← Back to work
Telia Case study
Telecom · Self-service & content

Rebuilding Telia's content system for TV, streaming and self-service.

Telia · UI/UX work since 2020. A long-running engagement spanning TV subscription flows, streaming partner pages (Netflix, HBO Max), self-service journeys, accessibility audits and the in-store video-assistance experience. Ongoing research kept every release grounded in how real customers actually shop, watch and get help.

Client
Telia Eesti
Timeframe
2020 — 2026
Role
Senior UX Designer
Scope
Research · UX · UI · Accessibility
01

Why this work mattered.

Telia's self-service and content pages had grown organically for years — TV bundles, streaming partnerships, subscription changes and account management all lived under one roof, often built by different teams at different times. The brief was simple to say and hard to do: bring coherence to how customers discover, subscribe to and manage services, without a big-bang redesign that would disrupt a live, revenue-critical product.

02

Research before pixels.

Every major flow started with real users, not assumptions — 30+ projects with 150+ moderated live UX testing sessions including accessibility testing with blind people to make sure the product worked for everyone, not just the average case. 10+ user journey mappings, card-sorting for information architecture, mob-testing, A/B testing, accessibility audits.

Moderated usability testing Accessibility testing Card-sorting User journey mapping A/B testing
03

Mapping the TV journey.

Before touching the TV subscription and cancellation flows, every screen — desktop and mobile — was laid out end-to-end in a single board: from browsing packages, through limit changes and fixed-term contracts, to cancelling with a compensation calculation. Seeing the whole journey in one place surfaced redundant steps and conflicting states that no single screen review would have caught.

Full desktop and mobile TV subscription journey map, from browsing to cancellation
Prototype map — TV content, video-rental limits, fixed-term contracts, cancellation with compensation Desktop + Mobile
Telia TV package page before and after redesign, showing improved structure, hierarchy and package comparison
Redesigned TV package page — clearer structure and hierarchy, from value proposition to package filtering, comparison and feature understanding, with new streaming content and more scannable, conversion-focused sections Desktop
04

One system, many partners.

Netflix and HBO Max needed dedicated landing pages that explained bundling, pricing and account linking clearly — while staying visually and structurally consistent with each other. Built as a repeatable template rather than one-off pages, so onboarding the next streaming partner became a content exercise, not a design one.

Netflix and HBO Max partner landing pages built on the same content system
Partner landing template — shared layout, pricing cards and self-service checkout flow Netflix · HBO Max
05

Designing for everyone.

A product-wide design system audit surfaced the same gaps across every screen: form fields needed clearer structure and contrast, list items needed to announce state instead of relying on shape alone, and every status icon needed a distinct silhouette so meaning didn't depend on color perception — fixes that became shared components, not one-off patches.

Delivery form before and after accessibility redesign, with clearer field structure and contrast
The right length creates natural constraints that help enter the right information. This reduces the user's uncertainty and thinking load — they can already visually understand what awaits them.
Checklist before and after, replacing plain bullets with explicit checkmarks
Checkmarks visually imply that steps are already completed, which can mislead users, while neutral bullets communicate that the items are simply informational. The bullet version creates a clearer hierarchy and sets the right expectations about upcoming actions.
Status message icons before and after, moving from filled to outlined for consistency
Suggested version uses correct semantic icons and colour coding, allowing users to instantly distinguish between alert states. Existing version breaks icon consistency, which reduces clarity, slows down scanning, and risks users overlooking important warnings.
Full icon system audit across filled, outline and color variants
Circles, triangles, and diamonds carry strong built-in associations — info, warning, error. Consistent shape systems improve recognition; familiar shapes reduce cognitive load and help correctly decode icon meaning.
06

Extending the icon family.

As new flows needed icons the existing library didn't cover, I drew additions to sit alongside it — matched to the same style guide rather than designed in isolation.

New icons drawn for Telia: rewind, playlist, notifications, calendar, briefcase, browser, folder, bed, sports and feedback icons
When creating new icons, the rules for line thickness, dimensions, angles and visual weight of the existing style guide were followed so each one would fit into a unified system. It was important to keep the same style, the same level of detail and balance — the goal was to make the new icons feel like a natural part of the existing icon family, not an addition bolted on afterward.
07

From screen to storefront.

The self-service experience extended into Telia's physical Nutiesindus store: a video-assistance kiosk that connects walk-in customers to a live agent when no one's on the floor — designed with the same welcome, help and feedback structure as the digital product, so the handoff between screen and store felt like one experience.

Telia video assistance kiosk welcome, live call and feedback screens, plus store photos
08

What it added up to.

A multi-year, still-ongoing relationship rather than a single launch — the value came from compounding consistency across dozens of releases.

A reusable system
Partner landing pages, forms and status patterns became templates — not one-off screens — cutting design and dev time on every new launch.
Built-in accessibility
Testing with blind users reshaped forms and iconography product-wide, moving accessibility from an afterthought to a default.
Screen-to-store continuity
The self-service experience now extends into physical stores through the video-assistance kiosk, on the same design language.
More work

Back to selected work.

View all case studies ↗