One of the main challenges Airtel posed us was to make the app a comprehensive consumer services app with digital payments, ticketing, social connections, etc., while still serving their primary function of managing mobile plans, recharges, etc. To understand the user personas, especially for the 2 brands, we travelled to Bangladesh and conducted extensive user research. We prioritized the features in a way that does not make users feel overwhelmed with the newly added features. We ensured that the most important information and action items contribute to helping the user accomplish their goal in the quickest possible way. We made sure the content hierarchy was coherent to promote glanceability.
