Yezzz! — Retail Telecom Brand
Yezzz is a mobile operator (MVNO) launched by Silpo, Ukraine's largest supermarket chain. Users get free mobile service by shopping at Silpo — no separate payment needed.
Product Design
The challenge Despite millions of active Silpo app users, only 2.35% converted to Yezzz. 87% dropped off at the very first screen — not because the offer was weak, but because users couldn't understand it.
The process Conducted 15 in-depth interviews across 3 user groups to identify where and why users dropped off. Formed ~15 hypotheses, prioritized by ICE scoring. Designed solutions across 6 areas: pre-activation clarity, personalized entry points, number portability visibility, balance and period tracking, FAQ, and onboarding flows. Validated with 43 participants via moderated Figma sessions, Maze, and Lyssna.
The outcome The redesigned registration experience shipped across the Yezzz section of the Silpo app, with measurable improvements across the full funnel.
+10–15% — funnel conversion rate
+8–12% — activation completion rate
+10–15% — post-activation retention
*projected metrics based on research findings
Key learning The problem wasn't the product — it was the gap between what Yezzz offered and what users actually understood. Qualitative research surfaced insights analytics couldn't: users were dropping off not from lack of interest, but from lack of clarity.