iliad B2C App
Iliad is a telecommunications provider known for its transparency, simplicity, and competitive pricing. Founded in France, the Iliad Group entered the Italian market in 2018, revolutionizing it with a no-hidden-costs, no-commitment approach. Today, it offers mobile services and, more recently, fixed-line connectivity, relying on its own infrastructure.
We launched Iliad’s first B2C app in 2025, giving 11 million users a faster and more intuitive way to manage their SIMs beyond the web personal area.
I led the UX/UI design of the app, driving the process from low-fidelity wireframes to a high-fidelity prototype and overseeing the developer handoff. I defined the design direction and built a Figma-based UI Kit with variants and variables for colors, sizes, and spacing. The launch gained widespread coverage from major Italian news outlets.
The app ranked #1 among free apps in Italy on both the App Store and Play Store in February 2025, establishing itself as the most downloaded and widely trusted solution by users. This achievement reflects its strong market impact and the value it brings to everyday experiences.
Onboarding clients
One of the main challenges I tackled was designing a fast and seamless onboarding flow that allowed existing customers to access the app and link multiple SIMs—an app-exclusive feature not available on the web, where switching SIMs requires logging out. At the same time, the business needed to gather key user insights without adding friction to the experience.
To address this, I designed a streamlined process where users could quickly connect their SIMs, personalize their profile, and set notification preferences. To ensure scalability, I created a flexible, modular flow that adapts to the user’s experience, displaying different screens at first login compared to subsequent accesses.
Discover personalized offers
I worked on making Iliad’s wide range of services and products easier to explore, guiding users toward upselling opportunities without overwhelming them. My goal was to present these offerings in an engaging and personalized way, ensuring users could easily find what was relevant to them.
After conducting several analyses, I decided to design a discovery tab that adapts to each user’s current plan. This space features highlighted videos, showcases new offers, and simplifies the activation of plans or international packages.
It was essential to make this solution non-intrusive, allowing users to complete routine tasks in other tabs without disruption while still encouraging exploration and driving upselling naturally.
SIM Management Made Simple
I was tasked with presenting a vast amount of information about the SIM, such as recharge details, offer specifics, renewal dates, usage in Italy and abroad, tariffs for non-included countries, and additional charges, in a way that remained clear and easy to navigate. One key aspect was making sure the recharge option was prominent, as many users don’t have automatic renewal, making monthly recharges essential.
I designed the SIM tab to provide a comprehensive yet streamlined overview. Users can check their SIM status, track usage by country, and view offer details. For consumption, I prioritized Italy-specific data but also made it easy to check usage abroad by selecting a country, which triggers a dedicated counter.
This approach simplifies tracking and ensures scalability for future international package activations.
Switch and Personalize Profiles
The challenge was to create a solution that allowed users with multiple SIMs to manage them seamlessly within the app, making it easy to switch between lines without the need to log in every time. Since users needed a clear way to differentiate between each SIM, the goal was to simplify their experience and make the identification process straightforward.
I designed the Profile tab to address this need, allowing users to switch between SIMs without logging in repeatedly. To make each SIM easily distinguishable, I introduced the option to personalize profiles with a custom name and icon. This way, users could clearly identify each SIM, and after onboarding, they could update their payment method and manage services in one place, streamlining the entire process and providing convenience and flexibility.
