InTech • 2017
Tele2 Gudok — monetised digital service launch
Project сontext
Tele2 Gudok is a value-added telecom service that allows customers to replace standard call waiting tones with personalised music tracks or audio content. The platform enables users to browse an extensive media catalogue, upload their own audio files, manage subscriptions, curate playlists, and gift selected tracks to other customers, creating a monetised entertainment layer within the Tele2 ecosystem.
Tele2 Gudok is a value-added telecom service that allows customers to replace standard call waiting tones with personalised music tracks or audio content. The platform enables users to browse an extensive media catalogue, upload their own audio files, manage subscriptions, curate playlists, and gift selected tracks to other customers, creating a monetised entertainment layer within the Tele2 ecosystem.
Product goals and objectives
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Goals
- Launch a web platform for the Tele2 Gudok service, enabling customers to personalise call waiting tones through a modern and scalable digital experience.
- Design and implement a user account area with advanced playback settings, subscription management, and playlist control to increase engagement and retention.
- Optimise the service activation flow to reduce friction and enable connection within a minimal number of steps, driving user acquisition and conversion growth.
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My responsibilyty
- Designed and implemented a scalable design system aligned with Tele2 brand guidelines, improving cross-functional collaboration and accelerating delivery timelines.
- Conducted competitive analysis across telecom and digital subscription services, identifying best practices and translating insights into product improvements.
- Created high-fidelity mockups for all product sections and states, ensuring responsive behaviour and consistency across multiple screen sizes and devices.
- Developed marketing and promotional assets, including seasonal banners and curated music collections, supporting growth campaigns and user engagement initiatives.
Design system and core flow optimisation
Established a minimal but scalable UI kit including reusable components, buttons, icons, and interactive content cards, forming the foundation for consistent and efficient feature development. Leveraged this system to structure and assemble modular content blocks across all service sections, ensuring visual consistency and faster iteration cycles. Focused on optimising the core monetisation flows, including melody purchase, automatic subscription activation, and upsell prompts encouraging users to add additional tracks, strengthening conversion and recurring revenue mechanics.
Established a minimal but scalable UI kit including reusable components, buttons, icons, and interactive content cards, forming the foundation for consistent and efficient feature development. Leveraged this system to structure and assemble modular content blocks across all service sections, ensuring visual consistency and faster iteration cycles. Focused on optimising the core monetisation flows, including melody purchase, automatic subscription activation, and upsell prompts encouraging users to add additional tracks, strengthening conversion and recurring revenue mechanics.
Account experience and feature clarity
Following melody activation, users were guided into a structured profile area designed for managing playback settings, subscriptions, and track collections. Defined a clear information hierarchy to ensure all available features were visible and easily accessible, reducing cognitive load and improving task completion within the account environment.
Following melody activation, users were guided into a structured profile area designed for managing playback settings, subscriptions, and track collections. Defined a clear information hierarchy to ensure all available features were visible and easily accessible, reducing cognitive load and improving task completion within the account environment.
Results
Following launch, the platform attracted both organic and paid traffic, reaching approximately 34,000 monthly active users. The introduction of a seven-day free trial significantly increased repeat usage, with the majority of users returning to the service after initial activation, strengthening retention and subscription conversion. Mobile usage accounted for approximately 72% of total traffic, reinforcing the importance of mobile-first optimisation and responsive design decisions. The service achieved a positive return on investment exceeding 100%, confirming the commercial viability of the product and the effectiveness of its monetisation model. The website has since suspended operations in Russia as part of broader business decisions, while the Gudok mobile applications remain available to users.
Following launch, the platform attracted both organic and paid traffic, reaching approximately 34,000 monthly active users. The introduction of a seven-day free trial significantly increased repeat usage, with the majority of users returning to the service after initial activation, strengthening retention and subscription conversion. Mobile usage accounted for approximately 72% of total traffic, reinforcing the importance of mobile-first optimisation and responsive design decisions. The service achieved a positive return on investment exceeding 100%, confirming the commercial viability of the product and the effectiveness of its monetisation model. The website has since suspended operations in Russia as part of broader business decisions, while the Gudok mobile applications remain available to users.
Key achievements
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- Scaled the platform to approximately 34,000 monthly active users through organic and paid acquisition.
- Introduced a seven-day free trial that increased repeat usage and strengthened retention and subscription conversion.
- Delivered a mobile-first experience, with 72% of total traffic coming from mobile devices.
- Achieved a positive return on investment exceeding 100%, validating the commercial success of the monetisation model.
- Successfully launched and scaled the web platform prior to suspension due to broader business decisions, while mobile applications remain active.
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