Background & Context
From Homepage to SIM Purchase System
Rightel is one of Iran’s three major mobile operators, serving millions of prepaid and postpaid users. Its homepage is the primary entry point to the digital ecosystem and a major gateway to revenue-generating journeys.
As products and services expanded, the website structure became increasingly complex. Users struggled to discover relevant offerings and reach key actions such as purchasing a SIM card.
The redesign simplified navigation, improved information architecture, and created clearer pathways from exploration to purchase completion.
Navigation & Information Architecture
Problem
The existing architecture reflected internal business structures rather than user goals. Products, services, and customer journeys accumulated into excessive choices and increased cognitive load.
Solution
Navigation was reorganized around user needs and high-frequency tasks. Similar services were consolidated, redundant paths removed, and content grouped around user mental models.
Problem & Solution
The homepage became a clear route into the system rather than a collection of internal departments. Product discovery, navigation, and purchase steps were designed as one continuous customer journey.
Improvements
- Reorganized navigation around user goals
- Improved service discoverability
- Reduced cognitive load
- Faster task completion
- Consistent experience across website sections
- More efficient design and development workflows
- Scalable foundation for future products and services
Prototype
The interactive prototype demonstrates the redesigned website navigation and the transition from discovery into the SIM-purchase flow.