Robi Elite
Robi Elite
Loyalty Transcends Location
Robi Elite Location-Based Discounts is a feature within the My Robi app that detects loyal Robi “Elite” users travelling outside of the capital city of Dhaka and showcases users what discount offers they can avail in nearby partner outlets such as restaurants, resorts, shops, etc.
Year
2025
Industry
Telecommunications
Scope
Interaction Design
UI/UX Design
Roles and Responsibilities
Persona
Storyboarding
Wireframing
Prototyping
UI Design
Dev Handoff and Grooming
Problem Statement
Every Eid (the most major Muslim holiday), Bangladeshi people leave the capital city of Dhaka in droves and travel to other cities either for tourism or to reunite with loved ones. Robi wanted to make its loyal customers feel special during this travel by showcasing what loyalty discount offers they have to offer for their “Elite”-tier subscribers through the My Robi app
Tools
Concepts (for storyboarding and wireframing)
FigJam (for User Journey Mapping)
Figma (for UI Designing and Prototyping)
Microsoft PowerPoint (for stakeholder presentations)
Coda (for handing off assets such as JSON files)
Vision
Position Robi as an essential travel companion that makes users feel valued
Values
Objectives
Increase traffic to My Robi App
Drive redemption of partner outlet discounts
Incentivize users to upgrade their loyalty tier
Generate additional revenue beyond traditional revenue streams
Target Audience
Robi Elite subscribers ranging across the Classic, Gold, Diamond, Platinum and Select tiers
Success Metrics
No. of Daily Logins in My Robi App
Daily Active Users of My Robi App during the holidays
No. of Users upgrading their Loyalty tier
No. of Discounts Redeemed
Campaign Revenue
Design Process
Discovery Phase
Multiple requirement understanding sessions were arranged with the business stakeholders to understand the campaign modality and feature requirements.
A User Persona was created to understand the users’ goals and frustrations
Big Picture Storyboard was prepared to orchestrate the end-to-end user journey and experience during the campaign
User Flow
Wireframes
Solutions
Design Iterations
Accessibility Considerations
48dp Touch Target Sizes
24dp spacing between interactive elements
Using black overlays on banner images that have text over them to ensure legibility
Considered Thumb Zones for placements of CTAs and interactive elements
Dev Handoff
Outcomes
The campaign was successfully launched in March 2025, just in time for Eid, with a Promotional AV
Since I left the organization shortly after the deployment of the campaign, I do not have access to the success metrics for this project
Retrospective
What I Learned
Narrative Storytelling fast-tracks Management buy-in
The was the first design to be presented using Storyboards which helped it secure buy-in much faster compared to previous projects
Skeuomorphism helps match users’ mental model
Replacing the traditional discount cards with skeuomorphic coupons helped match users’ mental model much more closely
Hyper Contextualization using Big Data
Making use of user’s location data during Eid festivities helped us design a delightful experience for our loyal, high-value users
Challenges/Trade-Offs
Business Model vs User Experience
From a UX perspective, we wanted to give users the 1 GB bonus automatically but Management was keen on limiting the amount of free internet disbursed by adding an opt-in process
Strict Deadlines to Capitalize the Holiday Season
The project went from concept to execution in a very short amount of time to allow the company to capitalize on the Eid season
What would I do differently now?
Incorporate a Map showing user’s current location and nearby partner outlets
Disburse the 1 GB free bonus internet automatically without having to opt-in
Proactively offer travel and accommodation discounts just before holiday season starts to help with travel planning
4+ Years in PRODUCT DESIGN
HCIM STUDENT @ UMD
