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du.ae: Transformed personalised AI

  • Writer: Åsa Andersson
    Åsa Andersson
  • Oct 31, 2025
  • 2 min read

Objective: Transform Information Architecture (IA) and Navigation for du Telecom


What: UX and Design Transformation of IA and Navigation on 1000+ Pages


Success Metrics:

  • Improve TNPS (Transactional Net Promoter Score)

  • Increase click-through rate to sales journeys

  • Achieved a 30% increase in click-through to device purchases from the top navigation


Background: Asa led the UX and design transformation for du telecom in Dubai over 4.5 years as Head of Experience. The old IA and navigation were complex and suffered from non-strategic page placements. Simplifying and optimizing this structure was crucial to improve user experience and increase sales. The project received approval from top management due to the promise of increased traffic to target areas, equating to higher sales.


Key Actions:


  1. Analysis and Remapping:

    • Conducted a detailed analysis of click-through patterns on the old navigation.

    • Identified that “Devices” and “Support” were the most visited pages.

  2. Navigation Simplification:

    • Removed the “SHOP” category altogether.

    • Added “DEVICES” directly to the top navigation, along with other popular products.

    • Resulted in a significant increase in direct traffic to these pages.

  3. Contextual Help and Suggestive Purchases:

    • Integrated contextual help and suggestive purchase options within the search functionality.

    • Further boosted the click-through rate.

  4. Highlighting Offers:

    • Added labels like “NEW” and “BEST OFFER” to create urgency and promote discovery.

  5. Personalized Shortcuts:

    • Implemented personalized shortcuts for existing customers in the top menu.

    • Enabled quick execution of relevant tasks (e.g., Quick Pay, Quick Recharge, Quick ID).

    • Updated CTAs based on the most frequent customer actions.


Results:

  • 30% increase in click-through to device purchases from the top navigation.

  • Improved TNPS and overall user satisfaction.

  • Enhanced user experience through a cleaner, more intuitive navigation structure.


Skills Used: UX Design, Information Architecture, Navigation Optimization, Personalization

For More Information: To identify customer goals and drive real impact towards your business objectives, contact Asa at asa@theoutcomestore.com.


Company Background: du Telecom is a major telecommunications provider in Dubai, offering a wide range of services including retail, e-commerce, customer portals, and more.


Åsa’s Role: Head of Experience, leading a UX and design team of 30+ to drive transformational experiences across various digital touchpoints.




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