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During my tenure at Grameenphone, Bangladesh’s largest telecommunications company, I served as the Lead UX Designer for MyGP, the country’s top telecommunications and digital lifestyle app with 50M+ downloads and 10M+ monthly active users.
MyGP started off as a self-service digital platform allowing users to manage their mobile accounts, check usage, purchase data packs, pay bills, and access various services offered by Grameenphone. With the increasing digital needs of our users over time, the app evolved to encompass entertainment and lifestyle solutions.
I played a pivotal role in MyGP’s success story, working in a team of product managers and developers, improving core user journeys, and introducing data-driven features aligned with both user needs and the company’s strategic goals.
Championing a user-centered UX methodology in an agile environment, I ensured that our solutions aligned effectively with both business objectives and user needs.
To gain valuable insights into user pain points and preferences, I conducted surveys, interviews, as well as remote and in-person usability tests for every major feature.
With numerous Grameenphone Customer Service points nationwide, I had direct access to our customers, facilitating in-person interviews
By leveraging our User's Club group on Facebook with over 150k users, recruiting participants for usability tests and surveys was notably straightforward with the help of screeners.
Our customer support center also helped recruit participants over the phone using screeners to identify the right users.
While Grameenphone as a whole had several target personas at the enterprise level, two such personas were the most relevant for MyGP - Urban Students and Young Professionals - comprising a significant majority of our use base.
Key insights from initial in-depth interviews with representative individuals from our target personas revealed:
