Umniah Eshop Strengthens Leadership with a High-Performance Magento+Hyvä Build

Umniah, one of Jordan’s leading telecom providers, is no stranger to innovation. They were the first to launch commercial 5G in the country and a key player in digital transformation. We partnered to rebuild their eCommerce presence into a fully redesigned online store built on Magento 2 with Hyvä, so that it matches the scale and ambition of Umniah’s services and reflects a modern brand experience.

About

Umniah is one of Jordan’s fastest-growing telecommunications providers and the first to commercially launch 5G in the country. Founded in 2005 and part of the Bahrain-based Beyon Group, Umniah offers mobile plans, home and mobile internet, business connectivity, cloud solutions, and digital devices to millions of individual and business customers across the region. Their reputation for innovation is backed by partnerships with global technology providers, including Ericsson, Huawei, Microsoft, and Cisco.

With changing infrastructure and cybersecurity demands for eCommerce across Jordan, Umniah identified the need to modernize their digital strategy. The existing online store had performance limitations and design inconsistencies, and its content workflows required too much manual effort. With new services introduced, third-party vendors onboarded, and personalization and customer experience becoming a priority, Umniah made eCommerce a key focus of its digital transformation roadmap.

Project goals

• Rebuild the eCommerce storefront on Magento 2 using the Hyvä theme
• Deliver a clean, fast, and responsive UI aligned with UX best practices
• Support 2,000+ SKUs and multiple service categories (devices, plans, gaming, etc.)
• Integrate with internal systems (ERP, CRM, PIM) and third-party services
• Enable personalization, cross-selling, and content-driven shopping journeys
• Launch within a tight timeline while maintaining quality across infrastructure, design, SEO, and analytics.

Challenges

1. Infrastructure

Due to Jordanian regulations, all hosting had to remain on-premises, which limited external access and required a site-to-site VPN for the development team. This setup also added complexity to deployment workflows and environment management. Scandiweb’s DevOps team reviewed the infrastructure and proposed several improvements to help stabilize the deployment pipeline.

2. Internal team coordination

Throughout the project, Umniah’s in-house development team continued to maintain the existing platform and implement minor changes in parallel. After go-live, this overlap created deployment conflicts and inconsistencies, resulting in production-level bugs. We emphasized the importance of a shared workflow to ensure site stability during the warranty phase. Once this was in place, deployments became more predictable, and support efforts could be focused where needed.

3. API changes

Throughout the project, multiple API changes were introduced late in the development process, including those related to payment (UWallet, Direct Pay), login flows, and customer data sync, which affected timelines and required extra coordination for testing and implementation.

4. Custom payment gateway

Because of internal security and payment processing requirements, Umniah requested a custom-built Hyperpay module for Magento instead of a third-party extension. While the custom approach allowed tighter control over security and business logic, it introduced additional development effort and planning risk. Hyperpay’s restrictions on test transactions, especially for specific card types, limited our ability to run end-to-end tests independently. Resolving these issues required extended coordination with the client and Hyperpay to access the right test cards and clarify expected behaviors. 

5. Content population

The Umniah team had full ownership of the content population; however, many team members had limited hands-on Magento experience. This created delays during the final prep, eventually addressed through additional support and training sessions led by the scandiweb team.

Despite the challenges, the project launched on the agreed timeline, supported by close communication and a flexible approach to stabilize post-launch performance.

Approach

UX and design process

Our goal was to create a user experience that matched Umniah’s position as a leader in Jordan’s telecom market. We began with a full UX/UI audit of the existing store, benchmarking against global eCommerce and telecom standards to inform the structure of a new design system. We developed new wireframes, then translated them into high-fidelity mockups, optimized for conversion and content flexibility. The final design combined bold visual elements with structured, intuitive layouts to guide users from discovery to purchase without friction.

Redesign included:

• Homepage with clear product categories, mobile-optimized navigation, and immediate visibility of key offers
• Fully reworked mobile and internet plan pages, offering customizable bundles and transparent pricing breakdowns
• PLPs (devices and services)
• PDPs (devices and services)
• A cyberpunk-themed gaming landing page tailored to a younger audience segment, balancing visual impact with product discoverability
• Consistent product cards redesigned for scanability and comparison, using iconography, labels, and reorganized information hierarchy
• Cart and checkout
• Customer account
• CMS pages (e.g., Contact Us, Track My Order, Success pages)
• CRO consultancy, UI/UX best practices, and micro-interactions to guide conversions.

Read more about our UX & CRO project with Umniah here.

Magento 2 + Hyvä implementation

The new storefront was built on Magento 2 with the Hyvä theme, styled from scratch without migrating frontend components from the legacy store. Hyvä’s clean structure allowed the frontend team to iterate quickly on templates while maintaining accessibility and performance standards.

