Lebara

What can you test more accurately with: with 500 people or with 50,000? Right, that's why me and my team pushed Lebara to a consistent, global user interface. By centralizing the general user interface, Lebara is now able to learn real-time from user behavior, all 'round the friggin' globe. It also ensures consistency and reduces development costs.

To achieve this level of centralization in a strongly decentralized organization, we’ve linked the global design system to local brand guidelines, tailored for each country. This approach allows local researchers and designers to respond to developments in their respective regions and languages, with relevant content, while maintaining a consistent interface.

However, consolidating the user interface alone proved insufficient: Lebara's product range needed simplification as well. Options like "2x faster internet for € 0.50" may have seemed like an attractive form of upselling at a certain point in time, however, due to the vagueness of it, questions like "does that mean that default internet speed will be 2x slower?" will arise in the brain of the user. It's my hypothesis that vague options, like these, could well cost organizations more than they would bring in.

Lebara is a brand strongly associated with migrants and multiculturalism. Instead of trying to suppress this well established image out of fear that it might negatively affect people with prejudices about migrants, we aimed to use the user interface and content to work in favor of Lebara's image.

Because why keep it a secret that Lebara is exceptionally suited for global communication with your loved ones? That Lebara helps refugees with SIM cards and free airtime. That Lebara always negotiates the best deals with local providers. There's actually nothing wrong with this image; hence, it can be perfectly utilized to strengthen Lebara's brand instead of weakening it. Fear is always a bad counselor.

To make Lebara's image work for itself, its design should showcase Lebara's pride in its origins and encourages customers to do the same. Physical distances should not prevent you from staying in touch with your loved ones — that is precisely why Lebara was founded. Lebara is approachable, transparent about its rates, and maintains a human touch. Reviews from real customers support these claims, which you can verify on Trustpilot. Still not satisfied? We offer a hassle-free money-back guarantee. Have questions? Within minutes, a Lebara family member will assist you, whether through chat, phone, or email. International, honest, proud, easy to use, low price. That's it.

We have limited the use of colors in Lebara's app and website(s) to just one shade of blue, one shade of purple, and some shades of black and white. For CTA's, however, we used a bright pink, contrasting color. Other colors, without a clear function, were executed. Not a single color survived.