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Rogers communication - Conversion & Personalization — MyRogers App
Sr. UX • 10M+ Consumer App • iOS & Android • 6-Month Contract
Conversion & Personalization — MyRogers App
Improved conversion-critical journeys across a 10M+ download consumer app—contributing to an 8% lift in buyout conversion within the first month.
Overview
As a Senior Product Designer on a 6-month contract within the Rogers mobile application team, I worked on iOS and Android experiences across buyout onboarding (5GHI), centralized offers, and home navigation redesign.
My focus was improving clarity in high-intent upgrade flows, increasing promotional discoverability through experimentation, and modernizing the home experience to support new lines of business within a large-scale consumer telecom product.
Initiative 1
Buyout Flow (5GHI)
The Problem
The mobile buyout experience inherited web complexity, requiring excessive steps and unclear pricing transitions. Mixed eligibility states and upgrade scenarios created friction in a high-intent conversion journey.
The Decision
Redesign the buyout flow as a mobile-first experience by simplifying step progression, clarifying pricing logic, and adapting dynamically to eligibility states.
Prototype
Consolidated plan and pricing into clearer unified views and reduced overall step progression.
Designed adaptive logic to support both new and existing customers without added complexity.
Price Plan Change
- Streamlined Plan Comparison Experience
- Clear Feature & Benefit Differentiation
- Dynamic Pricing Updates Based on Selection
- Simplified Confirmation & Transition States
- Reduce steps for mobile onboarding.
Here is the prototype link
System Exploration
To restructure the flow, I:
Mapped the full web journey
Documented the complete web buyout progression to identify redundant steps, repeated confirmations, and pricing fragmentation.
Identified multi-step redundancies and pricing complexity carried over from web.
Explored simplified mobile versions
Documented the complete web buyout progression to identify redundant steps, repeated confirmations, and pricing fragmentation.
Tested alternate step groupings and consolidated pricing summaries.
Defined final mobile step architecture
Established a streamlined step sequence that consolidated plan selection, pricing review, and confirmation into fewer, clearer transitions.
Reduced step count while maintaining upgrade flexibility.
Outcome
- Reduced step count significantly compared to web
- Contributed to an 8% conversion lift in the first month
- Improved clarity in high-value upgrade decisions
- Strengthened cross-platform consistency (iOS & Android)
Initiative 2
Centralized Offers (Offers Hub)
The Problem
Offers were distributed
across multiple sections, reducing visibility and limiting engagement.
The Decision
Create a centralized Offers hub to surface personalized promotions while supporting contextual integration across upgrade and account flows.
Prototype
Designed a centralized Offers hub with structured categories, eligibility indicators, and modular layout options adaptable to different campaign types.
- Centralized Offer Hub
- Personalized Offer Surfacing
- Modular Campaign Layout
- Eligibility-Based CTA Logic
> Here is the prototype link
System Exploration
- Conducted competitive analysis of telecom and subscription apps to benchmark offer presentation patterns
- Explored multiple UI structures and content hierarchies in FigJam
- Evaluated layout options for clarity, prioritization, and scalability
Benchmarked telecom and subscription apps to evaluate offer presentation, prioritization patterns, and CTA clarity.
Explored multiple layout structures to test offer grouping, hierarchy, and modular scalability.
Outcome
- Improved offer discoverability
- Validated engagement improvements through experimentation
- Established scalable framework for future campaigns
Initiative 3
Home Experience Redesign
The Problem
Offers were distributed
across multiple sections, reducing visibility and limiting engagement.
The Decision
Redesign the home experience with a clearer content hierarchy, modular structure, and improved navigation patterns to better balance account management, personalization, and growth initiatives.
Prototype
Designed a centralized Offers hub with structured categories, eligibility indicators, and modular layout options adaptable to different campaign types.
System Exploration
- Analyzed user behavior and entry patterns to identify high-frequency actions
- Evaluated content hierarchy conflicts between utility and promotional modules
- Explored modular layout options to support scalability across future services
Outcome
- Improved clarity and prioritization of core actions
- Increased visibility of personalized offers
- Enabled scalable integration of new business verticals
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© 2026 Juxt Design Inc. · Navjeet Singh
