Mobile app for a fast-growing internet and mobile service provider

Tangerine's customer journeys across activation, billing and support were fragmented across channels and systems. Customer reviews cited unreliable self-service tools, with one customer noting it “only works half the time”. This created unnecessary effort for customers and growing dependency on support teams. Internally, teams lacked end-to-end visibility into these journeys and had no shared source of truth to work from.

Engaged to lead the mobile-first redesign of the Tangerine app, working directly with the Chief Product Officer and the Head of Digital Experience, I used customer reviews, FAQ traffic and operational data to identify the highest-friction touchpoints, then defined a set of mobile-first journeys built around customer tasks. I created detailed user flows, reusable UX/UI components, structured documentation of business rules and content, and a high-fidelity prototype to align stakeholders around a shared vision.

The work created a shared reference point across the business, reduced rework, and informed the formation of a dedicated design-build squad. According to the Head of Digital Experience, the artefacts “helped create a clear source of truth, bring stakeholders in earlier, and reduce rework by resolving questions upfront.”