Belong (Telstra)
Year
2023 – 2025
Software
Expo / React Native / Mobile Application
Responsibilities
Product Design
UI Kit / Design System
Brand Alignment
Prototyping
Role
As Mobile SME and Mobile UI Lead, I established the mobile app design system, redesigned key flows like dashboard, onboarding, billing, and support, and embedded WCAG accessibility standards. My role was to ensure the product not only looked modern but also worked at scale for everyday household needs.
Problem
As a digital-only, low-cost brand, Belong offered affordable telecom services but its app experience lagged behind. Families had to manage separate accounts for each SIM, creating friction and making the product less competitive for digital-first households.
Solution
I worked with the team to design a modern React Native app that unified services into a single dashboard. It introduced clear multi-account management and effortless data gifting, while adopting native design patterns to deliver a seamless experience across iOS and Android.
Market Gap
Belong entered the Australian telco market as a digital-first, low-cost brand, but its mobile app has lagged behind expectations. Families need to manage separate accounts for each SIM, creating friction compared to competitors with consolidated dashboards. For budget-conscious users, the experience didn’t reflect real needs. A new React Native app addressed these gaps by unifying services in one place and making features like data gifting effortless. This aimed to improve adoption, reduced churn, and built stronger loyalty, helping Belong scale quickly in a competitive market.
Outcome
The new app would provide a cleaner, scalable foundation for growth and simplified core user journeys. It demonstrates my ability to lead mobile product design that balances brand positioning, technical feasibility, and user expectations.
