22% of customers called support. Not because the bill was wrong, but because it felt wrong.

22% of customers called support. Not because the bill was wrong, but because it felt wrong.

We redesigned the first impression of a multi-billion-dollar telecom relationship, one moment
of confusion at a time.

We redesigned the first impression of a multi-billion-dollar telecom relationship, one moment
of confusion at a time.

ROLE

Senior Product Designer

TEAM

Retail design team ~ 2 designers

YEAR

2026

STATUS

Live

ROLE

Senior Product Designer

TEAM

Retail design team ~ 2 designers

YEAR

2026

STATUS

Live

The company's biggest operational focus this year was call volume. Instead of asking how do we reduce the calls, we asked something different

"Why is this call happening in the first place?"

"Why is this call happening in the first place?"

"Why is this call happening in the first place?"

We heard the customer support call that started with confusion.

We heard the customer support call that started with confusion.

We heard the customer support call that started with confusion.

We followed the journey from confusion to clarity and found a familiar pattern.

A customer opens their first bill.
The number feels higher than expected.
They scroll. Re-read. Check the app. Check the web.
Confusion compounds.

The call happens — not because they want support, but because the experience failed to give them clarity.