The task was to transform Telenors self service. To replace their 14 different self service systems and portals with one customer focused and responsive.

This how “Mitt Företag” was created.

Creative team

Andreas Carlsson UX Lead
Sebastian Carlsson Visual design
Erik Nielsen UX Designer
Emilia Persson UX writer
Pontus Olofsson Front-end
Jon Torvaldsson Product owner


  • User interviews

    7 clients, 11 internal stakeholders – customer service agents, HK, end users (administrators) from small och large clients (20 employees to 15 000+)

  • Brand innovation project

    52 interviews: 11 users and 41 decision makers

  • Quantative data gathering

    Customer service agents from Large, Medium and Small customers. Issues reported by users and customers.

  • Enduser feedback form

    Displayed for user logged in to Mitt Företag. 500+ answers


The research phase made us see the main user needs and we could easy identify the two main user types.

Common for all types of customers was that they all needed;

  • More user friendly overview and handling of employees and their subscriptions
  • Better usage and cost analytics and statistics
  • Better experience of transparency and trust
  • Automated and more efficient management so they can spend less time managing subscriptions and more time on other revenue generating tasks.

User types

"Casual Friday"

This is the person in a small to medium sized company with 1–50 phone subscriptions. The user mostly have other responsibilities within the company and handling phone subscription are just a part time responsibility.

The person is rarely logged in, perhaps once a month.

Prefers to use their smartphone when using Mitt Företag.

  • Needs
  • Change name on subscription
  • See all subscriptions and employees
  • Order and terminate subscriptions
  • Order new or replacement SIM-card
  • Change data plans
  • Purchase phones


This is the super administrator in a large organisation (500–50.000 phone subscriptions). The user often has a few sub-administrators that gets delegated certain tasks.

Logged in daily, quite often several hours per day.

Are using Mitt Företag exclusively on a laptop or large screen.

  • Needs
  • Change multiple users and subscriptions at once
  • Easier ordering and termination of subscriptions
  • Realtime statistics: usage and costs
  • Better invoice overview
  • Change name and cost-place on subscription
  • Purchase phones and other hardware

Preaching the UX gospel

Having the creative team members collaborate and sit-in with the different tech-teams was the key to joint understanding of goals and purposes.

Telenor had a very large system fauna, a lot of young, teenage and grandad aged platforms that technically were hard, next to impossible, to integrate with and get the data we needed from.

On top of that a lot of the teams owning the platforms were unexperienced in working with UX and user centered design.

The very isolated system fauna at Telenor became an obstacle.

To create a better understanding of why we all had to work together we often split the creative team up and spent a few weeks, sometimes even several months, sitting in with the teams. Together we sketched, prototyped and developed interfaces and APIs based on the clients needs.

Having the creative team sit in at the different tech-teams we overcame those obstacles.

As a bonus the tech-teams became UX-gatekeepers of their own platforms. We often noticed that they reached out to us when they made changes and further development in the platforms.

Some examples of features developed this way was: "Order subesctiption", "Real time statistics", "Bulk management" and the "Invoice" section. See below..

Prototyping on steroids

The way-of-work we created at Telenor was quite different from normal prototyping. It is built upon the Blueprint framework that I have been the creator of.

In short Blueprint is both a way of thinking about product development but also a set of tools and frameworks that helps speeding up product development: frontend components, page templates, a prototype and a styleguide.

Upon Blueprint we created Mitt Företag Labs. It was accessible both internally and for the end-users. Labs was the master for all UX and development we did for Mitt Företag.

Mitt Företag labs and it's different parts and interfaces.

The strength of Labs was that it was accessible both internally and externally which enabled us to use it for a variety of tasks. It contained the codebase for Mitt Företag so every backend- and frontend-developer pulled local branches from it.

Since it contained the responsive prototype of Mitt Företag we could also use it for customer demos, interna and external testing, UX research, feature development and internal education.

With the components and the prototype at the center of all development we all shared the same view of design. UX, code and interactions.

Always starting at the prototype we created a pair-design method where every step included a frontend-developer. So no matter if it was a new feature UX and designers could hand sketch it or draft it in Figma, then a frontend-developer quickly mocked up the functionality with production ready components but no actual back end.

There is a frontend developer in every step of the design process.

Final product

Here are a few examples of the solutions designed for the main user needs


Smartphone adopted
Better overview of subscriptions, usage, and costs.

Bulk management – change settings for multiple subscriptions at once

Changing settings for several subscriptions at the same time.

Order subscriptions

Easy step by step purchase of new subscriptions. The summary is updated in realtime for extra clarity of chosen items.

Real time statistics for usage and costs

Statistics contains usage, costs and trends.


Start page before redesign
Subscription settings before redesign