Key points
We supported Orange in the complete redesign and optimization of its digital user journeys across the MEA and Europe regions. Leveraging our UX/UI design expertise and innovative AI integration, Orange harmonized and enriched its customer experience while effectively tailoring tools to local market specifics.
+20
countries covered by the Design System unification
Figma
deployed as a single tool to drive operational efficiency
context
Over the past three years, Orange has been driving major digital initiatives aimed at enhancing the user experience and unifying customer journeys across its various entities in Europe and MEA (Middle East & Africa).
Structured around distinct business units with strong individual identities, the company needed to streamline its digital processes, guarantee user journey consistency, and adapt tools to the local specifics of both European and MEA markets.
Addressing these strategic challenges required expert guidance in Product Design and UX/UI.
Structured around distinct business units with strong individual identities, the company needed to streamline its digital processes, guarantee user journey consistency, and adapt tools to the local specifics of both European and MEA markets.
Addressing these strategic challenges required expert guidance in Product Design and UX/UI.
intervention
An expert digital Product Design consultant stepped in across several major workstreams:
• ME&A Digital Journeys: Designing and redesigning digital flows for the MEA region, particularly for the web version of the flagship “MAX IT” mobile app—including an integrated e-shop application—to streamline the user experience in a highly specific market.
• AI Integration: Incorporating artificial intelligence solutions to enrich search results and optimize product detail pages, delivering an enhanced, conversational user experience directly within existing journeys.
• Design System Unification: Redesigning and unifying Orange’s global Design System to ensure graphical and functional consistency across group entities, while feeding back UX/UI components tailored for the MEA region.
• Methodological Transformation: Driving operational transformation by implementing Figma as the single tool for design, prototyping, and collaboration, fostering efficiency and best-practice sharing across design and engineering teams.
• ME&A Digital Journeys: Designing and redesigning digital flows for the MEA region, particularly for the web version of the flagship “MAX IT” mobile app—including an integrated e-shop application—to streamline the user experience in a highly specific market.
• AI Integration: Incorporating artificial intelligence solutions to enrich search results and optimize product detail pages, delivering an enhanced, conversational user experience directly within existing journeys.
• Design System Unification: Redesigning and unifying Orange’s global Design System to ensure graphical and functional consistency across group entities, while feeding back UX/UI components tailored for the MEA region.
• Methodological Transformation: Driving operational transformation by implementing Figma as the single tool for design, prototyping, and collaboration, fostering efficiency and best-practice sharing across design and engineering teams.
results
Through this engagement, Orange now benefits from a unified, consistent digital experience tailored to regional requirements. The integration of advanced features such as conversational AI has significantly improved user journey relevance and performance. Rebuilding the Design System also enhanced internal collaboration, reducing delivery timelines and raising digital output quality.
The widespread adoption of Figma standardized practices across teams and strengthened cooperation among group entities, driving substantial operational efficiency gains.
The widespread adoption of Figma standardized practices across teams and strengthened cooperation among group entities, driving substantial operational efficiency gains.