Optimising Digital Journeys for 48’s Mobile-First Audience
The Problem
48, Ireland’s first online-only mobile operator, serves 18–22 year olds entirely through digital channels. From ordering and activating SIMs to top-ups, account management, and customer care, every touchpoint happens online.
Despite a strong, competitive product, 48 needed to improve digital journeys for:
Handset sales
The My48 account platform
The Kickback rewards programme
With complexity in the online experience, the challenge was to simplify and optimise user interactions, particularly for a younger, mobile-first audience.
The Idea
We developed a comprehensive UX strategy to refine the digital experience:
Analytics review to identify pain points
Stakeholder workshops and customer interviews
Usability testing to validate assumptions
Personas and journey mapping focused on 18–22 year olds
Insights guided improvements to the sign-up process, navigation, and content design, ensuring alignment between business goals and user needs.
The Outcome
Streamlined navigation across desktop, tablet, and mobile
Engaging, user-friendly homepage content
A consistent, modern, and accessible design system
Stronger user engagement and higher conversions compared to the previous journey
48’s digital presence was transformed into a seamless, mobile-first experience that matched the expectations of its core audience.
FAQs
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Who is 48’s core audience?
18–22 year olds in Ireland, a mobile-first demographic that expects seamless digital interactions.
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What challenges did 48 face with its digital experience?
Complexity in online journeys for SIM activation, account management, handset sales, and the Kickback rewards programme.
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How did Ideas + Outcomes approach the project?
With analytics reviews, stakeholder workshops, customer interviews, usability testing, and persona-driven journey mapping.
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What results did the redesign deliver?
Streamlined navigation, more engaging homepage content, a consistent design system, and stronger engagement with higher conversions.