Why clarity, not more features, the lifeline citizens actually needed
Reframing e& Afghanistan Value Proposition
e&
Why clarity, not more features, the lifeline citizens actually needed
Reframing e& Afghanistan Value Proposition
e&
Why clarity, not more features, the lifeline citizens actually needed
Reframing e& Afghanistan Value Proposition
e&
I helped e& rethink the e-Afghanistan app during a period of national uncertainty, shifting it from a feature-heavy product to a focused digital companion grounded in real citizen needs. Working amid crisis and complexity, I created clarity in the chaos, giving teams practical tools, alignment, and a roadmap they could move forward with confidently and responsibly.
Challenge
Challenge
Following the regime change in Afghanistan, many businesses and public services shut down, leaving significant gaps in essential sectors such as food, transport, and basic service access. This sudden disruption created both unmet needs for citizens and a market opportunity for new providers.
e& Afghanistan recognised that the e-Afghanistan app could evolve beyond telecom services to play a more meaningful role in people’s daily lives. However:
They lacked clarity on which services to offer next
Internal teams had no shared criteria or direction for future expansion
The team needed a strategic, evidence-based approach to decide where to invest
My contribution
My contribution
As the Lead Service Designer on this project, I led a strategic design sprint to rethink the app’s direction.
Facilitated a 3.5 day remote sprint with e& and delivery partners
Conducted a review of the live app and service ecosystem
Identified user behaviours and pain points to build co-created personas
Guided teams through ideation, prioritisation, and roadmap planning
Helped shift thinking from tech-led delivery to value-led decision-making
The process equipped the team with practical tools, strategic clarity, and renewed confidence in the product’s direction.
This sprint didn’t just generate ideas, it shifted the product team’s mindset from feature-led to value-driven, giving them the clarity and confidence to move forward with purpose.
Breakthrough
Breakthrough
I reframed the team’s thinking from “what can we build?” to “what do people need?”, turning scattered assumptions into shared clarity through personas, pain points, and co-creation. By making feasibility a strength, not a barrier, I helped the team prioritise realistically and build a roadmap they believed in. This sparked a shift from feature-led ambition to a focused, citizen-first vision, converting early sceptics into advocates and creating immediate momentum through clear, achievable quick wins.
“I was a sceptic at the beginning as I wasn’t sure about the method whether it would help us get where we need to be. You’ve won me over. I now see the value of taking us through journey.”
- Head of Business Development
Outcomes
Outcomes
Reframed the product from a “super app” to a focused digital companion for real-life needs
Defined a clear product roadmap grounded in evidence and delivery feasibility
Co-created personas, journey maps, opportunity areas, and prioritised concepts
Delivered a story map to guide phased implementation, starting with quick wins
Created internal alignment around a shared vision, focused on citizen value, not feature count
The team walked away with a sharper understanding of user needs, delivery feasibility, and product focus, and the tools to move forward with confidence
“I was a sceptic at the beginning as I wasn’t sure about the method whether it would help us get where we need to be. You’ve won me over. I now see the value of taking us through journey.”
- Head of Business Development
I helped e& rethink the e-Afghanistan app during a period of national uncertainty, shifting it from a feature-heavy product to a focused digital companion grounded in real citizen needs. Working amid crisis and complexity, I created clarity in the chaos, giving teams practical tools, alignment, and a roadmap they could move forward with confidently and responsibly.
Challenge
Following the regime change in Afghanistan, many businesses and public services shut down, leaving significant gaps in essential sectors such as food, transport, and basic service access. This sudden disruption created both unmet needs for citizens and a market opportunity for new providers.
e& Afghanistan recognised that the e-Afghanistan app could evolve beyond telecom services to play a more meaningful role in people’s daily lives. However:
They lacked clarity on which services to offer next
Internal teams had no shared criteria or direction for future expansion
The team needed a strategic, evidence-based approach to decide where to invest
My contribution
As the Lead Service Designer on this project, I led a strategic design sprint to rethink the app’s direction.
Facilitated a 3.5 day remote sprint with e& and delivery partners
Conducted a review of the live app and service ecosystem
Identified user behaviours and pain points to build co-created personas
Guided teams through ideation, prioritisation, and roadmap planning
Helped shift thinking from tech-led delivery to value-led decision-making
The process equipped the team with practical tools, strategic clarity, and renewed confidence in the product’s direction.
This sprint didn’t just generate ideas, it shifted the product team’s mindset from feature-led to value-driven, giving them the clarity and confidence to move forward with purpose.
Breakthrough
I reframed the team’s thinking from “what can we build?” to “what do people need?”, turning scattered assumptions into shared clarity through personas, pain points, and co-creation. By making feasibility a strength, not a barrier, I helped the team prioritise realistically and build a roadmap they believed in. This sparked a shift from feature-led ambition to a focused, citizen-first vision, converting early sceptics into advocates and creating immediate momentum through clear, achievable quick wins.
“I was a sceptic at the beginning as I wasn’t sure about the method whether it would help us get where we need to be. You’ve won me over. I now see the value of taking us through journey.”
- Head of Business Development
Outcomes
Reframed the product from a “super app” to a focused digital companion for real-life needs
Defined a clear product roadmap grounded in evidence and delivery feasibility
Co-created personas, journey maps, opportunity areas, and prioritised concepts
Delivered a story map to guide phased implementation, starting with quick wins
Created internal alignment around a shared vision, focused on citizen value, not feature count
The team walked away with a sharper understanding of user needs, delivery feasibility, and product focus, and the tools to move forward with confidence