Globie
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Work info
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Client:
(Obie Tel LLC)
Industry:
Telecommunications, B2C
Role:
UI/UX Design
Year:
2017-2018
Platform:
Mobile
Project Overview
Globie is a telephony app focused on making affordable international calls. At the time, the app’s UI was outdated and visually overwhelming, making it difficult for users to navigate, manage calls, and complete basic tasks.
The product struggled to deliver on its core promise: helping users make calls quickly and easily. To support Obie Tel’s mission of connecting people globally, the app needed a full UI refresh and a clearer, more intuitive user experienc
Goal
Simplify the calling experience and improve usability so users could:
Navigate the app with less friction
Complete calls more easily
Feel confident using the app without confusion
Solution
To address the challenges in Globie, we delivered a full redesign focused on clarity, usability, and engagement:
Simplified Navigation: Reorganized menus and key actions so users could add funds, search contacts, and make calls in fewer steps.
Guided Onboarding: Introduced an optional tutorial to teach new users how to navigate the app quickly, with tips for frequent users to skip it.
Streamlined Call Flow: Redesigned the registration-to-call journey to reduce friction and improve task completion.
Interactive & Fun Elements: Added features like the pull-down contact wheel for faster searching and playful animations aligned with the Globie brand.
Accessibility & Dark Mode: Ensured WCAG AA contrast standards, added dark mode to reduce eye strain and improve battery life.
Brand Identity Integration: Incorporated the friendly Globie mascot and bright, approachable color palette throughout the app for a cohesive and memorable experience.
This solution made the app easier to use, more engaging, and aligned with Globie’s mission of providing accessible, global communication.
My Contribution
Built sitemap, wireframes, UI kit
Designed responsive layouts for all screen sizes
Defined content strategy with interactive elements
Led UX and UI design end-to-end
Results
Before
Outdated mobile UI with cluttered screens, unclear navigation, and no guided onboarding. Users struggled to find key actions like adding funds or making a call, leading to drop-offs and incomplete calls.
After
Simplified, modern mobile experience with clear navigation, guided onboarding, and a streamlined call flow. Improved usability, faster task completion, and a more engaging experience that helped users make calls confidently and efficiently
My Approach
Discovery & Brainstorming
I started by understanding the problem from both the user and business side. I reviewed user feedback, analyzed competitors, and worked closely with product managers and engineers to identify where users were getting stuck. Together, we brainstormed solutions focused on simplifying navigation, reducing visual overload, and making the calling experience faster and more intuitive.I started by understanding the problem from both the user and business side. I reviewed user feedback, analyzed competitors, and worked closely with product managers and engineers to identify where users were getting stuck. Together, we brainstormed solutions focused on simplifying navigation, reducing visual overload, and making the calling experience faster and more intuitive.
Wireframes, Prototype & Testing
I translated ideas into low- and mid-fidelity wireframes to define structure, user flow, and key interactions. These were turned into interactive prototypes to test core tasks like onboarding, adding funds, and making a call. Feedback from testing helped us remove unnecessary steps, clarify labels, and refine interactions before moving into final design.
Brand Identity & UI Style Guide
Once the flow was validated, I focused on the visual direction and consistency. I helped shape Globie’s new brand identity, including color, typography, and the mascot, to feel friendly and approachable. A UI style guide was created to ensure consistency, scalability, and accessibility across the app, following WCAG AA contrast standards.
Onboarding
We added a guided onboarding in the prototype to help new users:
Verify their phone securely
Set a strong password
Learn key actions like adding funds and making a call
Users can skip it if they’re already familiar. This made the first-time experience smoother and faster.
What I Accomplished
Streamlined the end-to-end user flow
Reduced friction in key actions
Improved usability and clarity
Helped align UX decisions with business goals
Delivered a scalable design system
Conclusion
By focusing on user needs and simplifying the experience, Globie became easier to use, more approachable, and better positioned in a competitive telephony market. The redesign helped the product grow while staying aligned with its mission of affordable global communication.
