Beyond ONE · KSA · 2025
Virgin Mobile KSA already had brand recognition. What it had too much of was complexity. We simplified the flow, rebuilt the visual system, and made it feel like a product that respects your time.
The brief
Nobody questioned the brand. Virgin Mobile KSA had been in the market long enough that users knew what they were getting. The problem was the experience of getting it.
The original onboarding had grown organically. Screens accumulated. The visual system got inconsistent. The plan browsing page had lifestyle photography competing with specs. The checkout had a custom keyboard that iOS already handles. The number picker handed you a number and waited for you to accept it.
None of it was broken. All of it was heavier than it needed to be.
The redesign had one mandate: keep everything the flow needed, cut everything it did not.
Before / After
Each pair is the same screen in the same moment of the journey. Drag the handle to see what changed.
Screen by screen
Visual system
Reflection
Redesigns are easier than they look when the brand is already trusted. The hard part is knowing what not to touch.
Virgin Mobile had a functional product. Users understood the brand. There was no fundamental trust problem to solve. There was an efficiency problem, a visual consistency problem, and a case of design debt that had quietly accumulated across a flow no single person had reviewed end-to-end.
The interesting constraint was restraint. It would have been easy to redesign from scratch. But the identity was there, the brand language was there, and the basic structure worked. The job was editing, not inventing.
It worked: the redesigned onboarding contributed to a 40% lift in user acquisition. The number-picker was my favourite call. The original presented you with an assigned number and asked you to accept or search. That is a very different feeling from presenting you with a curated list and letting you choose. Same function. Different relationship with the user.
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