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Aloha
Management system for cellular
sellers and agents
How I designed a user experience for users
who have neither quiet nor time
Aloha global • 2025 • UX & UI
Overview
Aloha is an advanced cellular company developing smart technological solutions for agents and cellular stores.
As part of expanding its service ecosystem, the company created a suite of digital tools designed to streamline the agents’ workload, improve operational efficiency, and centralize all actions in one place.
Within this process, I defined and designed several of the company’s core systems.
One of the most significant systems is a comprehensive operational platform designed for cellular agents (resellers), who manage a network of field sellers (distributors) responsible for selling cellular plans to end customers.
Throughout the project, I led the UX and UI for all three interface layers: the distributor side, the reseller side, and the owner side.
Team Structure
I worked under the project manager and the founder, in close cooperation with the development team and in full coordination with another UI/UX designer.
The main goal
Building a daily-use work system that enables a natural and fast workflow within the store environment, while significantly reducing direct communication between the distributor and the reseller.
KPIs
How Will We Know We Succeeded?
decrease in non-formal communication between distributors and resellers
0
%
reduction in completion time for common operational tasks, based on average time measured per task
0
%
increase in plan sales to resellers, driven by improved operational efficiency
0
%
Research
Methodologies
- In-depth interviews with resellers and sellers
- Observation of real-time task execution
Analysis & Insights
Role Definitions
Distributor
Level
Seller to end customer
Tasks
Activation, renewal, extension and freeze of cellular lines, selling and switching plans
Tools
POS payment system, WhatsApp
Primary Need
An extremely fast interface that enables completing actions within seconds in a busy, high-pressure environment.
Reseller
Level
Cellular agent managing several distributors
Tasks
Daily management of cellular companies, payment collection, handling support tickets, defining plan prices
Tools
Payment clearing system, WhatsApp
Primary Need
A quick, high-level overview and efficient execution of operational tasks.
System Owners
Level
Manage multiple resellers under them
Tasks
Sell the system to additional resellers, define plans, handle complex issues
Tools
Payment clearing system, WhatsApp, Excel
Primary Need
Broad, aggregated information with the ability to quickly identify bugs, system failures, and unusual patterns for ongoing improvement.
In this review I will focus on defining the system for the Distributor side.
Pain Points
What are the pain points I identified with the users?
Cumbersome operations
Daily, routine actions became slow and cumbersome, requiring multiple steps to complete..
Indirect communication without documentation
Much of the communication occurs via phone calls and WhatsApp messages, leading to missed, forgotten, or lost information.
Misalignment with the work environment
Users enter the system without understanding what they need to do. There are no clear titles or defined workflows.
Challenges
Noisy and busy work environment
The system is used in a store environment that is often crowded and noisy.
How do we create a simple, fast, and easy-to-execute experience that requires minimal concentration from the user?
Users inexperienced with complex systems
Most users come from an operational, non-technical background and are not accustomed to working with complex systems
How can we design an interface that is intuitive, simple, and requires no advanced technical knowledge?
Extremely short execution time
Distributors must perform actions while a customer stands in front of them waiting.
How can we ensure that every action, even complex ones, is completed within seconds?
Solutions
Home Page
• Quick actions
• Important numerical information
• Recent actions with undo option
Main challenge
A pressured work environment, waiting customers, and actions that must be completed within seconds.
Solution
A central, clearly defined action zone with strong visual identity - icons and distinctive colors for each action type.
before
after
Existing Subscribers
A subscriber table with subscriber details, status, and plan. An internal subscriber page including: quick actions, personal details, plan details, service tickets, payments, and action history
Main challenge
The internal subscriber page contains a large amount of information and actions. The challenge was to design a no-scroll page, where the user sees all important actions and information at first glance, without elements hidden below the viewport.
Solution
I built a smart layered structure that displays all critical actions and data upfront, with expandable sections for each data category, which the user can open when needed.
before
after
before
after
Add Subscriber
Statistics
Branding Change
challenge
The system must be flexible to accommodate different branding colors, according to each reseller’s branding.
Solution
A design based mostly on grayscale, selecting two main branding colors- a dark and light tone, and performing contrast and accessibility checks to ensure readability, visual hierarchy, and clarity of primary actions for every color combination.
Testing
Usability Testing
As part of the testing process, I checked whether the users understand the distributor’s payment and usage status.
Before:
When I asked users simple questions such as:
How much have you used?
How much can you still use?
I received incorrect answers, or it took users too
long to think before responding.
Therefore I changed to this solution:
I redesigned the status display to make the
information immediately clear and intuitive.
When asked the same questions again, users
provided quick correct answers .
Conclusions & Feedback
What I Learned from the Process
How to research and understand users operating in a professional environment and within a field unfamiliar to me
Designing for non-standard usage conditions
A small change in microcopy can significantly improve clarity and understanding.
052-7639669
Feedback from the Project Manager
D.R. Entrepreneur
I just worked with Miriam on designing and Iplanning a system for managing mobile phone shops — such a great experience! She quickly understood what I needed, brought clarity to everything, and turned it into something super intuitive and beautiful. Great communication, super professional, and really creative. Highly recommend her with zero hesitation! 🙌