Case Study

MTS ID — One Ecosystem

MTS ID is a single account for all MTS services, with an audience of over 80 million users. I reworked it end to end — the personal account, sign-in and access recovery, biometrics and sign-in in the My MTS app — and turned a set of disconnected services into one consistent ecosystem where most tasks are completed independently, in two or three clicks.

The problem

MTS ID had grown service by service, and the personal account no longer felt like a single product.

The account was essentially a text page — a dense list of data with no visual hierarchy, hard to take in. Inside, there were almost no mechanics or functions users could perform themselves: even simple operations required a visit to a physical office, though they would take just two or three clicks.
Sign-in and access recovery worked differently across the ecosystem's services — there was no single, predictable login path, and some users dropped off at exactly this step, especially in the My MTS mobile app, where the sign-in module (SDK) was outdated and awkward to use.
Confirming and changing personal data — any sensitive action (changing a number or linked data) required manual verification, which was slow and did not scale to tens of millions of users. This drove part of the office visits and the load on support.

Altogether, this eroded trust in the digital channel: out of habit, users went to an office or called support instead of solving the issue themselves, and some left for other operators altogether. On top of that, MTS ID lacked a shared concept that would unite all services into one clear account.

How I solved it

Personal account

I turned the personal account from a text page into a convenient visual portal: I ran the analysis and designed an interface where data is pulled in automatically via Gosuslugi, and users complete operations in two or three clicks instead of going to an office. I added stories — short visual hints inside the account — which raised the share of completed tasks and engagement with the product.

Sign-in

I analyzed and reworked sign-in: I added new login paths so that fewer users drop off at the authorization step, regardless of which service of the ecosystem they come from.

Biometrics

I built biometrics for identity verification: users can quickly connect or change their data by confirming the action with their face — with no in-person visit and no manual review.

Mobile sign-in (SDK)

I completely reworked sign-in on mobile — the SDK module in the My MTS app: I updated the authorization flow and increased the share of users who do not drop off at this step.