Veon, a messaging service and a marketplace
Cem Selçuk

Veon, a messaging service
and a marketplace

UX-UI Desinger | Emerging markets | 3m MAU's

Why I Joined Veon?

In October of 2017, I joined Veon, a messaging service and a marketplace (iOS and Android app) which focuses on emerging markets (Russia, Pakistan, Georgia, Bangladesh, Ukraine) with 3million MAU's. For a long time, I've been searching for a challenge with many angles, and I had admired the bold strategies in which Veon operates, so I was delighted to begin contributing to it.

The team is focused on creating a new platform for end users and small business with the goal of creating real-world interaction which can enable people to meet with their friends in person to benefit Veon offers. Here are some parts of the Veon that I’ve worked on:


I had deep involvement with payment funnels back from my days at eBay and I always liked working on this exciting part of the user journey. In Veon, I was excited to get involved with the payments and transactions team.

Nowadays payments are quite straightforward (look at Uber, Revolut, Amazon) for the users. In VEON this case is quite different since our initial strategy is not to be a PSP(payments service provider) and not to take to many risks. These two business decisions cause many frictions throughout the payment flow, and my challenge was to minimize these frictions by design. Our previous payment flow looked like this;

"Tap buy button > payment details on a new page > enter CVV on a new page > confirmation on a new page > product code on a new page"

Quite a journey for paying 1-5 euros for a digital discount code but there was no way of cutting down any of these steps. So I had to make to look shorter. Eventually, I came up with a hypothesis "Payment journey might be perceived quicker if users don't lose the sense of navigation and don't travel to a new page for every new input/result." Here how the payments look like and the results that we achieved;

Conversion increase
first step drop off decrease
Veon, a messaging service  and a marketplace


Offer page in Veon app is what we know as a product page as in e-commerce with several differences. Offer page contains free and paid offers from small business owners.This page had a peculiar problem before its redesign. Users were buying and redeeming offers, but they were not using them. Offer codes were just getting lost into thin air, what a waste, right? After several user interviews with users, we extracted a single problem; they didn't understand how to use it and where they can refind the offer code when they want to use it. With these data and problem statement in my mind, I came up with several possible solutions, here are the user stories for the solutions;

  • "As a user, I would like to be reminded where the offer code saved so that I can find it easily when I need it, instead of searching the same offer from the feed."
  • "As a user, I would like to keep seeing offer details when I get the offer code so that I can still easily access necessary information."

Here are the designs, results and some facts;

Increase in used offers
increase in shared offers
Veon, a messaging service  and a marketplace


Veon provides a unique map experience. Our goal is to enhance the discoverability of small business while igniting friend interaction on the map. On maps, users can easily see where the offers and their friends are, and quickly access to offers or send high-five to their friends. Veon maps and our ideas around maps are still in their early days, and we are watching it closely. Designs and some facts;

stores listed
prototypes tested
design sprints
Veon, a messaging service  and a marketplace

Loading states

After sharing these findings, I came up with a series of principles for loading states and planned an incremental implementation plan for development. Here are the principles;

  • Do not use shimmering for the sake of shimmering
  • Separate element to enable progressive loading
  • Embrace continuity
  • Make sure that items on a page do not jump up and down, just to contain a skeleton structure.
  • When possible inform users about why they are waiting

We don't have any feedback around this one yet, it is still in progress, and we are looking for the right way to get feedback around the perception of speed. Tricky case to test. Here are some examples of these principles. 

To summarise;

@Veon as a UX/UI designer, I worked closely with various stakeholders in the phases of creating personas, identifying user needs, creating concepts, defining success metrics, creating AB test scenarios. 

App links
News about VEON