Competitive Intelligence

SaaS Platform; belonging to Opensignal Solutions Family

Client: Opensignal
Services: Desktop App Design | Prototyping | UI Design

My role

Feature analysis | Rapid Sketching | Versioning | Iterative Process | Information Architecture | Digital prototyping | Internal Usability Testing | User Interface | Design Specification
Feature analysis
Rapid Sketching
Iterative Process
Information Architecture
Digital prototyping
Internal usability testing
User Interface
Design Specification


[Too Long Didn’t Read]

I designed an advanced SaaS platform product for C-level execs of top-tier mobile operators.

Despite facing numerous challenges with limited research possibilities and a congested project pipeline, I delivered a viable MVP with easy-to-understand architecture and relevant vizualizations for complex data, within a tight timeframe.

My high-fidelity prototype impressed clients so much that we sealed deals prior to implementation.

And in case you enjoy reading more…

Competitive Intelligence, an advanced Software-as-a-Service (SaaS) Platform Product, is specifically designed for the C-level executives of top-tier mobile operators such as Vodafone and Free. By providing these key decision-makers with timely and accurate information, Competitive Intelligence empowers them to gain a clear understanding of their market with early warnings ahead of public disclosures.

This executive dashboard is a part of the Opensignal* Products portfolio, alongside the Public Reporting and Brand Endorsement offerings.

*Opensignal is an authority in measuring and reporting on mobile network experience and quality worldwide.
Description of the key persona


CEO of AT&T. He is also Chairman of the Board. He is the highest-ranking executive in the company, whose primary responsibilities include making major corporate decisions, managing the overall operations and resources, acting as the main point of communication between the board of directors and corporate operations.

Technology Adoption

Not necessarily a person with a lot of technical knowledge. Regularly, examines data and dashboards from internal and external sources to gauge the pulse of the industry.


How does my company stack up against the competition based on reliable, third-party data? How can I ensure that my brand and marketing efforts align seamlessly with the customer experience that my network offers?

What interests him?

How can I improve my competitive position based on your insights?
Can we trust the accuracy and reliability of your data? Why do your analytics matter in our decision-making process?

The challenges

I led the development of use cases and user flows, culminating in the design of a sophisticated interface that presents clients with relevant insights into our complex metrics.

However, the complexity of the Opensignal methodology, which captures the real mobile experience of consumers, resulted in persistent confusion around our metrics even within the organization, necessitating regular consultations with subject matter experts.

It became clear that if we faced these challenges internally, presenting the metrics to clients in a way that they could comprehend without drawing erroneous conclusions would be a significant hurdle.

Our metrics, including Speed, Latency, Voice, Games, and Video Experience, are designed to accurately reflect the real-world experiences of consumers, but translating them to a user-friendly format remains a formidable challenge.

A couple of competitive products
Studying cases with our internal experts served me in learning the mental models in analysis.
In the example below, two main factors affected Rakuten’s low speeds:
Only 1 frequency available for 4G (Band 3: 1825-1845MHz) + some regions limited to 5 Mhz
Average national speed was dragged down by low-performing regions such as Kyushu, Chugoku and Tohoku, potentially due to domestic roaming with KDDI where users are limited to 2Mbps.
Competitive Intelligence was the first SaaS product Opensignal planned to offer, which was the consequence of directional change company took at that time.

We faced challenges with limited research possibilities due to the scarcity of C-level executives in our focus markets and their busy schedules. The complex structure of our metrics and sub-metrics, limited access to comparable products offered by our competitors, and a congested project pipeline created time constraints for delivering a feasible MVP.

First generation of the MVP

The design process involved creating multiple low and high-fidelity versions of the project, while learning from stakeholders and a data science team. The team experimented, failed, and iterated to reconstruct the audience’s way of thinking. Objecting and iterating took several weeks.

Design solution has been adapted to a quite limiting technology known as Qlik Sense.

How to determine the quality of this product design?

My focus was on the most important aspects of the project while working solo under tight deadlines. As a designer who tried to explain metrics, I had to know them by heart, so I could organize them in an easy-to-understand product architecture and provide relevant visualizations for complex data

I achieved a rewarding sense of accomplishment when we sealed deals with clients prior to implementation, thanks to the high-fidelity prototype. The Sales team was impressed that they could sell a non-existent product.

Well done, Malgo!

Iain Masden, Opensignal SVP Products and Solutions

Jun 20, 2018 (internal communication)

I also need to single out Malgo’s contribution to CI. In working with telco operators for more years than I now care to remember it’s very rare to see them lean forward and be actively excited by a demo – however, this is the effect Malgo’s design has on customers. It’s certainly a level above what they’re used to and I’m really pleased we’re able to show-off the Opensignal intelligence in such a compelling package.

Moving from MVP to the next level

Out of clients’ feedback we understood that changes to the first page were necessary – there are as many ideas as people in the room! Which approach will win?
Out of the version chosen internally, the new visions for visualisations emerged.

Final project

Full-blown version of the project, after improvements based on customer feedback.