Launching a G2C consumer mobile app for a power & water utility (UAE)

Every routine task meant a call to a human

Residents of this UAE utilities provider had no reliable self-service way to track usage, view bills, or make payments — nearly everything routed through the call centre. The existing app was underused and poorly rated, reflecting how little residents trusted it to actually get things done.

• No self-service path for usage tracking, billing, or payments — driving high call-centre volume.
• Existing app carried an app-store rating of roughly 1 out of 5.
• Authentication and payments lacked the modern conveniences (biometrics, Apple Pay) residents expected.

Make self-service genuinely easier than calling in

I led the launch of an enhanced G2C mobile app built around the handful of tasks residents needed most — checking usage, paying bills, and getting support — removing the reasons they'd otherwise pick up the phone.

• Built self-service features letting residents track usage, view bills, and make payments directly in-app.
• Implemented biometric authentication for faster, more secure sign-in.
• Added a dedicated customer support module in-app, reducing reliance on the call centre for routine queries.
• Integrated Apple Pay to remove friction from the payment step.

Lower cost to serve, and residents who actually trusted the app

Self-service adoption translated directly into call-centre savings, and the improved experience showed up immediately in how residents rated the app.

Selected screens

A look at the self-service usage dashboard and the biometric-secured payment flow.