My Role at Telia
(2021-2025)
I joined Telia in 2021 as a UX Designer, initially working on Smart Control (IoT app) from concept to launch. After Telia’s restructuring, I also took over MyTelia, one of the company’s core apps.
Currently, I own UX for Smart Control & MyTelia, serving 500K+ users across 6 countries. I also contributed to internal tools, UX mentorship, and the Telia App Guidelines, now used across 12 apps. Read more here: 4 Years at Telia
📑 One of the biggest challenges I faced at Telia was improving the Install Flow experience, which had a high drop-off rate and caused a surge in customer support calls due to its complexity.
Background & Problem
Telia customers were expected to install their home network on their own, but the process was far from smooth. The existing flow required users to:
Receive hardware.
Set up the network manually.
Change WiFi credentials using an outdated web-based UI.
Somehow find & Install the old Telia App for further management, however it lacked funcionnallity.
This setup created several challenges:
Low Activation Rates for the Telia App, as many users never reached this step.
High customer support call volume, especially from non-tech-savvy users struggling with installation.
Complicated onboarding, leading to frustration and longer setup times.
My Role & Approach
That was the beginning of Telia Smart Control - unified App for smooth network installation, management & other IoT sutff. My focus was to simplify onboarding, reduce friction, and automate key processes.
Key Activities
User interviews – Mapped out issues real users faced while installing their networks.
Customer Support Analysis – Reviewed support tickets and interviewed agents to identify Patterns.
Technical analysis – Worked with engineers to explore what could be automated within the existing infrastructure.
UX Workshops – Applied BJ Fogg Behavior Model framework and facilitated activities with the team.
Solution Exploration & Testing
We explored multiple setup flows, developing functional prototypes to test different onboarding methods. It was quite a challenge due to the diverse user group—we had a wide age range of 18 to 70+, with varying levels of technical knowledge and capabilities.
Prototypes were tested in Telia's Hardware labs with internal employees + real users.
We ran A/B tests on different versions to track impact on setup time and activation rates.
Automation improvements made it possible for even non-tech users to onboard easily.
Average setup time was reduced by ~4 minutes (35% faster installation).
Initially, activation rates improved by 20%. With further optimisations, we saw a continued increase, reaching 28% over six months.
Customer support calls for installation issues significantly decreased, reducing operational costs.
