Your Year With Telgo
Recap is an experience that converts raw usage into personalised narratives, transforming a simple utility summary into a habit-forming engine for redemption and social growth.
UX & Product Strategy (Mobile)
Project Overview
Client: Telecommunications - Mobile Virtual Network Provider (MVNO)
Role: Design Lead, UX Design, User Research, Product Strategy
Type: In-App Feature
Timeline: Dec 2024 - Apr 2025
Status: Future Scope
Due to confidentiality issues, the extent of what I can share is limited, though strategic insights and research remain original.
Data is usually seen as a utility — use it or lose it.
For TELGO, a fully digital MVNO, thousands of GBs (mobile data) are being accumulated but under-utilised, representing a massive missed opportunity for user engagement and brand loyalty. Despite a differentiated market strategy, the 'Data as a Currency' (DAC) feature faces a critical adoption barrier: the transition from utility to value not being felt by the user.
The Strategy: Consumption to Redemption
My objective was to pivot users from Passive Consumption to Active Redemption, bridging the critical "Adoption Gap" in the TELGO ecosystem. To solve the dormancy of engagement within the reward marketplace, I applied the Hook Model to architect the "Recap" as a behavioural engine rather than a static summary.
By transforming raw usage into a personalised social currency, we provide the "variable reward" necessary to trigger the next "investment"—incentivising users to convert their data into tangible value.
The Dual-Path Strategy
The strategy included a dynamic and personal narrative engine that caters to every user journey, highlighting the value of data not solely as a mere transaction, but as a social currency worth activating and celebrating.
For Power Users, this signifies an affirmation of their smart spending habits, driving a narrative of their investments, promoting reciprocity through social proof and social sharing.
For Zero-Redemption or Low-Redemption Users, this takes shape in a provocative "Opportunity Cost" flow with loss aversion to re-onboard them into the app's ecosystem.
Recurring Habit Loops
Recap turns a one-off retrospective into a recurring habit loop. By quantifying "wasted" data as "missed wealth," the experience creates an immediate psychological push toward the Reward Shop. For TELGO, this means higher feature salience, reduced churn, and a measurable increase in Lifetime Value (LTV) as users begin to view their data as a bankable asset rather than a utility.
Expected Business Impact
Higher Ecosystem Velocity: Increased month-over-month voucher redemptions.
Brand Amplification: Organic growth via personalised, high-fidelity social currency.
Reduced Churn: Strengthening the habit loop by visualising the tangible value of staying with TELGO.