MTX Connect, a global mobile operator, had a strong product: high-quality eSIM internet for travelers.
But the website was outdated and difficult to use. It looked like a spreadsheet of tariffs with no clear user experience.
The company needed results quickly. Our role as a design agency was to turn this «warehouse of plans» into something simple, visual, and easy to shop, and then build a deeper brand system step by step.
The website had not been updated in years. The plan list looked like a warehouse shelf: too many parameters and very little clarity. We kept the light palette, already associated with air travel, and used it as the base for a friendlier, more usable site.
Speed was essential. In just a few weeks we delivered a UX/UI redesign that gave the website a new face.
Tariff tables became plan cards with only the essentials: name, purpose, validity, coverage, and price.
The most popular plans included small illustrations that hinted at travel moods.
The purchase flow became two simple steps. A country filter and regional bundles improved navigation. Wrapped in the refreshed palette, the site finally felt light, clear, and human.
This quick redesign was not yet a full branding project, but it made the offer understandable and allowed MTX to release improvements right away.
After the refresh went live, we met with MTX’s leadership team. That conversation changed the direction of the project.
The larger challenge was not usability, but the market. MTX had to compete with resellers like Airalo, who offered cheaper disposable SIMs.
MTX’s advantages — better quality, stronger security, one account for multiple plans, real customer support — were hidden behind a higher price.We reframed the problem around three traveler questions:
Why does MTX cost more? What do I actually get for the money?
What does MTX give me that others don’t?
How can I see those advantages before I buy?
This turned the project from a surface-level redesign into a strategic UX and branding concept.
Advertising became the testing ground. MTX’s existing banners spoke in „engineering language,“ clear for insiders but confusing for travelers.
We replaced technical claims with traveler-focused copy and customer quotes. CTR increased by 13.8 percent across banners.
We also suggested playful slogans and lighthearted merch, giving the brand a warmer and more approachable voice.
Building on what we learned from ads, we redesigned the website again, this time guided by the new brand concept.
Plans were reframed as travel genres: a family holiday, a ski trip, a business journey. Each came with a metaphor and a visual, making it easy to choose by trip type instead of technical specs.
The design also evolved into a more premium, long-term look. MTX became a reliable travel partner rather than just an airport SIM.
The website, ads, and app now formed a single design system with a clear promise:
„Wherever you go, you’ll have good mobile internet.“
The project shows how branding and UX/UI design can deliver results on two levels: a rapid redesign that brought immediate clarity, and a strategic concept that built a consistent brand across all touchpoints.
MTX now has a recognizable visual identity and a cohesive UX system that connects engineering strengths with traveler needs. The company shifted from a complex telecom service to a travel-friendly lifestyle brand.
“We finally found a way to talk about ourselves more brightly and playfully, focused on how customers actually see us.
Now marketing and product managers speak the same language with top management.
We’d never have reached this point alone.”
The new brand system makes it easy to create consistent marketing materials. After the website relaunch, we produced a YouTube advertising video in the same design language. It extended MTX’s story into motion and showed how the brand can scale into any channel, from seasonal campaigns and social media to enterprise interfaces.
We also helped adapt the B2B website, making sure it reflected the same design principles as the customer-facing site. The two now speak the same visual language: B2C is friendly and travel-oriented, while B2B feels professional and trustworthy, yet clearly part of the same brand.
