MTN Telco Super App

MTN Super App
Designing a unified self-service experience for 6.5M users

Overview
MTN users lacked a centralised, consistent self-service platform, forcing them to navigate multiple channels to complete basic tasks. This fragmentation caused frustration, low confidence, and heavy reliance on support.

The MTN Super App was designed as a one-stop, scalable self-service platform, aligned with MTN’s refreshed brand and long-term strategy—helping users manage their digital lives in one place.

My Role
Lead UX Designer & Researcher
Owned UX strategy, research, and end-to-end experience design
Contributed to visual design, prototyping, and documentation
Collaborated with product, engineering, and content

The Challenge
How might we create a unified app and web experience from a single codebase, grow the active user base to 6.5 million, and evolve MTN beyond a traditional telecom provider?

Research & Insights
Internal Discovery
Audits and workshops revealed fragmented platforms, inconsistent branding, and missed opportunities to expand beyond telco services.

User Research:

• 8 user interviews highlighted two key insights:

• Users wanted more personalisation and control

• Brand trust drove loyalty, but the app experience felt outdated

Competitive Analysis
We analysed local and international telco and banking apps using the LOVE Index, helping us define a differentiated market position.

Designing the Super App
We ran multiple design sprints, breaking the app into nine core areas. Wireframes were iterated through critique sessions to align on structure and usability before visual design.

Visual Design & System
We created a cohesive visual language aligned with MTN’s updated brand, defining colour, typography, iconography, and interaction patterns.

This work expanded the design library from 220 to 400+ assets, modernising MTN’s design system and enabling scalability.

Validation & Testing
12 usability tests with existing MTN users and external participants showed:

• Reduced cognitive load
• Faster task completion
• High appreciation for feature depth
• Navigation as a key area for refinement

“I have been wanting something like this for a long time. If MTN did this, they could propel themselves as industry leaders.”

Impact

• 70% increase in user confidence
• 52% more issues resolved via self-service
• 47% increase in early feature adoption
• 32% reduction in task completion time
• 23% drop in frustration-related sentiment

Outcome & Learnings
The Super App framework influenced MTN’s five-year strategy, rolled into the web experience, and shaped multiple internal teams.

While leadership later opted for an interim release, the shipped product retained the information architecture and UX foundations we designed—validating the long-term vision.

Next Steps
MTN is targeting a full Super App release in 2025, with the framework expanding into additional product areas and continued design system growth.