I was tasked with overhauling the primary digital touchpoint for Uganda’s largest telecom. Launched in 2015 as a zero-rated utility, the MyMTN app had evolved into a massive, fragmented "Super-App" handling over 14 million Mobile Money (MoMo) and data subscribers.
To reduce transaction abandonment and outperform the speed of legacy USSD (*165#), the MyMTN redesign is here to rebuild digital trust and drive revenue growth in emerging markets.
SERVICES IMPLEMENTED
PRODUCT STRATEGY
UX / UI DESIGN
USABILITY TESTING
Challenge
MTN Uganda briefed our team at Creatabuzz to streamline the highest-impact customer journeys on their primary mobile platform to address severe transaction drop-offs and feature bloat. They required an ecosystem where users could seamlessly manage telecom utilities (airtime, data) alongside complex financial services (MoMo, peer-to-peer transfers) without cognitive overload.
Current barriers to digital adoption included a bloated 5-step checkout process, ambiguous transaction feedback, and a platform architecture that made users second-guess the safety of their money. The platform would also need to function flawlessly despite severe variations in internet quality, memory pressure on low-tier Android devices, and the constraints of rigid, legacy core banking APIs.
Solution
In a strategic pivot, we moved away from treating this as a pure navigation problem and focused instead on "transaction anxiety." We designed a tangible prototype centered on Progressive Disclosure—revealing telecom and banking features only when contextually relevant to the user's immediate goal.
We collaborated closely with product managers, engineers, and business stakeholders to run usability testing on throttled 3G connections. We collapsed disjointed data purchases into a linear 3-step checkout, introduced masked instant-previews for balances, and built a "Defensive Confirmation Architecture" that provided explicit, two-stage green receipts for every financial movement.
CONSTRAINTS DESIGNED FOR
Low-RAM Android Hardware
Volatile 3G/Edge Networks
Legacy Enterprise APIs
Impact
Today, the redesigned MyMTN app operates as a frictionless hub for everyday telecom and financial needs. By reducing the core purchase flows from 5 steps to 3, we successfully decreased checkout drop-offs by 24% and plummeted average time-on-task from 48 seconds to just 19 seconds.
The introduction of instant balance previews drove a 16% increase in Daily Active Users (DAU). Furthermore, by adding mandatory recipient-verification cards before PIN entry on money transfers, user errors dropped by 18%, resulting in a massive 29% reduction in customer support tickets. The platform now acts as a scalable, high-trust foundation for MTN's future digital services across the region.
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waymakandrew@gmail.com
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