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Client
Yezzz!
Year
2026
Role
Product Designer
Country
Ukraine
Yezzz! users
customer interviews
key insights
Role
Product Designer
Scope
Research · UX/UI · UX copy · AI workflow
Platform
App inside the Silpo app
Year
2026 · Ukraine
Challenge
Only a small fraction of Silpo app users became active Yezzz! subscribers, with a steep drop-off at every step.
Outcome
Funnel analysis and 8 interviews led to a redesigned home screen, tariff details, MNP flow and reminders.
Impact
Concept project, so no post-launch metrics. Yezzz!’s CEO and Product Owner said it addressed visual overload and unclear prioritisation.
Context
Live product
users · distribution through Silpo
Research methods
Insights
Business goals
Operators to switch from
Problem
47% of users dropped off before finishing number transfer — here’s how we redesigned the Yezzz! flow inside the Silpo app.
Drop −35%
Drop −40%
Drop −55%
Home screen
Phone number
MNP started
MNP finished
01
Turn Silpo shoppers into active Yezzz! users.
02
More views become started activations and finished transfers.
03
Prevent misunderstandings and support tickets.
04
Help users track the free period and next steps.
Process
● Funnel analysis
● User interviews 8 (3 Yezzz! users, 4 Silpo app users, 1 potential subscriber)
● Synthesis with AI
01
Many users didn’t realise Yezzz! is a full mobile operator with number portability and saw it as a temporary promo. “I didn’t understand the benefit. Why should I switch?” — Silpo app user, not a Yezzz! customer
02
Tariff and offer information were split across several screens, written in complex language. “The start conditions were unclear. I called support and was told to pay 300 UAH to start, but I paid nothing, and the connection was still free.” — Yezzz! user. “We bought an eSIM… and then it turned out you have to activate a standard tariff first.” — Yezzz! user, active Silpo delivery customer
03
Users didn’t know how many steps were ahead, why lifecell appeared, or whether it was safe to continue.
04
Participants wanted reminders about the end of the free period, but checked limits in other apps.
1
2
3
4
Perceived as a promo, not an operator
Unclear value behind “free connection”
Overloaded, unfocused first screen
Low confidence to proceed: switching felt hard
CASE 01 · HOME SCREEN
The problem:
Users saw Yezzz! banners across Silpo, but nothing explained what the operator is or why to switch. Interest stayed vague, and most people left the home screen without any intent to connect.
The solution:
We rebuilt the home screen around one idea: a headline “New mobile operator from Silpo”, a simple 1–2–3 explanation of how connecting works, and a single primary CTA “Connect to Yezzz!”. Everything secondary moved below the fold.
Before
After
CASE 02
The problem:
Tariff and offer information was scattered across several places and written in dense text. People could not quickly work out what they would pay, so fewer of them started registration.
The solution:
A dedicated tariff-details screen that answers three questions in order: how much to spend at Silpo to get 30 days free, what happens if you don’t reach it, and what is included in the package.
30 days
free, condition shown upfront
3 answers
spend, fallback, what’s included
1 screen
for the whole tariff
Before
After
CASE 03
The problem:
Minutes, data and unlimited services were buried inside long text lists. People had to read everything to understand what the package actually gives.
The solution:
A visual block with cards, icons and short labels, so the package reads at a glance: each card is one benefit, one number, one line of explanation.
Before
After
CASE 04
The problem:
The rules that apply after the starter package ends were hard to find and hard to decode. Users were surprised by charges and some left the operator because of it.
The solution:
A separate “Standard tariffing” tab covering calls, data, SMS and roaming. The copy was rewritten for scanning: short lines, the price first, exceptions last, so nobody has to guess what happens next.
Before
After
CASE 05
Before
After
CASE 06
The problem:
The solution:
Before
After
