At Telenor Myanmar, I worked on service design and UX research projects focused on customer self-care across web, the MyTelenor app, *979# USSD menu, 979 IVR call center menu, SMS, and other customer care touchpoints.
As mobile and internet adoption grew in Myanmar, many customers were still getting used to managing mobile services on their own. Common tasks like balance checks, package management, billing usage, SIM registration, subscriptions, notifications, and unsubscribe journeys were often hard to find, understand, or complete.
These issues created avoidable call center demand. The goal was to make high-volume telecom tasks easier to complete through self-care channels, helping customers get support faster while reducing reliance on the call center.
Customer Self-Care Journey Research
We analyzed why customers contacted support across call center, web, social media, and retail channels, including common queries, requests, complaints, and high-volume tasks. We also spoke with call center agents to understand pain points in handling service tickets.
We reviewed journeys and information architecture across the app, USSD, Interactive Voice Response Menu, SMS, and other touchpoints to identify where customers struggled to find information, complete tasks, or understand their account status.
Making Services Easier to Find and Understand
We conducted in-depth interviews, developed personas to understand customer segments, purchase patterns, channel preferences, and the language customers used to describe telecom services.
These insights informed rounds of design evaluation including tree testing, usability testing, and card sorting for menu naming and structure. We also developed clearer language conventions across journeys, menus, and SMS notifications, including launching local language SMS notifications.
Improving App, USSD & IVR Journeys
I worked with UX, product, technology, customer service, branding and commercial teams to improve self-care flows across the MyTelenor app, *979# USSD menu, 979 IVR menu, and service communication touchpoints.
This included identifying friction points, understanding system constraints, simplifying flows, improving service language, prototyping clearer journeys, and reviewing IVR scripts so customers could access, manage, or remove services more easily.
Service Design Practice & CX Impact
Beyond individual products and channels, the work helped establish service design as a practice within Telenor Myanmar’s Marketing division.
The work contributed to stronger self-care adoption, including 5x growth in monthly active users within 14 months, and helped shift more customer needs toward digital self-care channels.