UNITEL
Redesigned Unitel (Angola’s largest telco) app and website to drive clearer, faster self-service for customers with low digital literacy and limited data/coverage. Using plain language, mobile-first design, and a home screen centered on balance and actions, reducing support calls and in-store help.
January, 2023
about.
Project Brief
UNITEL, Angola’s largest telecom, asked us to improve the end-to-end experience across app and web.
In a context of low digital literacy, older/smaller devices, limited data/coverage, and a strong habit of using shops/call centers for routine tasks.
The goal was to deliver a simple, trustworthy self-service experience in clear, locally appropriate Portuguese.
The Challenge
Costumers couldn’t easily see their balance, make sense of plan rules, or finish tasks on small screens with limited data, so they turned to the shop or call center for help.
At this point, we asked ourselves:
How might we enable customers with low digital literacy and limited data to confidently manage their plans on their phones, without needing a shop or call center?
The Outcome
The app and website were designed around clarity and control:
Balance-first homepage with the current balance, validity, and one-tap actions (Top up / Activate / Change plan).
Plain-language plan pages with transparent benefits, limits, and fees.
Mobile-first, lightweight flows with progressive loading; consistent patterns across app and web.
The Impact
By making the essentials easy to see and act on, people can check balance, top up, and change plans on their own. Which led to fewer support calls, less hassle, and more confidence.
making the decisions.
The Impact
By making the essentials easy to see and act on, people can check balance, top up, and change plans on their own. Which led to fewer support calls, less hassle, and more confidence.
