Fig. 01 · The core interaction: a Product Manager configuring a new telecom offering.
Context
Telecom operators launch dozens of offerings a year - broadband, IPTV, mobile add-ons - across fragmented tools and teams. LaunchX reimagined this as a single, end-to-end platform where Product Managers can configure, validate, and release offers in one cohesive UX.
Goal
- Automate the end-to-end lifecycle of telecom product offerings.
- Reduce launch times from days to hours and eliminate manual errors.
My role
- Led user research across 5 distinct telecom personas to map goals.
- Redesigned the core offer creation workflow to improve efficiency.
- Owned the end-to-end design, from journey mapping to final UI.
Key decisions
Unified workflow, role-aware surfaces
Launch brings Product Managers, Marketing Managers, Catalog Administrators, Product Specialists, and Business Users into one offer lifecycle, while tailoring access, work areas, and actions to each role's needs.
Journey-based navigation, not menu-based
I restructured the IA around the offer itself, pairing guided steps with status-based actions so users see the right controls at the right moment in the lifecycle.
Fig. 02 · Initiative summary view showing offering lifecycle stages.
Impact
- Reduced average product configuration time by over 50%.
- Eliminated unnecessary screen navigation, enhancing productivity.
- Received strong endorsement from stakeholders for improved clarity.
Takeaway
What I took forward
A strong enterprise workflow aligns the product's structure with how users think about the job to be done, rather than how the organization is arranged behind the scenes.
Tools & methods
Figma
Oracle Redwood DS
Persona Workshops
Clarity of Purpose
User Journey Mapping
IA
Wireframe & Hi-Fi
Prototyping
Usability Testing