Zain Iraq UX Case Study



Zain, a leading telecommunications company in the Middle East, plays a pivotal role in connecting millions of people across the region. With a commitment to innovation and customer satisfaction, Zain continually seeks to enhance its services and offerings.

In this case study, we explore how a UX redesign project transformed the digital experience for Zain’s customers. By focusing on usability, accessibility, and user-centric design principles, our goal was to elevate Zain’s online platforms to new heights of excellence.

My Role

  • Site Architecture
  • User Flow
  • Wireframing
  • Visual Design
  • Motion Exploration


  • Web App


  • 2023


The UX redesign project for Zain addressed several key challenges, including complex navigation, inconsistent design elements, and accessibility issues on both the website and mobile app. Our objectives were to streamline the user experience, improve accessibility for all users, and enhance visual design elements to create a cohesive interface. Through these efforts, we aimed to increase user engagement, drive customer satisfaction, and contribute to Zain’s continued success in the telecommunications industry.


In response to the challenges identified, our team implemented a series of targeted solutions to enhance the user experience for Zain’s digital platforms. We began by conducting thorough usability testing to identify pain points and gather valuable insights from users. Leveraging these findings, we redesigned the navigation structure to simplify pathways and improve discoverability of key features and services. Additionally, we implemented accessibility enhancements, such as optimizing text contrast and ensuring compatibility with screen readers, to ensure inclusivity for all users.
Furthermore, we revamped the visual design elements, introducing a modern and consistent design language to create a more cohesive and engaging user interface. These solutions were meticulously crafted to address the specific needs of Zain’s diverse user base and elevate the overall digital experience.
1. Elevating Accessibility through Text and Color

To enhance accessibility, our light and dark theme options give a high-contrast interface, ensuring clear visibility and reducing eye strain for users with low vision or visual impairments. We prioritize readability by ability to customize font sizes, increased spacing between elements, and clear contrast between text and background colors.

Reduction in usability issues related to visual accessibility.
Increase in accessibility scores based on WCAG guidelines.
2. Refining the Consumption History Experience

Revamped the consumption history page to provide users with clear, concise insights into their usage patterns. Implemented intuitive filters and sorting options to enhance navigation and make it easier for users to find relevant information.

Reduction in the average time spent searching for specific consumption data.
Increase in user engagement metrics on the consumption history page.
3. Enhancing User Experience with Inline Message Notifications

Discover how we transformed user communication through the implementation of inline message notifications in our web redesign project. With these notifications, users receive instant updates and important information without disruption, leading to a seamless and efficient browsing experience.

Decrease in user inquiries related to missed updates or notifications.
Increase in user engagement with keep it there until the user navigates away (or dismisses it).
4. Optimizing Gifting Package Experience

Streamlined the gifting package flow to make it more intuitive and user-friendly. Simplified the process of selecting and sending gift packages, reducing friction and enhancing the overall user experience.

Decrease in user abandonment rates during the gifting process.
Improvement in user satisfaction ratings regarding the ease of gifting packages.
5. Enhancing User Insight with the Monitoring Package

Implemented a comprehensive package monitoring system to enable users to track their package usage and consumption in real-time. Enhanced visibility into package details and expiration dates, empowering users to manage their subscriptions effectively.

Reduction in user inquiries related to package details and expiration dates.
Increase in user engagement with package monitoring features.
6. Effortless Recharge: Streamlining the Top Up Process

Optimized the “Top Up” flow to streamline the process of adding credit to user accounts. Introduced clear instructions and intuitive navigation elements to guide users through the top-up process seamlessly.

Decrease in user errors during the top-up process.
Increase in top-up completion rates.
7. Simplifying the Credit Transfer Experience

Simplified the credit transfer process to make it more straightforward and user-friendly. Introduced clear steps and intuitive interfaces to facilitate seamless credit transfers between users.

Reduction in user inquiries related to credit transfer procedures.
Increase in the number of successful credit transfers.
8. Optimizing the Extend Validity Flow

Enhanced the extend validity flow to provide users with a seamless experience when extending the validity of their subscriptions. Simplified the process and reduced the number of steps required to extend validity, improving user efficiency.

