MyJio.
Company
Jio
Role
Experience Design Director
Deliverables
Vision, Strategy, Direction, Mobile
MyJio was trying to be a super app. But 80% of users only came to recharge. We stripped it back, rebuilt around real usage, and introduced discovery patterns that drove habit and growth.
The Challange
MAU was high, DAU was low
80% of users only used core telco functions (recharge, balance check)
The rest of the app was overwhelming, unstructured, and ignored
Product teams were siloed, design direction fragmented
Visual overload from dozens of microservices
No clear entry points for discovery or engagement
The Approach
I audited the existing experience, aligned teams around clear hypotheses, and prioritised changes that simplified decisions and surfaced high-utility services through Explore, Categories, and personalised CTAs—using design to drive cross-functional alignment across mobile and fibre.
Strategic direction
The strategy focused on simplifying the experience, personalising key moments, and driving habit formation. The app was re-centred around real user needs by improving core telco flows, introducing smart CTAs, and adding lightweight discovery loops to surface relevant Jio services, while aligning teams around a single product vision.
Reducing Cognitive Load at Scale
Cognitive load was reduced by grouping related services under clear, high-level domains such as Mobile, Finance, and Health. This structure tested strongly with users, enabling faster decision-making and more intuitive navigation.
Onboarding
Seamless login and onboarding experience that delivers personalised content, improved navigation and enhanced service discovery.
Personalisation Layer
Smart CTAs and cards surfaced actions such as recharge, roaming, and fibre upsell based on location, plan type, and device context, resulting in a 15% increase in average order value.
Driving Ecosystem Discovery
A new tab was introduced to surface relevant content across the ecosystem, showcasing offers, updates, and tips from Jio’s wider services. Content was personalised based on user context and usage history.
Leveraging Familiar Behaviour
Familiar social patterns were leveraged to introduce short-form content, increasing engagement with new and underused features. This format supported trending updates, onboarding, and contextual tips.
Impact
+25–40%
Increase in episode completion
This page presents a high-level overview of the work. A detailed case study with research, validation, and metrics is available on request.
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