Embarking on a Digital Transformation
STARHUB
Starhub is in the midst of a digital transformation, aiming to enhance the customer experience through new technologies. The key challenge lies in integrating the legacy technology stack with the new one to ensure a smooth transition.
As a project designer, I am responsible for creating a seamless mobile experience for both legacy and new users.
Note: I left the company after completion of phase 1 Ui/UX progression
Problem to solve
At the project’s outset, solution engineers proposed a dual-system approach, allowing users to select the appropriate system for their journey within the apps.
"Does customer need to know their exact mobile plan to check their usage?"
— Stakeholder A
"80% is legacy customer during the launch of revamped app.
How we can ensure they will not feel abandoned and adapt to new apps? "
— Stakeholder B
Verifying ideas via research
User data guides the design, ensuring essential features remain visible and accessible. Due to tech limitations, two design approaches were tested using unbiased A/B testing to optimize the user experience.
The research shows that the SUSS score, 51 (2 doors) vs 61 (1 entry), shows that both approaches weren’t ideal. However, 1 door has a better response than another.
"User has telco’s mindset, which is everything back to looking for “Mobile” entry."
The project also included a design system overhaul to give the apps a new look and feel. This helped to improve consistency, usability, and maintainability.
