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Change WiFi credentials using an outdated web-based UI.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.
After Research & Testing, it became clear that there was room for reducing cognitive load. We reworked the experience by simplifying each step and adding helpful context where users typically got stuck. We also built in light automation - things like automatic device detection, smarter defaults, and clearer error handling. It made the flow feel more responsive and less like a checklist. The updated design reduced setup time, lowered frustration, and gave users - specially less technical ones - more confidence from the start.
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.