Global elements (header, footer, navigation) were implemented early, followed by PLPs, PDPs, and interactive blocks for offers, brand highlights, service features, and more. We also built separate product templates for devices and services, reflecting different purchase flows and product configurations.

We added a single-page checkout experience using a third-party extension, styled to match the Hyvä frontend and adjusted to accommodate installment logic and custom validations.

Custom features and content blocks

To support Umniah’s specific business logic and content strategy, we developed several custom modules and enhancements across Magento’s backend and frontend:

• Product & purchase logic
  • Product templates and attribute sets to support device and service product types, based on attribute data provided by the client
  • Custom flags to manage Umniah installment eligibility and bank installment availability, each triggering relevant frontend logic and admin-side configurations
  • Installing and configuring a free shipping module to automatically apply where relevant
  • Enabled product labels via Amasty’s extension to highlight offers, stock statuses, and promotional messaging
• Checkout experience
  • Integrating and styling a single-page checkout extension to match the Hyvä frontend
  • Additional features like sticky CTA buttons and custom layout sections to support mobile usability and conversion flow
• Insider personalization integration
  • Insider was fully integrated via custom-built Magento modules and API connectors: API authentication and error handling logic, full product catalog ingestion and update sync, user data upsert logic from Magento to Insider, custom CMS widgets to enable Smart Recommendations by campaign ID
  • Multiple campaign-driven recommendation blocks: Recently viewed, New Arrivals, Purchased together, Purchased with last purchased, Chef algorithm-based widgets; filtering logic by category for contextual relevance
  • Quick Shop CMS block to dynamically serve Insider-powered recommendations on key pages.

System integrations

Umniah’s eCommerce platform was integrated with a wide range of internal and external systems, following its own validation and QA process, including sandbox testing and post-go-live monitoring:

• Oracle ERP/CRM for product creation, pricing, stock sync, customer validation, and order data
• Pimcore PIM for product enrichment and catalog structure
• Insider for personalization and product recommendations, implemented via GTM with custom product blocks
• PayOne as one of the primary payment gateways
• Hyperpay, integrated as a custom Magento module due to internal security requirements
• Mintroute for voucher and gaming code delivery
• ESRI GIS for mapping the GEO coordinates to the service coverage
• Skynet as a shipping and logistics provider
• eFarateer for recharge and balance top-up
• SSO, enabling unified login across eCommerce, mobile app, and self-care portal.

SEO and analytics

Search engine visibility and analytics accuracy were among the top priorities. Our SEO and data teams worked in parallel with frontend development to plan, implement, and monitor everything from infrastructure setup to go-live QA and post-launch reporting. Umniah’s new eCommerce site was as optimized for search engines as it was for its users.

Technical SEO

• In-depth SEO infrastructure audit, including a gap analysis between the legacy and the new platform
• 301 redirect strategy to preserve SEO value and avoid 404s
• Robots.txt, XML sitemap, and meta robots directives review and update
• Configuring Mageworx SEO Suite for structured data, hreflangs, canonicals, and sitemap generation
• Technical SEO customizations
  • Canonical logic across PDPs, PLPs, and CMS pages
  • Structured data aligned with the Magento theme
  • SEO-friendly URL structure and sitemap adjustments
• Google Search Console setup verification for performance monitoring
• Go-live SEO support and post-launch monitoring, with final KPI review and recommendations.

Data & tracking

• Full user journey review to map out key tracking points
• Defining and documenting event-based tracking, including custom events and parameters
• Clean dataLayer push structure implementation with QA
• Insider tags setup and validation via Google Tag Manager
• Cross-platform QA between GTM, GA4, and Insider
• Additional event tracking and scripts based on business needs.

Results

The new Umniah Eshop launch met the agreed timeline and marked a significant step forward in Umniah’s digital transformation.

The redesign focused on simplifying navigation, improving performance, and introducing personalization features. New homepage structure made key offers and services more accessible, especially on mobile, while customized plan pages with clearer pricing and self-service tools improved decision-making. Performance improvements in the Internet Plans post-redesign:

• +86.0% cart-to-view rate
• +71.2% purchase-to-view rate
• +41.1% items purchased

SEO improvements

• +72.1% sessions (overall site traffic increase MoM)
• +13.8% total traffic across eshop.umniah.com and www.umniah.com
• +19.8% clicks to the main Umniah domain after go-live
• +9.37% average CTR MoM
• -3.4 in average ranking position MoM (ranking higher on average) 
• +300 new keywords, with 63 in the top 10 and 7 in the top 3

Umniah’s Eshop transformation has brought their digital presence in line with their role as a national telecom leader. With the right systems now in place, Umniah is well-positioned to lead not only in mobile and internet services, but also in digital commerce.

Ready to modernize your eCommerce experience? Scandiweb helps enterprise brands build future-ready eCommerce platforms. Get in touch today to start your transformation!

Share on: