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INTRODUCTION & CONTEXT
Context
BSNL, one of India's oldest and most established telecom providers, was losing market share to modern competitors. Despite its heritage and infrastructure, the brand felt outdated, passive, and fragmented—unable to attract younger demographics or compete in the digital-first era.
As the UX/UI Designer, I led the rebranding initiative and designed Patang—a modern telecom application that serves as a Smart City gateway. The project combined BSNL's heritage with futuristic innovation, creating a youth-oriented brand that symbolizes connection, reliability, and progress in India's digital transformation.
Problem Statement
"How might we rebrand BSNL to compete with leading telecom providers while creating a unified digital gateway that centralizes Smart City services and transforms user experience?"
Discover
Understanding user needs and BSNL's market challenges through research and competitive analysis
DOUBLE DIAMOND PROCESS
Primary Research
User interviews and surveys with existing and potential BSNL customers revealed key needs and expectations:
Quick Recharge
Users needed fast, seamless mobile recharge with minimal steps and saved payment methods.
Data Visibility
Customers wanted clear visibility of data usage, remaining balance, and plan details in real-time.
Bill Management
Users needed centralized bill viewing, payment history, and automated payment options.
Service Integration
Customers desired a single gateway for telecom services plus Smart City utilities like electricity and water.
Youth Appeal
Younger users wanted a modern, app-first experience with contemporary design and features.
Proactive Alerts
Users wanted notifications for low balance, data limits, bill due dates, and network issues.
Customer Support
Easy access to support, FAQs, and service centers was essential for customer satisfaction.
Secondary Research
Market analysis and competitor research revealed critical challenges facing BSNL in the modern telecom landscape:
Outdated Brand Perception
BSNL was seen as old-fashioned and passive, unable to compete with modern telecom brands among younger demographics.
Fragmented Services
Users had to navigate multiple platforms for different services, creating a disconnected and frustrating experience.
Customer Attrition
Lack of digital innovation and poor user experience led to significant customer loss to competitors like Jio and Airtel.
Define
Synthesizing research into user personas, journey maps, and strategic opportunities
DOUBLE DIAMOND PROCESS
Employee Personas & Empathy Maps
Ideation & Prioritization
One-Tap Recharge
Quick recharge with saved payment methods and favorite plans
IMPACT
High
EFFORT
Medium
Smart City Gateway
Unified platform for telecom services plus electricity, water, and other utilities
IMPACT
High
EFFORT
High
Real-Time Usage Dashboard
Live data, call, and SMS usage tracking with visual analytics
IMPACT
High
EFFORT
Medium
Personalized Plans
AI-powered plan recommendations based on usage patterns
IMPACT
Medium
EFFORT
High
Bill History & Autopay
Centralized bill viewing with automated payment options
IMPACT
Medium
EFFORT
Low
Network Status Map
Interactive map showing 4G/5G coverage and service centers
IMPACT
Medium
EFFORT
High
Prioritization Framework
High Priority
High impact, Low-Medium effort
Medium Priority
Medium impact/effort balance
Low Priority
Lower impact or high effort
Problem Framing
Pain Points
Outdated brand, fragmented services, poor UX, customer attrition to competitors
Opportunities
Modern rebrand, Smart City integration, youth appeal, unified digital gateway
Proposed Solution
Patang app: Quick recharge, bill management, real-time usage, Smart City services
TO-BE Journey Map
Envisioned Experience
App Launch
ACTIONS
Opens redesigned Patang app with modern, clean interface
THOUGHTS
"Wow, BSNL has really transformed!"
Impressed → Excited
IMPROVEMENTS
Modern design, fast loading, youth appeal
Quick Action
ACTIONS
Taps one-tap recharge with saved payment and favorite plan
THOUGHTS
"This is so much easier than before"
Satisfied
IMPROVEMENTS
Intuitive navigation, saved preferences, seamless UX
Service Management
ACTIONS
Checks data usage, views bills, pays utilities in one place
THOUGHTS
"I love having everything in one app"
Happy → Loyal
IMPROVEMENTS
Unified platform, clear information, convenience
Completion
ACTIONS
Completes all tasks and explores Smart City features
THOUGHTS
"I should tell my friends about this"
Delighted → Brand advocate
IMPROVEMENTS
Customer retention, positive word-of-mouth, competitive edge
How Might We...
...rebrand BSNL as a modern, youth-oriented telecom provider and create a unified Smart City gateway that transforms user experience and reduces customer attrition?
AS-IS Journey Map
Exit
ACTIONS
Completes recharge reluctantly or abandons process
THOUGHTS
"I need to find a better provider"
Dissatisfied
PAIN POINTS
Customer attrition risk, negative brand perception
Payment
ACTIONS
Enters payment details repeatedly, faces errors
THOUGHTS
"Should I just switch to Jio?"
Annoyed → Considering switching
PAIN POINTS
No saved payment methods, frequent failures
Navigation
ACTIONS
Searches for recharge option through cluttered menu
THOUGHTS
"Why is this so complicated?"
Frustrated
PAIN POINTS
Poor navigation, too many options, unclear flow
Recharge Need
ACTIONS
Realizes mobile balance is low, opens old BSNL app
THOUGHTS
"This app looks so outdated..."
Neutral → Disappointed
PAIN POINTS
Dated interface, slow loading, no modern UX
DOUBLE DIAMOND PROCESS
Develop
Concept Grouping
Ideas from the ideation phase were finalised and grouped to form cohesive concepts for recharging, viewing bills, and managing data. This ensured a user-friendly app experience.
Core App Features
One-Tap Recharge
Quick mobile and data recharge with saved payment methods and favorite plans
Usage Dashboard
Real-time data, call, and SMS tracking with visual analytics and alerts
Bill Management
View, download, and pay bills with autopay options and payment history
Smart City Gateway
Unified platform for telecom plus electricity, water, and other utilities
Proactive Notifications
Alerts for low balance, data limits, bill due dates, and network issues
Plan Recommendations
Personalized plan suggestions based on usage patterns and preferences
Deliver
Finalizing the Patang app through user testing and brand refinement
DOUBLE DIAMOND PROCESS
Usability Testing Insights
Areas for Improvement
Some users needed more onboarding guidance for new features
Initial brand transition caused slight confusion for long-time customers
Deep feature discovery required better progressive disclosure
What Worked
Users appreciated the unified platform approach
Modern UI design resonated strongly with younger demographics
Bill transparency and breakdown features were highly valued
Smart City integration was seen as innovative and useful
85%
Task Completion Rate
12
Participants Tested
8/10
Average Usability Score
High-Fidelity Designs
Onboarding
Streamlined onboarding with personalized dashboard showing quick access to all services
Homepage
The homepage provides a personalised dashboard showing balance, usage, and quick actions.
New Connection
Digital-first process for new sim activation with minimal steps and instant verification
Streamlined flow for purchasing new connections and recharging existing ones
Bills & Recharge
Transparent billing with usage breakdown, quick recharge, and payment history
Media & Entertainment
Access BSNL streaming services, music, and digital subscriptions
DESIGN SYSTEM
Brand Guidelines
A modern, cohesive design system for the Patang brand identity
Icon System
Navigation
Location
Activity
Notification
Icons from Lucide React library · 24px base size · Consistent 2px stroke width · Rounded caps
Typography Hierarchy
H1
The quick brown fox
Playfair Display
·
3rem (48px)
·
Weight 500
·
Page titles
H2
The quick brown fox
Playfair Display
·
2rem (32px)
·
Weight 500
·
Section headings
H3
The quick brown fox
Playfair Display
·
1.5rem (24px)
·
Weight 500
·
Subsection headings
Body Large
The quick brown fox
Raleway
·
1.25rem (20px)
·
Weight 400
·
Intro paragraphs
Body
The quick brown fox
Raleway
·
1rem (16px)
·
Weight 400
·
General body text
Caption
The quick brown fox
Raleway
·
0.875rem (14px)
·
Weight 400
·
Labels & captions
Color Palette
Sky Blue
#0EA5E9
Primary brand color, CTAs, accents
Cyan
#06B6D4
Secondary actions, highlights
Teal
#0891B2
Supporting elements, icons
Slate
#64748B
Body text, secondary content
Light Grey
#F1F5F9
Backgrounds, cards, sections
Logo & Brand Story
(Hindi for "kite") symbolizes connection, freedom, and soaring to new heights. The logo's geometric form language represents the diamond kite shape—evoking nostalgia while signifying BSNL's modern transformation into a futuristic communication ecosystem.
Mission
Combine heritage with innovation to deliver seamless connectivity and unified services, transforming BSNL into a modern brand that resonates with youth and drives India's digital future.
Vision
To be India's No.1 telecom provider by 2025, leading in 5G readiness and Smart City integration, expanding from traditional telecom into a comprehensive digital services ecosystem.
CONCLUSION
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Interested in seeing more work in telecom, branding, and digital transformation? Let's connect and discuss how UX/UI design can drive innovation and customer engagement in competitive markets.
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Key Learnings
Heritage + Innovation
Legacy brands can successfully modernize without losing their identity. The Patang concept honored BSNL's history while signaling a bold, futuristic direction that resonates with new audiences.
Unified Beats Fragmented
Users overwhelmingly prefer a single platform over juggling multiple apps. Integrating telecom, utilities, and Smart City services created a compelling value proposition that competitors couldn't match.
Design Drives Perception
Visual design isn't just aesthetics—it shapes brand perception. Modern, clean UI immediately repositioned BSNL as innovative and youth-friendly, changing how users viewed the entire service offering.
Project Impact
5G
Ready Infrastructure & Future Expansion
8+
Integrated Smart City Services
60%
Projected Increase in Youth Market Share
Transforming Heritage into Innovation
The Patang rebrand demonstrates how thoughtful UX/UI design can revitalize legacy brands for the digital age. By honoring BSNL's heritage while introducing modern design principles and Smart City integration, we created a compelling vision that positions BSNL as a forward-thinking telecom leader.
This project showcases the power of user-centered design in competitive markets—balancing nostalgia with innovation to create a brand that appeals to younger demographics while serving India's digital transformation goals.
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