I worked as a UI/UX Designer on a “My Account” transformation for a leading telecommunications company, within a high UX-maturity environment.

Delivered the end-to-end logged-in experience for account users, shifting key screens toward action-oriented layouts and surfacing high-level account insights to support decision-making.

Beyond execution, I contributed to aligning design decisions with system constraints, leveraged the existing design library for scalability, and partnered with stakeholders to balance user needs with technical feasibility.

My experience

Problem: What’s not working?

Several challenges and gaps limited the effectiveness of the existing experience. These gaps prevented the platform from evolving beyond a product-based interface into a true business service solution.

• Lack of clarity and control, making it difficult for users to confidently complete critical actions

• Feature-heavy layouts, increasing cognitive load and slowing down decision-making

• Limited visibility of system status, creating uncertainty around outcomes and next steps

• Disconnected workflows, especially across parallel teams and initiatives

• Backend constraints, restricting flexibility and increasing the risk of overengineering solutions

I understand that social proof is important. At the same time, my relationships with clients and previous companies matter just as much.

Due to strict NDAs, I am unable to share detailed visuals or specific client information for some projects. In certain cases, screens have been adapted, modified, or blurred to protect sensitive data. In others, I have chosen not to show them at all to fully respect confidentiality requirements.

What I can share is how I approach complex problems, collaborate with teams, and deliver meaningful outcomes. If you are curious, I would be happy to walk you through these experiences.

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Impact & Value Proposition

I helped reposition the platform into a goal-driven, self-service experience by:

• Re-architecting the information structure around user goals, shifting key screens toward action-oriented layouts and surfacing high-level account insights

• Simplifying interaction patterns to reduce cognitive load and enable faster, more confident decision-making

• Introducing real-time status visibility to give users clarity and reinforce a sense of control

• Designing smart empty states and guided flows to improve discoverability and support independent problem-solving

• Empowered users to complete end-to-end tasks independently

• Reduced reliance on customer support through embedded guidance

• Strengthened trust through predictable and consistent interactions

• Elevated the platform from a transactional tool to a more scalable, service-oriented experience

This approach: