JOIN is the first Luxembourg-based telecommunication operator offering integrated IT solutions and is the first offering a European tariff equal to a national communication. The company offers free outgoing and incoming calls, texting and internet.

the Project

In May 2014 I joined a design team that builds a resposive website for ongoing telecommunication startup company JOIN Experience. The product contains brand oriented marketplace and internal account system.

A new telecommunication company appearances is not a common thing nowadays in Europe. JOIN choose to target young, progressive population from the beginning. With the help of branding design agency, the company developed their look and future design direction.

As I joined the team, MVP of the product has already run. But most of the features and functionality were yet to come. I worked gradually on all sides of the project. One of the biggest plans for the company was to launch JOIN Cloud. An application store inside of a user’s account. The project has integration with a variety of 3rd party apps which puts a lot of design constraints and challenges.



Offer an on-demand cloud services platform for professionals. Respond to market needs fast and without involving sales agents directly.


Users need to find and order helpful services for their business needs. The process should be easy.


Create a workable and scalable system that can evolve. Regardless of the Cloud partner or the Cloud catalog size.



The user must get services fast. Browse the store through categories, discover new services via marketing campaigns or use the search.


For each service, the user should get the right amount of information. He must be able to get service at the right time to make a decision and place an order.


The user needs an easy method to purchase services and get started with documentation presenting how to set devices and use the service.


Managing services & licenses, upgrading a service for a fleet of subscribers must be easy.

Sructure & Navigation

Creating a comprehensible structure, that enables users to efficiently find, identify and purchase services.


Using a tab navigation to filter the shown content.

+ common navigation system
+ all categories visible on top
no feed-forward for categories (what’s behind a category)


Displaying apps grouped by category, with a link to drill down.

+ flexible dynamic system (buckets could be group or categorized)
+ feed-forward (shown services give an insight into the category)
no content overview
 need to scroll


Provide a questionnaire to guide to the right services.

+ common navigation system
+ all categories visible on top
no feed-forward for categories (what’s behind a category)

Advertisement & Marketing

Enable Join to showcase premium options or new offers.


Central marketing area on the store home page.

+ front door approach
+ central advertisement space
works only on home page


Combined area of categories navigation and marketing banners.

+ one central spot for bundles and offers
+ banners can be used for multiple purposes
no separation between navigation and advertisement


Hero banner on top of home and each category page.

+ very clear and targeted
+ each section can have it’s own
banner and offer
+ simple to maintain
limited number of options to advertise per page

Decision Making

Show the right amount of information to make an acknowledgeable decision. Curate content carefully and show it in a consumable way.


Complete summary, with a
banner/screenshot on top.

+ multiple triggers (image, summary,
price, icon)
+ all needed information
+ could be used for marketing
(through banners)
needs a lot screen space
 too much information


Icon with title, short service
description and price.

+ short description, easy to read
+ space efficient
no real visual trigger


Recognizable icon with title
and price.

+ easy to scan
+ emphasis on product icon and name
almost no information, user needs to
drill down to learn more
distinction depens on the
service icon

Up & Cross Selling

Help users to get the right service, by offering supplementary based on his choices. This is an opportunity to increase sales.


Display related services. Learn user selections and behaviour.

+ know model
relations have to be establised


Provide different versions with
different prices.

+ the customer can purchase to their needs
+ eases the customer into services
 the customer might always purchase the
cheapest version first


Notify users if an upgrade
would be recommended.

+ good up-selling moment, with
the actual need for the customer
might annoy people who don’t want
to upgrade

Account Administration

Giving users a place to see and manage his purchases.

To make the discussion more tangible, we created a mockup combining multiple solutions discussed above.

It shows the tab filters and the hub overview combined. We used the distributed banners on top. It changes depending on the tab filters selected. The services are represented by a screenshot or banner and provide all the needed information.

JOIN Cloud Store Wireframe Version 2014


We spent a couple more weeks on design refinements and development analysis. We needed to adjust our design to new APIs constraints. Most important we needed to stay flexible and ready for new functionality to be added. The first MVP release went well and held most of the functionality planned.

However, the design process didn’t end here. Over the next few weeks, we spent time adapting and improving the UI according to various development constraints. After the first release, we start getting first analytics data and feedback from users. The information helped us to make further improvements in next releases. JOIN started getting revenue from cloud apps partnership and got a platform to add more products.

JOIN Cloud Store Design Candidate

Thank you for Reading!

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