STC Saudi Telecom

Challenge

When I joined the project, usability testing and heuristic analysis quickly highlighted that the STC mobile app’s core billing flows were failing both users and the business. Through my research, I identified four recurring pain points that shaped the roadmap I led: users struggled to distinguish overdue from upcoming bills due to weak visual hierarchy, complex terms such as “Contractual Allowance” added unnecessary cognitive load, the Qitaf loyalty program lacked visibility despite strong rewards, and accessibility gaps excluded visually impaired users and exposed the business to compliance risks. These findings were not just observations but the foundation for prioritisation, helping me focus the team on areas that would deliver the greatest impact in reducing support costs and improving customer trust.

(Visuals of this work are protected under NDA)

Insight

COVID-19 restrictions forced a full shift to remote research. Using remote testing and heuristic analysis, I validated key friction points:

• Poor visibility slowed payments and created frustration.
• Cultural nuances in labels and navigation confused Middle Eastern users.
• Accessibility audits revealed missing alt text and weak semantic structure.

(Research artefacts are protected under NDA)

Solution

Acting as both PM and consultant, I translated findings into a sequenced roadmap and shipped improvements. I redesigned the billing hierarchy and visual states for immediate recognition of overdue versus upcoming amounts. I simplified terminology and restructured labels and navigation to match user mental models. I boosted Qitaf loyalty visibility through IA changes and in-journey entry points such as post-payment flows, dashboard tiles, and contextual prompts. I implemented WCAG 2.1 AA aligned accessibility fixes, validated with real users using VoiceOver. I owned KPIs, release sequencing, and stakeholder alignment, creating lightweight PRDs and acceptance criteria to move fast remotely. I also established a definition of accessible checklist for design and development to prevent regression in future releases.

(Design prototypes and flows are protected under NDA)

Outcome

By owning KPIs and roadmap decisions, I ensured delivery tied directly to business results:

• 40% increase in bill payment success, reducing revenue leakage.
• 27% drop in support tickets, lowering operating costs.
• 30% faster navigation across core journeys.
• Accessibility uplift: app brought into WCAG 2.1 AA compliance.
• Loyalty program repositioning boosted visibility and retention.

(Outcome dashboards are protected under NDA)

Reflection

This project reinforced the power of blending UX insights with product ownership. By not just reporting findings but shaping the roadmap, I ensured measurable impact on churn, retention, and compliance.

COVID-19 forced me to strengthen resilience, remote collaboration, and decision-making under pressure. These skills continue to shape how I approach product strategy.

(Detailed strategic frameworks remain protected under NDA)