Network
Marketplace
Empowering enterprise users with custom coverage maps, simplifying IoT network management at Onomondo.
Context
About the product
Onomondo is a SIM supplier that facilitates data transfer from physical devices to the digital domain. The Network Marketplace enables creation of custom coverage maps suited to business needs.
Users can create lists of selected networks to associate with SIMs, determining which networks devices are allowed to register on — giving enterprise customers fine-grained control over connectivity across millions of IoT devices worldwide.
Problem
What wasn't working
A heuristic evaluation revealed significant usability issues across five key areas, creating friction for the enterprise users who relied on this tool daily.
Heuristic evaluation of the existing Network Marketplace interface
- User control: Navigating the map to add countries was challenging. Users had to scroll through long lists, and frequent zooming in and out disrupted the experience — especially for smaller countries.
- Visibility of status: No clear overview of the total number of networks in a Network List, or how many networks were available per country.
- System and real world: Unclear visual communication around country selection, and an ambiguous "Submit" button with no clear purpose.
- Consistency: Pricing information was missing entirely, making it impossible to differentiate networks by cost.
- Recognition vs recall: Users had to remember country locations on a map and recall network quantities — with pricing only available by contacting the Customer Success team.
Research
What users told us
Five user interviews and a survey with 44 respondents uncovered a consistent theme: pricing transparency was the critical missing piece.
"I'm trying to find out how much it costs to use the networks here. I need the lowdown on the rates so I can make smart choices about our data usage."
CEO / Operations Manager, interview participant
Survey results reinforced this clearly. The findings shaped our design priorities from the ground up.
- 84% emphasised the need for MB pricing transparency
- 59% prioritised understanding additional access fees
- 48% wanted technology information per network
- 34% wanted clarity on KB data increment details
- 32% sought clarity on geographical limitations
- Only 7% felt they had all the information they needed
Process
Design and testing
The design process began with separating the two primary user journeys — creating a new Network List versus editing an existing one — which had been conflated in the original interface.
Think-aloud usability testing with real users across four tasks surfaced specific friction points and drove two rounds of iteration.
Early wireframes separating create and edit flows
Testing tasks:
- Create a Network List with Brazil, Serbia, and Denmark
- Choose the cheapest networks in the selected countries
- Name the new Network List and assign a tag
- Rename a network and assign a tag
Initial findings led to:
- Search function appearance was non-intuitive — users didn't recognise it as the primary navigation point
- Tab navigation between "All Networks" and "Selected Networks" caused confusion about the current state
- The interface needed clearer separation between adding, editing, and reviewing networks
Key Design Decisions
What we changed and why
01
Separated user journeys
Split "Create New Network List" and "Edit Network List" into distinct flows, eliminating the confusion caused by a single combined interface.
02
Two-tab structure
All Networks tab shows everything available; Selected Networks tab shows only chosen networks for review and editing. Tab label changes dynamically when filters are active.
03
Hierarchical organisation
Regions as primary grouping, countries as expandable panels, networks displayed with rates and technologies on expansion — reducing recall load at every level.
04
Pricing transparency
Network rates surfaced inline, removing the need to contact Customer Success for pricing information — the single most requested improvement from research.
05
Search as primary navigation
A prominent search field replaces the map as the main entry point, with filters for country, region, network name, MNC, and MCC.
06
Map as overview, not input
The map was repositioned as a coverage visualisation tool — showing selected countries at a glance — rather than the primary way to add networks.
Outcome
Results
Shipping the redesigned Network Marketplace with transparent pricing and clearer navigation had a measurable impact on both user behaviour and the support team's workload.
↓ Support
Decreased support tickets about mobile network cost rates, as pricing is now visible inline.
↑ Engagement
More frequent visits to the Network Lists page, indicating the redesign aligned with how users actually work.
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