A case study on StarHub customer app

Redefining Customer Experience During StarHub’s Digital Shift

The StarHub Consumer App was built primarily for usage tracking and basic self-help services. While effective for its time, this structure limited StarHub’s ability to evolve toward the emerging Super App direction. Legacy technology further restricted how quickly new experiences could be introduced.

The company initiated a multi-year transformation, with Phase 1 focused on launching an MVP that creates space for future growth. The challenge: introducing a new navigation architecture without disrupting long-standing user behaviours.

My role was to design a transitional experience that respects current habits, works within technical constraints, and sets the foundation for a more expansive, future-ready app.

Previous StarHub customer app

The challenges

How do we modernize without losing familiarity?

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.