The challenge
This redesign transformed Epic’s app from a transactional tool to a user-centric service hub. By solving fragmentation, cognitive overload, and trust gaps, we:
- Reduced support calls (e.g., "Where’s my data?") through proactive status visibility.
- Increased bundle adoption via scannable value propositions.
- Re-evaluated & tested key user-flows (Authentification, Payment, Top-up, Bundle purchase)
- Built loyalty through personalized context.
- Dealed with the "Top up" redundancy. Old version had it in header AND tab bar. Removing features always sparks internal debates—"But what if users miss it?!" So we needed usage data to prove it was redundant and fought that fire with funnel analytics.
The biggest unspoken win? Aligning technical constraints (APIs, legacy systems) with human needs—proving that seamless UX lives at the intersection of empathy and engineering.. Stakeholders see screens; designers see journeys. Bridging that gap is the real challenge not visible in pixels.
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