MTN (STRATEGY, DESIGN & DEVELOPMENT)

MTN is Africa’s premium telecommunications network provider. As a multinational provider, their efforts are managed by Operating Companies (Opcos) on a country-by-country basis. The primary branding challenge that MTN faces across all Opcos is digital consistency, both in terms of website appearance and function.

There was no single point of ‘truth’ from a digital perspective as to what ‘good’ MTN Group aligned branding looked like. Opco websites were misaligned with corporate identity guidelines and their functionality differed from their counterparts created by other Opcos.

Y’ello Web revolutionises the MTN online experience with a mobile-first, customer-first system ready for adoption and adaptation by partner agencies and internal build teams.

Y’ello Web is more than just a design system – it is a human-centric update and alignment of MTN’s websites across their global real-estate.

Before development, PlusNarrative and MTN teams worked together through several design thinking workshops. These covered not only the existing issues with current Opco websites, but discovered what the primary needs of the people that MTN Group serves are.

Our Y’ello Web research, strategy, idea generation, prototyping and usability testing involved key MTN stakeholders at every given opportunity, ensuring co-creation throughout the design & development process. This led to clearer website taxonomy and structure as well as better overall site performance for all Opcos who have adopted the Y’ello Web framework to date.

Since the release of Y’ello Web, new and updated Opco websites are designed and developed at a rapid pace as the Y’ello Web look and feel is universally approved and digital structures are fully modular. Users of Y’ello Web websites are served information in bite-sized pieces through uniform site-wide card and carousel systems easily deployable for any case, need or function.