Responsive Web

Website Design

CLIENT: Reliance Communication (RCom)

PROJECT: To revamp the legacy website to reflect the change of brand and attract the young generation users and also business users to the website. Aim was to build an intuitive, user-friendly and modern design.

ROLE: Sr. Designer in the team, Contextual Inquiry, Understanding Domain, Wire-framing.

* visual design by in-house team

Strategic Goal

Revamping Reliance Communications’ Digital Presence to Align with a New Brand Vision

Reliance Communications, one of India’s leading telecom providers, embarked on a strategic initiative to reposition its brand in the digital space. Historically associated with CDMA technology and recognized for its extensive rural coverage, the brand was perceived as utilitarian—geared towards the mass market. To resonate with a younger, aspirational audience and align with new brand ambassador-led campaigns, the company sought to modernize its website and refresh its digital identity.

A key focus area of this transformation was the Business Solutions section of the website, which required a complete overhaul to improve clarity, accessibility, and appeal to enterprise customers while staying aligned with the broader rebranding objectives.

Design Execution

User-Centered Redesign of the Business Website with Scalable Architecture

As a UX designer on this initiative, I contributed to the redesign of the business section of the Reliance Communications website. Our approach was rooted in user research and strategic design planning.

Key steps included:

User Interviews: We conducted primary research with business users to understand their needs, expectations, and pain points when exploring telecom services online.
Persona Development: Based on insights from interviews, we defined key personas representing enterprise customers—from small business owners to IT decision-makers in large organizations.
Information Architecture (IA): We restructured the content to improve discoverability of products, solutions, and support resources—enabling faster access to relevant information.
Template-Based Wireframing: Wireframes were created using a modular template system, allowing scalability and consistency across the business section. Each template was documented with detailed specifications for future reusability by internal teams.

The deliverables were handed off to the visual design team, who brought the wireframes to life with a refreshed visual identity that aligned with the new brand direction—modern, clean, and youth-oriented.

Outcomes & Business Impact

Enabling Brand Repositioning and Better Engagement with Enterprise Users

The redesigned business section of the website played a key role in supporting Reliance Communications’ repositioning efforts. It offered a clear, structured, and engaging experience for enterprise visitors—complementing the brand's broader youth-focused strategy.

The modular and scalable design system helped ensure content consistency while accommodating future updates with minimal design overhead. Internal teams appreciated the comprehensive specification documentation, which served as a blueprint for extending the design language across other digital properties.

By grounding the redesign in real user insights and aligning it with the company’s strategic brand goals, the project successfully contributed to a more credible, professional, and future-ready digital presence for Reliance Communications.