Atomic to Strategic
UX • Product • Strategy
The Account Management System is where World Mobile's complexity lives: phone plans, eSIMs, crypto tokens, reward tiers, international coverage, financial credits and multi-device accounts, all in one place.
Building it required starting from scratch. I worked across product, engineering, legal, compliance and finance to find the requirements, shape them into a design direction, and lead development from the first components to finished screens.
This project covers both the design system that made it possible and the AMS it was built to carry.
Micro
The foundation
Full UI design system. Button states, input fields and interface patterns built as a reusable library, so every screen starts from the same foundation, and consistency is structural.
Macro
Not complex features.
Not a small financial system.
A simple phone plan.
Phone plan Account Management scales into something vast. Points, credits, tiers, USD, crypto. Payments, rewards, bonuses, auto top-ups. Dashboards, settings, payment management, International travel packages, multi country.
Non of these features are the product. People want a mobile plan that works how they want. Sometimes making something look simple requires great complexity and sophisticated planning behind the scenes.
The craft is making the depth feel invisible to the user.
Strategic user journey planning
Designing flows for optimal user experience within the constrains of business and technical requirements, while operating in a highly regulated field.
The AMS complexity is multiplied by the variations of products and states a user could have. These variables combine into millions of possible states. More screens than anyone could design or QA by hand.
That's the importance of the design system: build the rules, and let them generate the screen, rather than drawing the screen for every possible version of the user.
Design principles
Two principles shaped every decision in the AMS.
The first is strategic - what kind of relationship should the product create.
The second is structural - how to guide users through genuine complexity without overwhelming them.
Design principle 1
Design for relationship, not transaction
The Account Management System reframes connectivity as a persistent relationship. Rather than treating each purchase as a standalone transaction, it gives users a permanent account foundation: plans are reusable, upgrades and downgrades are immediate, and future purchases build on what already exists rather than starting from zero.
This strategic model reshapes the purpose of the AMS. Instead of a list of isolated purchases, it becomes an overview of a user's connectivity: past, present and available.
The shift from transactional to relational is the difference between a product people use once and a platform they stay with.
Design principle 2
Information Foraging Theory
Account management is non-linear by nature. Multiple products, states and user intents exist simultaneously. Rather than forcing a single path, the AMS is designed around Information Foraging Theory: each step should make the goal feel closer, through clearer language, fewer options and more specific actions. The system progressively reveals complexity, keeping users oriented and confident as they move forward.
Hunters and prey
Our hunting instincts shape how we navigate the modern world.
