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Client

Telco UX

By September 21, 2024August 26th, 2025No Comments7 min read

I was a Senior UX Designer at Three UK and Three Ireland across five separate contract terms. Consistently delivered impactful digital experience designs, which led to my repeated engagements with the companies. I played a hands-on role in driving user testing, research, and UX improvements that resulted in impactful business outcomes, including enhanced KPIs, NPS, and increased e-commerce conversion rates.

Standout accomplishments 

Standout accomplishments 

Standout accomplishments 

Standout accomplishments 

Standout accomplishments 

Standout accomplishments 

Three’s digital design system

I was a key member of a small team that developed Three’s Digital Design System. I was solely responsible for writing the rationale for components, best practice usage, and accessibility requirements, while establishing a comprehensive set of rules, guidelines, and component libraries for web and app interface design.

Digital Design System

One of the most comprehensive systems ever made for a single brand

Atomic-based toolkit

Styleguide

Motion rules

Web UI & App UI

Rationale

Based on internal research and industry best practice

UI elements

Foundations, Components, Patterns, Templates

UI elements

Foundations, Components, Patterns, Templates

Accessibility

Three’s accessibility goals were clear: must achieve basic compliance (A and AA) and should achieve medium compliance (AAA). I was solely responsible for defining company-wide accessibility rules that extended beyond WCAG 2.0 and 2.1 guidelines. I developed specialized rules and guidance not just for web platforms but also for native apps, along with a comprehensive testing matrix for QA. This framework is still in use today, ensuring consistent accessibility standards across all digital products.

Usability and accessibility documentation

Assistive technology support, testing & validation guidelines

Inclusion

Inclusive design

CX documentation

Usability and accessibility documentation

Sales

I was responsible for crafting user journeys and experiences across all digital platforms at Three, delivering significant improvements in checkout, acquisition journeys, and the sales funnel, resulting in improved KPIs and consistently surpassing sales targets.

For example:

Referral program
Integrated a unique referral experience to drive incremental handset sales. Launch resulted in +95% sign-ups, +113% shares, +225% referred traffic, +85% in orders, with a 28% average conversion rate. Achieved 1,000 incremental sales in the first month and 2,683 sales within the first three months.

New iPhone launch
Led the online customer experience for the iPhone launch, achieving over 35,000 registrations—unprecedented volumes for Three. The online pre-order reached 60% of overall acquisition sales share, making it the highest sales month in Three UK history for that launch.

Web Checkout
Improved the checkout experience, resulting in a steady increase of 500 incremental sales per month for contract handset deals by implementing only two of the top five UX/UI enhancements from research I conducted (multiple rounds of usability testing and surveying 530+ users).

Three & O2 merger

As a Senior UX Designer for Three Ireland’s website redesign following the acquisition of O2, I was responsible for delivering comprehensive Information Architecture audits, user journeys, site maps, wireframes, functional specifications, and clickable prototypes. My contributions helped merge the “My Account” user experiences of both operators, ensuring a seamless transition for users. The primary goals were to reassure and retain O2 customers, acquire new customers, and reinforce brand values, all while creating a cohesive digital experience.

Three.ie & O2

Mobile Design Testing

Three Ireland merger

UI Designs

Three Ireland merger

New account

Three Ireland merger

Wireframes & iterations

Three Ireland merger

Users flows, IA

Prototyping and testing with real users

For Three UK, I conducted a wide range of usability tests using fully functional prototypes based on high-fidelity designs to test end-to-end journeys and report insights back to the business.

Top-Up Experience


Evaluated Pay As You Go (PAYG) customers’ experience with account top-ups, setting up recurring payments, stopping recurring payments, and using vouchers, as well as mobile navigation.

First-Time Registration

Assessed the registration process for new PAYG customers, their journey to find the registration option, completing the registration, logging in, and navigating the “My Account” page, as well as purchasing add-ons.

Mobile App Usability

Tested both first-time and returning users’ experience with the Three mobile app, focusing on navigation, menu understanding, profile completion, changing passwords, updating biometric settings, and adding payment methods.

App Taxonomy & Information Architecture

Evaluated the clarity and organisation of information within the Three mobile app to improve its taxonomy and structure for PAYG customers.

Mobile Web Usability

Assessed first-time and returning users’ experience with Three’s mobile web interface, focusing on registration, navigation, account landing pages, buying packs, making recurring packs, and topping up.

Information Architecture & Product Naming

Researched user perceptions of product groupings, categories, and taxonomy to optimise Information Architecture for both PAYG and Monthly Plan customers from various networks.

Help Landing Page

Validated the best performing Help landing page for support and assistance, exploring user behavior and entry points on mobile and desktop.

Monthly Plan Selection

Investigated user confidence in selecting monthly plans on the website, evaluating value perception and usability of three different prototypes for tariff exploration.

Device Page Usability & Financing

Studied user behaviour on the device product listing (PLP) and product details (PDP) pages, focusing on financing options, device configurations, and price changes.

Competitor Comparison for Device Finance

Compared user interface solutions for financing devices on Three’s website against competitors to improve user understanding and decision-making regarding financing and instalment plans.

Moderated testing

Mobile first approach

End to end prototypes

Figma, Sketch, Axure

Competitor analysis

All telcos

Detailed reports

Usability Testing

Testing

Real devices

Variant testing

Various hypothesis

Quantitative testing

Large scale card sorting and tree testing

New concept testing

First click and naviagtion

Reporting

In-depth analysis

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