Enhancing telecom apps UX UI for a digital-first future with Markswebb

Mobile operator applications are at the heart of digital interactions between service providers and their customers. These apps handle critical tasks such as managing tariffs, tracking expenses, and accessing support. According to recent reports, global usage of telecom apps has increased by over 20% annually, driven by the rising adoption of digital services and growing smartphone penetration. By 2025, the number of active telecom app users worldwide is projected to exceed 3 billion, as operators continue to expand their digital ecosystems to accommodate evolving consumer demands. However, their effectiveness is often hindered by overlooked UX challenges.

Conducting a UX audit provides actionable insights to align the app's design with user expectations, fostering loyalty and driving business value. Markswebb’s proprietary evaluation system, Mobile Network Operator App Rank, is uniquely equipped to uncover these challenges and provide a roadmap for improvement.

We have extensive experience in conducting comprehensive studies - you can explore the latest insights from the Mobile Network Operator App Rank 2023.

In this insight, we will highlight the main problem areas and share our vision for effective solutions.

A proprietary evaluation system tailored for client needs

Markswebb has developed a robust framework for assessing mobile operator applications, combining user experience research with a sophisticated analytical methodology. The approach evaluates user interactions across 60+ client scenarios organized into 15+ task blocks, ensuring comprehensive coverage of app functionalities. With over 600 criteria validated by market participants, the evaluation uses both quantitative metrics and qualitative insights for a holistic assessment of the digital customer experience.

Our weighted scoring system emphasizes critical and frequently occurring tasks, assigning higher scores to functionalities that are intuitive, efficient, and impactful. Using the mystery shopper method, evaluators simulate real usage scenarios by purchasing SIM cards, setting up test environments, and populating apps with realistic data. This rigorous process ensures authenticity and minimizes subjective bias, delivering actionable results that help telecom operators understand their competitive positioning and prioritize enhancements that drive measurable results.

The current state of UX in mobile operator applications

Our research reveals that many telecom applications face recurring issues that undermine their usability and effectiveness. Below, we highlight key challenges identified during our audits:

Limited tariff customization

Users increasingly demand personalized experiences, yet many applications only offer predefined tariff plans. This rigidity forces users to overpay for features they do not need or switch to competitors offering greater flexibility. Addressing this gap involves introducing customizable tariffs where users can:

  • Adjust data, call minutes, and SMS allocations to suit their specific needs.
  • Choose add-on services such as international roaming or additional data packs.
  • Customize payment cycles, including weekly or pay-as-you-go options.
  • Modify family or group plans for shared data usage.

Lack of onboarding for new users

Effective onboarding is crucial for app adoption, yet many telecom apps fail to guide new users effectively. Missing features like tutorials or walkthroughs leave users struggling to understand core functionalities. Modern onboarding trends emphasize tailored experiences, such as:

  • Demographic-based approaches: Designing onboarding flows that adapt to the user's age group or technical proficiency.
  • Personalized onboarding journeys: Utilizing data to provide context-aware tips or recommendations.
  • Interactive tutorials: Gamified elements or hands-on walkthroughs that actively engage users.

Gaps in expense control features

Transparency in managing expenses is a critical user expectation. However, many apps offer limited tools for tracking and analyzing expenses. Features such as unified transaction histories, detailed analytics, and advanced filters are often absent. For instance, unified transaction histories should allow users to view all charges, payments, and credits in one place, clearly categorized and searchable by date or type. Detailed analytics can provide insights into spending trends, recurring charges, and areas where users can save money. Advanced filters are essential for helping users quickly locate specific transactions, such as filtering by amount, vendor, or category.

You can explore the demo of our Report on UX audit of a telecom operator’s mobile app - download the free file now!

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    A global perspective: moving towards a super app

    Markswebb’s methodology bridges local challenges with global best practices. Drawing on our experience across markets in Europe, Asia, and the Middle East, we identify solutions that resonate universally while addressing regional nuances. In a global perspective, we observe a growing trend toward seamless integration among digital services. Telecom applications often suffer from limitations in their isolated functionalities, emphasizing the need for frictionless merging with fintech services and transformation into broader digital ecosystems. These practices can and should be reused to elevate user experiences and business performance.

    Practical examples of successful integrations demonstrate how telecom apps can transcend traditional boundaries to meet modern user expectations:

    MyJio (Reliance Jio, India)

    • Fintech features: MyJio is integrated with Jio Payments Bank, allowing users to manage bank accounts, transfer funds, and make payments directly within the app.
    • Ecosystem integration: The app supports digital wallets, UPI (Unified Payments Interface), and other financial tools, making it a strong player in the telecom-fintech crossover space.
    MyJio Reliance Jio, India mobile app
    MyJio mobile app
    Reliance Jio mobile app

    My Vodafone (Vodafone, UK and International)

    • M-Pesa Integration: In some regions, particularly Africa, Vodafone integrates its M-Pesa service into the app. M-Pesa is a widely used mobile money platform enabling payments, transfers, and microloans.
    • Digital wallet features: In select markets, Vodafone apps allow bill payments and mobile recharges using digital wallets.
    My Vodafone
    My Vodafone mobile app
    My Vodafone app

    My Singtel (Singtel, Singapore)

    • Dash by Singtel: This app includes the Dash service, which combines mobile payments, insurance, and remittance options. It supports contactless payments via NFC, QR codes, and peer-to-peer transfers.
    • Financial management: Users can link bank accounts and cards, making the app a comprehensive financial tool.
    My Singtel
    My Singtel mobile app
    My Singtel app

    Turning insights into impact: the value of a UX audit

    Let’s wrap up with the core value of a thorough UX audit. It’s not just about identifying areas for improvement - it’s about driving measurable change. By aligning product strategies with real user needs, telecom operators can achieve higher app adoption, deepen customer loyalty, and see tangible growth in average revenue per user (ARPU). These shifts don’t just close gaps - they set the stage for digital leadership in a market where innovation is non-negotiable.

    Markswebb’s Mobile Network Operator App Rank offers telecom operators a roadmap to transform their digital services. By addressing critical challenges and focusing on what truly matters to users, we help businesses create experiences that stand out. Let’s work together to ensure your app becomes a benchmark for excellence. Reach out to see how we can turn insights into impact.

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