Background
As part of my internship at Amdocs, I joined a multidisciplinary team tasked with solving a real-world challenge for Cellcom telecom company based in Israel.
The company was facing a significant decline in user engagement within its mobile app, particularly among dormant clients.
Our goal was to research the root causes of disengagement and design a practical, user-centered solution. We conducted comprehensive market analysis, user interviews, and behavioral research.
The final solution focused on boosting app engagement through a psychologically driven rewards system integrated into a redesigned user experience.
What I did?
Research
Conceptualization
Design
Timeline
4.5 weeks
Chellenge
Cellcom, one of Israel’s leading telecom companies, was facing a growing number of dormant clients — customers who were technically active but rarely interacted with the app or explored new offerings.
Research
We started by building a deep understanding of the problem space:
- Stakeholder interviews with Cellcom product and marketing teams
- User interviews with existing and dormant Cellcom clients
- Competitive analysis of major telecom providers in Israel
- Behavioral research on app engagement drivers
Key Insight:
Dormant users don’t explore the app because they feel there’s no real value in doing so — leading to a cycle of disengagement and missed opportunities.
How might we
How might we encourage dormant Cellcom clients to re-engage with the app and develop a habit of exploration and interaction
The Solution
Our team brainstormed multiple ideas. Among the top contenders were:
- Push notifications with personalized offers
- Monthly interactive surveys
- A loyalty-based reward system
- Gamification elements
Selected Concept:
A rewards-based points system integrated directly into the app to provide tangible incentives for user activity, grounded in principles of behavioral psychology and habit-forming design.