GSMA Mobile Connect: Making authentication secure and powerful

GSMA Identity program is one of the GSMA’s top four priority programs. Mobile Connect aimed to enrich the authentication process through a better understanding of their users in India. Think Design conducted a system-level study through multiple research methodologies, share their insights and advice on areas of improvements if any.


Telecom, Networks & Smart Devices


Mobile Platforms


User Research

The Challenge

GSMA has developed Mobile Connect, a new standard in digital authentication, which helps mobile operators to manage consumers’ digital identities across multiple online services, ranging from access to content and services on the web through to more secure e-government and banking services. With a scope of work involving a demographically diverse and populous user base, the understanding of what the primary needs and preferences of users are, often gets misplaced.

Mobile connect needed to re-look and transform its current live version located on Airtel, Vodafone and Idea website/application pertaining to current login/registration flow with a careful analysis, and feedback drawn from real users. The need of the hour was hence a focused user research, conducted with users to garner insights into secure transactions.


Our Methodology

At Think Design action is interspersed with thinking, which together guides our direction for strategy and implementation. For comprehensive research, our first steps were guided by defining a research basis, recruitment criteria, through a preliminary basic study.

While a UX audit was done to identify and judge the current product’s UX around the areas of customer onboarding, navigation and data representation, helping us define user tasks and the product’s usage metrics.

A Research Questionnaire was hence developed drawing from both the study and audit which fed to conduct the primary research. Primary research methods like usability tests and interviews and Focus Group Discussion were employed to gain insights on user expectations and needs. This helped us to collect data, generate ideas and receive input from specific target groups to determine the design directions for Mobile Connect.


Key Insights

1. UI-UX

Users find OTP uncomplicated than USSD flow and are tired by long forms

2. Privacy & Security

For money, related processes privacy is more important than convenience.

3. Information

Service Providers should provide information, as to what purpose the user’s data will be used.


Design Recommendations

1. Ideation

The application was recommended to be revamped considering key features of security, privacy, convenience and information dissemination.

2. Color Identity

The most preferred colors which were gathered from interviews and user perceptions were suggested, highlighting the reason for their preference.

3. Value Additions

Simplification of wait screen with the use of clear content and visual elements and iconic representation of error message were recommended.

4. Workflows

Design directions for various user workflows were suggested with new changes drawn from the UX audit and user research insights.

5. Comparison

A comparison between the UX Audit and the new design suggested was done to highlight the current challenges, providing a way forward with the new design recommendations.


Research activities

Consulting, Research Design, Participant recruitment, Summary and Consolidation


Current status

Research activities were conducted and reports were delivered in 2017.

In-depth Interviews
Suggested Method

In-depth Interviews

Concurrent Probing
Suggested Method

Concurrent Probing

Focus Groups
Suggested Method

Focus Groups

Services & Expertise

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