Cellcom App

Redesigning for Loyalty & Engagement

Overview

Designing a user experience that transforms passive users into active ones, enhances brand engagement, reduces operational costs, and drives upsell opportunities.

About the Company

ellcom is one of Israel’s largest telecom providers, offering mobile, internet and TV services. Its digital app is a key touchpoint for customer self-service, plan management, and support – including international services and a retail branch for tech accessories and complementary products.

The Challenge

Many Cellcom users paid automatically but rarely used the app, missing out on value and offers.

Our challenge was to redesign the app into a personalized, relevant, and engaging experience that would motivate users to return and interact regularly.

Research

Existing App Review

We analyzed Cellcom’s current mobile and web apps to understand why many users stayed inactive.

Mobile App

  • Key actions are hidden in side menus

  • Cluttered layout and unclear navigation

  • No personalization or relevant content

Web App

  • Not mobile-friendly

  • Weak visual hierarchy and confusing structure

  • Feels outdated and disconnected from user needs

Conclusion: The experience lacked clarity, motivation, and personalization – all critical aspects we addressed.

Mobile App

Web App

How can we encourage inactive customers to engage with the Cellcom app and purchase additional products and services?

Solution

Loyalty Program with Points & Leagues

We created a gamified loyalty system where users earn points for actions such as paying on time, exploring services, or using self-support features.

  • Points = rewards – users can redeem them in a personalized store, based on account data

  • Leagues – as users accumulate points, they rise through loyalty tiers (Bronze, Silver, Gold), unlocking better benefits.

  • This structure incentivizes long-term engagement and discourages churn by making benefits “too good to lose.”

Top banner showing current league & points – always visible and encouraging

Bottom navigation bar for fast access to key areas: Home, Support, Loyalty, Account, Actions

Carousel menus for smooth, space-saving content browsing on mobile

App Redesign Highlights

Card  for grouping content clearly and consistently across screens

Business Impact

Our redesign wasn’t just about usability – it was designed to drive real business results.

For Cellcom:

  • Higher retention through loyalty tiers

  • More product sales via targeted offers (upsell & cross-sell)

  • Increased app activity = better customer data

  • Reduced support load through self-service features

For users:

  • Clearer value from the app experience

  • Personalized offers and rewards

  • Motivation to stay engaged over time

SUCCESS METRICS (KPIs)

We defined measurable goals tied to both user behavior and business value:

  • ↑ Monthly Active Users (MAU): More users logging in regularly

  • ↑ Redemption Rate: Users redeeming points in the store

  • ↑ Feature Usage: Increase in non-billing actions

  • ↓ Churn Rate: Fewer users switching to competitors

  • ↑ Offer Conversion: Users clicking & purchasing from offers

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