Ooredoo - Digital Experience UX & Research

As part of Ooredoo Qatar's Digital Experience Team, I worked across the full breadth of the telecom's digital touchpoints – mobile apps, web apps, self-service machines (SSM), remote diagnostic systems (RDS), the Smart TV app, and interactive digital kiosk screens. My role centred on mapping the strategic process of capturing and communicating complex customer interactions, and building the shared knowledge that let teams across the organisation design toward one seamless customer experience.

Ooredoo's digital products spanned many platforms and teams, each shipping independently with no shared, research-backed view of how customers actually behaved across them. Requirements for new features were often defined without a consistent process for capturing user needs, testing usability, or benchmarking against competitors – risking inconsistent experiences across mobile, web, and physical touchpoints like retail kiosks.

I built out the UX research practice underpinning Ooredoo's product decisions: investigating user behaviour, developing personas and scenarios, and creating storyboards to translate research into design direction. I defined the customer journey for buying Ooredoo's services, and worked with the Digital Experience Lead and Delivery Manager to prioritise UX requirements against each product's scope of work.

On delivery, I ran heuristic evaluations and UX enhancements across Ooredoo's mobile apps, web apps, SSM, RDS, and Smart TV app, and defined the usability testing protocol used across web and mobile. For the Interactive Digital Kiosks at retail stores, I led research and competitor analysis on the existing products and delivered recommendations for a new kiosk proposal.

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