Case Study
SFR → Building a Unified Product Ecosystem
SFR → Building a Unified Product Ecosystem
Discover
Aligning Brand and Product Through a Scalable Design System
SFR, a leading European telecom brand, needed to unify its fragmented digital experiences across multiple products and teams. The project focused on creating a shared visual and interaction system to strengthen the link between brand identity and product experience. Through cross-functional workshops, audits, and high-fidelity prototyping, we designed a scalable foundation now used across SFR’s key platforms: - The Icon System, defining the brand’s visual language - The Répondeur+ app, rebuilt mobile-first for clarity and usability - The Assistance Platform, redesigned for accessibility and support autonomy Key outcomes: - One consistent design system across SFR’s ecosystem - 500+ master icons, 8,000+ variants, unified brand grammar - Measurable improvements in clarity, usability, and internal workflows
Client
SFR
Industry
Telecom & Digital Services
Year
2022
Services
Product Design, Design System, Visual Design
Discover
Aligning Brand and Product Through a Scalable Design System
SFR, a leading European telecom brand, needed to unify its fragmented digital experiences across multiple products and teams. The project focused on creating a shared visual and interaction system to strengthen the link between brand identity and product experience. Through cross-functional workshops, audits, and high-fidelity prototyping, we designed a scalable foundation now used across SFR’s key platforms: - The Icon System, defining the brand’s visual language - The Répondeur+ app, rebuilt mobile-first for clarity and usability - The Assistance Platform, redesigned for accessibility and support autonomy Key outcomes: - One consistent design system across SFR’s ecosystem - 500+ master icons, 8,000+ variants, unified brand grammar - Measurable improvements in clarity, usability, and internal workflows
Client
SFR
Industry
Telecom & Digital Services
Year
2022
Services
Product Design, Design System, Visual Design
Icon System
Context
Brand-led icon system deployed across SFR’s digital, print, and TV ecosystem.
Objectives
Translate SFR’s visual DNA into a functional, scalable library
Ensure consistency, clarity, and cross-platform compatibility
Simplify maintenance and design-to-dev collaboration
Approach
Built 500 master icons and over 8,000 variants
Defined a modular naming convention for easy updates
Delivered structured exports for Figma and development pipelines
Impact
A unified visual language that reinforced brand recognition and accelerated production workflows.
Icon System
Context
Brand-led icon system deployed across SFR’s digital, print, and TV ecosystem.
Objectives
Translate SFR’s visual DNA into a functional, scalable library
Ensure consistency, clarity, and cross-platform compatibility
Simplify maintenance and design-to-dev collaboration
Approach
Built 500 master icons and over 8,000 variants
Defined a modular naming convention for easy updates
Delivered structured exports for Figma and development pipelines
Impact
A unified visual language that reinforced brand recognition and accelerated production workflows.
Répondeur+ App
Context
Mobile-first redesign of the voicemail app, aligning product usability and brand identity.
Objectives
Simplify navigation and main actions
Reduce cognitive load and improve task efficiency
Apply the new design system consistently across UI components
Approach
Created a modular architecture (tokens → components → templates)
Designed clear layouts and predictable interaction patterns
Validated prototypes on real devices to test readability and flow speed
Impact
Reduced user errors, faster task completion, and the first operational version of SFR’s design system.
Répondeur+ App
Context
Mobile-first redesign of the voicemail app, aligning product usability and brand identity.
Objectives
Simplify navigation and main actions
Reduce cognitive load and improve task efficiency
Apply the new design system consistently across UI components
Approach
Created a modular architecture (tokens → components → templates)
Designed clear layouts and predictable interaction patterns
Validated prototypes on real devices to test readability and flow speed
Impact
Reduced user errors, faster task completion, and the first operational version of SFR’s design system.
Assistance Platform
Context
Complete redesign of SFR’s help and support platform to improve access and autonomy.
Objectives
Make help content easier to find and understand
Ensure cross-platform consistency and accessibility
Integrate SFR’s brand system into a functional, responsive UI
Approach
Reorganized user journeys with simplified navigation
Designed a smart FAQ assistant for real-time filtering
Created mobile-first infographics to improve comprehension
Impact
Higher self-service success, reduced support time, and a consistent brand experience across SFR’s digital ecosystem.
Assistance Platform
Context
Complete redesign of SFR’s help and support platform to improve access and autonomy.
Objectives
Make help content easier to find and understand
Ensure cross-platform consistency and accessibility
Integrate SFR’s brand system into a functional, responsive UI
Approach
Reorganized user journeys with simplified navigation
Designed a smart FAQ assistant for real-time filtering
Created mobile-first infographics to improve comprehension
Impact
Higher self-service success, reduced support time, and a consistent brand experience across SFR’s digital ecosystem.
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Master icons
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time-to-completion
0
0
Unified platforms
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Self-service success
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Master icons
0%
0%
time-to-completion
0
0
Unified platforms
0%
0%
Self-service success