Reduction in user abandonment rates during the validity extension process.
Increase in the number of users extending validity through the platform.
9. Seamless Settlement: Enhancing the Pay Bill Experience

Optimized the pay bill flow to streamline the process of bill payment for users. Introduced clear billing details and payment options, making it easier for users to complete transactions and manage their accounts effectively.

Decrease in user errors during the bill payment process.
Increase in on-time bill payments.

The Process

1. Research

2. Design System

3. Landing Page & Inner Page Design

4. “My Zain” Dashboard Design

5. Prototype

1. Research

Embark on our meticulous research journey, where we employ observation techniques to analyze competitor websites and closely monitor industry trends. Through detailed examination of similar platforms, we uncover valuable insights into design strategies, feature implementations, and user interactions.

Additionally, our exploration of industry trends allows us to stay ahead of the curve, identifying emerging patterns and evolving user preferences. By synthesizing these findings, we equip ourselves with the knowledge needed to craft a user-centric design that addresses the needs and expectations of our target audience, ensuring a superior user experience.

2. Design System

Here, we present a comprehensive framework that harmonizes and streamlines the design language across all aspects of Zain’s digital presence. Our design system encompasses a meticulously curated collection of reusable components, patterns, and guidelines, ensuring consistency, efficiency, and scalability in our design process. Dive into our library of design elements, explore our intuitive patterns, and harness our insightful guidelines to create exceptional digital experiences that resonate with our audience.

3. Landing Page & Inner Page Design

Dive into our innovative approach to designing landing pages that captivate attention, drive engagement, and encourage action. Explore how we leverage strategic layout, compelling visuals, and persuasive messaging to create landing pages that effectively communicate Zain’s brand identity and value proposition. Additionally, journey through our meticulously designed inner pages, where seamless navigation, clear hierarchy, and engaging content combine to deliver an immersive and intuitive browsing experience.

4. "My Zain" Dashboard Design

Step into the realm of the dashboard design, where we reimagine the digital hub for users to manage their accounts, subscriptions, and interactions with Zain services (Prepaid and Postpaid). In this section, we showcase our innovative approach to crafting a personalized and intuitive dashboard experience tailored to the needs of Zain’s diverse user base.

Explore how we leverage user research, data visualization techniques, and user-centered design principles to create a dynamic and engaging dashboard interface. From streamlined navigation to customizable widgets, every element is meticulously crafted to empower users with seamless access to critical information and functionalities.

5. Prototype

Embark on the prototype stage of our UX design journey, where concepts and ideas come to life through interactive mockups and simulations. In this phase, we transform our research findings and design concepts into tangible prototypes that allow for hands-on exploration and feedback gathering.

Utilizing industry-standard prototyping tools, we meticulously craft user interfaces and workflows, refining interactions and visual elements to ensure optimal usability and functionality. Through iterative testing and refinement, we validate our design decisions, iterate on user feedback, and fine-tune every detail to deliver a seamless and intuitive user experience.


In this UX case study, we embarked on a journey to revolutionize the digital experience for our client, leveraging a user-centric approach grounded in thorough research, strategic planning, and meticulous execution. Our process began with a comprehensive research stage, where we meticulously analyzed competitor websites and closely monitored industry trends to glean valuable insights. Armed with this knowledge, we embarked on the design phase, implementing innovative solutions to enhance accessibility, streamline navigation, and optimize key user flows. From refining the “Consumption History” page to simplifying the “Credit Transfer” process, each solution was meticulously crafted to address user pain points and elevate the overall user experience.

Through iterative testing and refinement, we fine-tuned our designs to ensure seamless functionality and intuitive usability across devices. The implementation of inline message notifications further enhanced user communication, providing instant updates without disruption. As a result of our efforts, we achieved significant improvements across key metrics, including increased user engagement, higher satisfaction ratings, and improved task completion rates. Ultimately, our UX redesign project not only transformed the digital experience for our client’s users but also set a new standard for excellence in user-centric design.