enhancing user experience in botim: a ux design approach

Botim, a leading video and voice call application in the united arab emirates, has witnessed substantial growth due to its provision of free online calling services in a region with limited access to such platforms. despite its popularity, botim has faced criticism, prompting an investigation into its user experience (ux) to enhance usability. the study utilizes a mixed-methods approach, incorporating online research and interviews, to structure user characteristics. then adopts the jobs-to-be-done framework to explore user motivations and desired outcomes, identifying key pain points through guerilla usability testing and affinity mapping. addressing critical issues such as low color contrast, excessive advertisements, and complex calling procedures, the study proposes solutions to streamline user flow, including a revised call initiation process and improvements in visual clarity. these enhancements are illustrated through low-fidelity wireframes. additionally, insights from the literature review, examining similar functionality apps such as whatsapp and skype, inform the study's approach. the results of the methodology offer actionable recommendations for improving botim's ux, contributing to the enhancement of online communication platforms in the middle east.