Background
During my internship at Amdocs, I worked with a team to help Cellcom address declining app engagement by dormant users. We identified key issues through research and designed a reward-based UX solution to re-engage them.
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 :
- 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.