Future-proofing Jordan's telecom: redesigning Umniah's digital ecosystem
When the biggest player needs a fresh start
Umniah is one of Jordan's largest telecommunications providers, serving millions of users across the Middle East. They had a mobile app—but it was outdated, incomplete, and couldn't keep pace with modern user expectations or their own business ambitions.
We needed to expand functionality, modernize the interface, and create a user-friendly experience that works for four distinct user types—all while navigating the unique complexities of Jordan's telecom market.
First things first: understand the users
Most telecom apps optimize for one user type. Umniah needed to serve four simultaneously. Each archetype needed its own navigation logic, feature set, and user flow—all within one cohesive app experience. This constant verification process created friction—but skipping it would have produced a beautiful app that didn't actually work for Jordanian users.
Postpaid account holders
Monthly billing, plan management, usage tracking, and family account controls.
Prepaid account holders
Balance top-ups, plan purchases, data package management—entirely different interface and flows.
Non-logged-in users
Anyone can use the app to purchase new SIM cards, top up someone else's account, or browse the online store—no account required.
Guest shoppers
Access to Umniah's device store and physical location finder without any telecom service at all.
We started with workshops and iterative discovery sessions to map the complete feature scope: what existed, what was missing, and exactly how new features should function. Built architecture and UX wireframes that documented every possible user journey across all four user types.
Telecoms in Jordan have their own rules. Purchase flows, payment methods, account structures, and even basic user behaviors operate differently. We couldn't assume anything. Every feature, every flow, every interaction pattern needed validation with the client to ensure it aligned with their business processes and local market expectations.
Design concept: futuristic clarity
We developed multiple visual concepts, but the winner was boldly futuristic—semi-transparent elements with glassmorphism effects in Umniah's branded grey-lime color palette.
The client had existing branding (logo and colors) but no UI kit or digital design system. We built everything, translating their brand identity into a cohesive product language that felt modern without abandoning their established visual equity.
U-Coins: designing loyalty from the ground up
One major new feature was U-Coins—Umniah's loyalty program that we helped design from concept to execution. Users earn Coins that can be redeemed for Umniah services, donations to charitable organizations, partner discounts, and exclusive promo codes.
We designed the entire U-Coins experience: earning mechanics, wallet interface, redemption flows, and partner integration touchpoints. This became a key differentiator for Umniah in a crowded market.
Going bilingual: Arabic RTL adaptation
The Middle Eastern market requires full Arabic language support with right-to-left (RTL) layouts. We designed the English version first, got approval, and then created the complete Arabic adaptation.
RTL is rethinking visual hierarchies, navigation patterns, and ensuring the glassmorphism effects and UI components work equally well when mirrored.
Marketing the experience: Ad banners that convert
Beyond the product itself, we designed extensive ad banner sets for App Store previews, in-app promotions, and marketing campaigns. Years later, Umniah still uses our banner designs in their current App Store presence—proof that thoughtful marketing assets have lasting value.
What we delivered
Mobile app (iOS & Android)
Full-featured connectivity management with zone-based purchasing, bundle controls, and account management.
Brand identity
A friendly, global-ready visual system built on approachable 2D illustrations, rounded geometry, and warm, clean aesthetics.
Arabic RTL version
Complete right-to-left adaptation for native Arabic speakers.
Website
A desktop-first experience with full feature parity for users who prefer managing their connectivity from computers.
Marketing assets
Ad banners, App Store previews, and promotional materials that continue driving downloads.