Telna is a telecommunications company specializing in e-SIM technology. Over the years, it had developed a proprietary platform to serve its customers, but the user experience had become outdated and inconsistent. My objective was to modernize the platform and significantly improve its usability and visual design.

While staying true to Telna’s brand guidelines for color and typography, I built a foundational design system in Figma by creating reusable components and standardized interaction patterns, and introducing a standard voice and tone for communications. This not only enhanced the platform’s credibility and cohesion but also set the stage for a unified visual and communication style across future products.

Because many users were not particularly tech-savvy, I focused on making the designs and interaction patterns that felt natural to users and flexible enough to be used fit different contexts.

Once the existing platform's redesign was complete, I shifted focus to understanding our users more deeply. Through interviews with stakeholders across marketing, customer success, and product teams, I identified key user groups and developed detailed personas and journey maps. This research informed a prototype tailored specifically for e-SIM retailers, Telna’s largest customer segment, resulting in a solution more closely aligned with retailer's workflows and business goals.

One of my prouder achievements was in the measured introduction of AI into the interface. AI is clearly the buzzword at the moment, and even though introducing it is a win in itself, I wanted it to be of actual use to the user. There are essentially three ways in which I introduced AI into the interface:

1. As a reference: Being in the telecommunications field implies having to deal with a lot of technical knowledge. AI can act as a knowledge bank, answering any questions the user might have. A chatbot at the bottom right of the page could do this.

   

2. As an instruction manual: AI can act like an instruction manual, helping the user achieve their goals. This too can be achieved through a chatbot at the bottom of the page.

   

3. As an interpreter: The platform tracked a lot of data and while our reports provided a graphical representation of the data, AI can help users understand the data better by providing insights and recommendations. These recommendations appear wherever needed.

   

From having the opportunity to build a foundational design system to incorporating AI into the interface, my work at Telna pushed my boundaries and was deeply satisfying.