Dialog Axiata
Credit for people who have run out of credit
Dialog Axiata quick loan: a reload loan for pre-paid mobile customers at the moment their balance hits zero, on a network of 12.8 million subscribers.
Case snapshot
The situation
Half of Sri Lanka’s mobile market, and a customer whose balance just hit zero.
Dialog Axiata PLC is one of Sri Lanka’s largest telecommunications providers and the country’s largest mobile network operator, with 12.8 million subscribers and about 50% of the Sri Lankan mobile market.
The product is the Dialog Reload Loan: pre-paid customers can borrow from Dialog whenever they run out of credit. The design problem is that moment — the customer is mid-call or mid-session, has just lost service, and is in no mood to read.
How the loan works
Automatic
Register free of charge and a loan is granted automatically whenever the balance reaches zero — no manual request.
Mid-session
The loan applies even during a call or data session, so service does not drop.
On request
Dial 356 or #356#, choose a language, and ask for a loan.
The charge
The standard Rs. 2.00 service charge is not deducted if the loan is repaid with a recharge within 24 hours.
My scope
The loan flow, the brand guideline and the mobile site.
- What I owned
- The quick loan flow from process to outcome, a brand guideline for it, and the mobile site.
- Two channels
- The same loan reached by dialling 356 on any phone and through the mobile site, so both had to tell the same story.
The craft
The flow, the brand guideline, and the mobile site.
For the detailed case study, reach out to me (opens Gmail in a new tab).