A growing company with a brand value of $2.2billion ranked 8th in the UAE, Du has established itself as a leading telecom in the MENA region. Its core offerings are mobile plans, smartphones, wireless or wireline internet and TV. While its website has 5.4M monthly page views, its official app has 3.3M active users with a combined 20K monthly digital sales transactions, the eCommerce store still had problems common to online stores. Among them, customer pain points during checkout, issues with site performance, inconsistent or poor-quality design and low-ranking SEO.
Poor eCommerce journey performance was largely due to an ageing and broken tech stack. We set about migrating all shopping journeys to React.js while running an APIGEE API gateway with Liferay CMS. To improve both conversions and SEO, we then revised the customer checkout experience by streamlining the UX and UI, reducing friction as much as possible. Ease-of-use from homepage to sales invoice was evidenced by a multi-year improvement in both online sales and NPS during my tenure with the company.
