAMES

Component Exploration- SKU ListingConducted 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 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.

USER TESTING

User Testing Feedback (with 5 customers)
  • Listing structure was easy to understand
  • Plan details surfaced upfront, improved decision-making
  • Product USPs felt redundant and could be removed
  • Recommendation tags added context
  • Logo rail made product discovery faster
  • Filters enabled quicker and easier selection
  • Clear categorisation helped users scan options effortlessly

    • UI DESIGN


    For the visual design, I followed Airtel’s Theseus Design System.  
    • Introduced three new inventory layouts—Featured SKUs, Grouped Collections, and Spotlight Offers—to improve discovery and engagement.
    • Prioritised a content-first experience with high-quality visuals, clear CTAs, and streamlined information hierarchy.
    • Designed scalable, reusable components with support for filtering, sorting, and cross-platform consistency.



                                                           
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