du

du is one of the UAE’s leading telecom providers, offering mobile, broadband, and entertainment services to millions of customers. Its website is a critical channel for sales, service, and customer communication, serving a diverse customer base across consumer and business segments.

As part of their broader digital and technology transformation, du partnered with Digital of Things to rethink and redesign the end-to-end experience across its consumer website, aligning clarity, consistency, and scalability for the next phase of growth.

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The challenge

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Over time, du’s website evolved to cater to a wide range of audiences, products, and use cases. While this breadth supported business growth, it also introduced complexity into the digital experience.

Navigation became increasingly difficult to follow, product offerings were hard to distinguish and compare, and key journeys lacked clear structure and progression. Customers often struggled to identify the most relevant options for their needs, resulting in friction across high-traffic journeys.

In parallel, the visual language across the site became inconsistent. While a major UI refresh took place in 2018, elements of older design patterns remained, and subsequent updates were incremental. This led to fragmented experiences across sections and reduced overall clarity and trust.

At the same time, du was preparing for a large-scale technology transformation initiative, internally known as the Ignite Programme. As part of Ignite, selected journeys were rebuilt on a new technology stack and released in phases. These journeys included refreshed UX and UI but were intentionally delivered at an MVP level to prioritise speed and enablement. Ignite was not designed to deliver a holistic experience refresh or introduce new, innovative design solutions across the entire website.

du required a strategic UX partner to take a holistic view of the digital experience. The objective was to simplify navigation and product understanding, establish a consistent and future-ready visual language aligned with new brand guidelines, and create a scalable UX and UI foundation that could coexist with phased Ignite releases and evolve beyond them.

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Our approach

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We approached the engagement with a focus on long-term value rather than isolated fixes.

Working closely with du’s internal teams, we aligned experience decisions with business priorities, customer needs, and the constraints of parallel technology transformation. Our focus was on reducing complexity without oversimplifying, ensuring the experience remained flexible enough to support multiple audiences while guiding users more clearly through key journeys.

Clarity, accessibility, performance, and scalability were treated as core design principles. The outcome needed to support both immediate improvements and long-term evolution.

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What we did

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Redesigned the end-to-end website experience
We redesigned du’s consumer website across mobile and desktop, streamlining key journeys to reduce friction, improve comprehension, and guide users more confidently toward relevant actions.

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Defined UX strategy and information architecture
We mapped and optimised critical journeys including mobile plans, device purchases, roaming, prepaid and postpaid activations, and account exploration. The information architecture was restructured to clarify product offerings, improve findability, and support both Arabic and English audiences.

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Established a scalable design system
We created a comprehensive design system with reusable components, interaction states, and clear usage guidelines. This ensured visual consistency across the site and enabled du’s in-house teams to efficiently maintain and extend the experience alongside Ignite releases.

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‍Supported implementation and design QA
We provided hands-on design QA and implementation support, ensuring alignment between design intent and development output across breakpoints and platforms.

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The impact

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The redesigned experience provided du with a cohesive, modern digital foundation aligned with its refreshed brand and transformation objectives. Navigation and product journeys became clearer, the visual language more consistent, and the overall experience more intuitive for customers.

At the same time, the scalable UX and UI foundation allowed du to balance phased technology rollouts with long-term experience quality, positioning the organisation to continue evolving its digital channels with confidence.