Jawwy
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Innovation leadership
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UX Strategy & Design
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Brand & Comms Design
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Product Design
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Mobile App
Launched in 2016 Jawwy became the first fully digital mobile service experience in the Middle East, aimed specifically at the digital savvy Saudi youth. We ended up disrupting the telecommunications industry, winning multiple industry innovation awards and spawning multiple imitators.
WhyJawwy?
01
Broadcast advertising doesn’t work
Digital, social and viral messaging no traditional print or outdoor.
02
You can’t tell us what is cool
Cool is discovered then spread socially.
03
Telco plans are so confusing
Simple, clear and flexible approach to pricing.
04
It’s difficult to know how much data is left until it has ran out
Realtime tracking, upgrade and downgrade at any time.
05
The bill is a nightmare to understand
Complete transparency on charging and billing.
06
There is no way to buy or top up
Home delivery, click and collect with online and in app purchasing.
07
Any servidce interaction takes forever
Online and social care plus peer to peer support.
How?
Reimagining the mobile service experience across the four key user journeys.
Driving the product vision, strategy & metrics. Understanding the market and the competitive landscape…
Launching with a number of unique and disruptive industry firsts to tackle the key pain points across the user journey:
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Buy a SIM package online and have it delivered to your door.
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Flexible plan creation, upgrade & downgrade any time & get your money back.
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Realtime tracking with in-app notifications and alerts.
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Digital Recharge & wallet for the purchase of digital goods.
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Build, activate & manage your service seamlessly in the app.
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Share & manage allowances in realtime between multiple SIM’s.
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Gifting plans, add-ons, digital goods and services.
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24/7 Online chat support & peer-to-peer community.
Building the foundations
Establishing the brand purpose & design principles.
Understanding the brand purpose, narrative, and voice, translating this into a set of design principles. Continuously promoting the importance of the design principles and a customer-centric approach to our product development whilst Implementing, facilitating, leading and continuously fostering a user-centric design thinking approach to product development throughout the organisation.
The Jawwy brand mark
SIMPLE, YOUTHFUL & CONTEMPORARY
Created to be adaptable, allowing for implementation across multiple digital and physical touch-points, allowing it to adapt to the changing nature of the digital medium in which it predominantly resides.
Over 7 years of Brand guardianship and evolution, including the development of a unified Jawwy typeface. Combining Accord and Tanseek to align the best of both Arabic and English typographic characteristics on both digital and print-based implementations.
Implement a standardised company wide set of UXD processes
Established standardised UXD processes, stitching them into the fabric of our organisation and our product development lifecycle.
- The creation of pre-development qualitative and quantitative research and discovery processes, wireframes, and high-fidelity designs and prototypes based on our well defined atomic design system.
- Internal and vendor based process for all UXD and product development.
- Implementation of agile and lean processes across the organisation including the implementation of Slack, teams, Trello, Miro, Figma and Jira to ensure agile product development was implemented company wide, removing silo’s, keeping everyone within the organisation on the same page and has helped us continue to thrive during the pandemic.
Creating a culture of innovation and creativity
It was critical for me that the culture and environment of the organization promote innovation, creativity, and the freedom to express ideas and to test, learn, and fail early without fear of negative criticism.
The Jawwy office on the 34th floor overlooking Riyadh was designed to foster creative innovation. I design the office interior to ensure our brand purpose and values were always at the forefront for the whole team, and that we had an inspirational, creative, and innovative working space.
All surfaces were coated with white-boarding so that brainstorming could happen at any moment.
Designed and developed a custom 20-foot Instagram magnetic picture wall, so that our social media team could present user-generated content to the entire office.
Chalkboards in the kitchen area.
A Saudi artist's gallery adorned the rear of the office and the obligatory table football table.
All surfaces were coated with white-boarding so that brainstorming could happen at any moment.
Designed and developed a custom 20-foot Instagram magnetic picture wall, so that our social media team could present user-generated content to the entire office.
Chalkboards in the kitchen area.
A Saudi artist's gallery adorned the rear of the office and the obligatory table football table.
Putting the brand in motion.
Experience design would not be as engaging or intuitive without motion design and micro-interactions, so it was important that at Jawwy I established a motion design and micro interaction style and system.
This simple graphical approach and the motion design system allowed us to clearly differentiate our brand from the competition. This has also allowed Jawwy to move away from video and photography-based content that would otherwise impact page load speeds, performance and thus conversions, whilst enabling us to apply the design system across all digital channels, including digital retail using a single asset library.
Digital retail & SIM packaging
Kiosk Large
Kiosk configuration
SIM Pack internal
SIM Pack external
Discovery.
Our jawwy landing page is continually evolving and being optimised for performance and conversion.
Shop.
The shop and checkout flow and funnel is continually being optimised for performance and conversion.
Jawwy 5.0
Reinventing the digital mobile service... again.
Listening to our customers, using 5 years of customer feedback from our UX and Ideas lab to fix pain points, modernise, simplify and completely redesign the buying and service experience from the bottom up.
completely redesigning jawwy from the bottom up.
Mobile App
Dark Mode
First SIM
3rd SIM
Native shop experience
My Jawwy
Gifting
Sharing
History
Purchase Journey
Desktop
Mobile web
Jawwy 5.0
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Subscribers in 5 years
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NPS (28 IS)
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CSAT (80% IS)
Achievements
- 2022 - Telecoms World Middle East - Winner Jawwy by STC - Best digital transformation
- 2019 - CEM in telecoms Awards Jawwy by STC - Best Mobile Experience Jawwy by STC - Best CEM Brand
- 2016 - Transform Awards MENA Grand Prix - Brand development. Gold - Best strategic & creative development Gold for Best naming strategy. Gold for Best visual identity in the TMT sector. Gold for Best brand experience. Silver for Best verbal identity/tone of voice.
- 1.2+m subscribers in 5 years with revenue now exceeding 1.2bn SAR
- 3.5% e-commerce CVR 2% above IS.
- NPS above 59pt (28pt IS)
- CSAT above 85% (80% IS).
- First telco in MENA to launch WhatsApp support
- First to have an online community for peer-to-peer support
- First Idea lab with customer rewards to extend beyond standard VOC practices.
- #1 telecom company for e-commerce in MENA - as confirmed by Google.
- Jawwy 5.0 will re-write the digital telco playbook and has already won a digital transformation award prior to the launch
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