InTech • 2019
Privet — Beeline ringback tones redesign
Project context
Beeline — one of Russia's leading mobile operators with decades of customer trust — partnered with Intech for a full-service redesign of Privet, their ringback tones platform. My opportunity: modernize the user experience while aligning with Beeline's established brand guidelines and introducing scalable new features.
Beeline — one of Russia's leading mobile operators with decades of customer trust — partnered with Intech for a full-service redesign of Privet, their ringback tones platform. My opportunity: modernize the user experience while aligning with Beeline's established brand guidelines and introducing scalable new features.
Product goals and objectives
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Goals
- Update user interface to align with Beeline's brand guidelines
- Conduct user research + competitive analysis for UX benchmarking
- Define features driving competitive advantage and service growth
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My responsibilyty
- Led research synthesis with PM to define app funnel + key features
- Designed service architecture, logic, and UI across app + web
- Post-launch: supported iterations + design system integration
- Solved technical constraints creating optimal user account flows with minimal back-end changes
Primary focus: mobile-first responsive design ensuring seamless experience across all devices. Started with smallest screens to optimize text hierarchy, CTAs, and navigation patterns for maximum accessibility and conversion.
Large screen adaptation emphasized homepage as conversion hub, with desktop layouts carefully optimized for scannability, prominent CTAs, and streamlined user flows to maximize melody selection and activation rates.
Cross-Platform consistency
iOS and Android apps mirrored mobile web patterns for seamless feature parity — delivering identical functionality (melody catalog, preview, activation) across native and web environments with platform-optimized interactions.
iOS and Android apps mirrored mobile web patterns for seamless feature parity — delivering identical functionality (melody catalog, preview, activation) across native and web environments with platform-optimized interactions.
Key achievements
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- Website redesign: conversion rate increased 88% (from 9% to 17%) across multiple funnel stages
- Ringtone setup + subscription flow: bounce rate reduced 23%, successful purchases increased through improved usability and clarity
- Launched Privet iOS/Android apps with full feature parity to web
- Business impact: enhanced user acquisition, retention, and monetization for Beeline's ringback tones service
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