Enhance mobile discovery experience
My StarHub App is an app that allows StarHub’s consumer to manage their subscribed services all at one glance. Over the years, the consumer’s log in are primarily for viewing their mobile usage, paying bills and manage add-on(s). StarHub business stakeholders would like to explore possible opportunities via the self-help apps.
Problems to solve
"We need a more prominent space for consumers to self-explore on our deals."
–Business stakeholders
"How can we have more exposure on engagement to drive growth?"
– Loyalty programme manager
"We need to improve the app speed performance by avoiding calling unnecessary
API during the launch of the app."
–Developers & UX designers
Relook analytic data to prioritise information architecture
The TOP 5 activities in the current My StarHub App are
1. Login related
2. Mobile related – such as view usage, managing mobile add-on(s) & roaming
3. Bill
4. Menu – access to mobile contract & manage the plan
5. Broadband related
From the analysis, these access points need to remain a high priority as they have consistent page views over months.
How we measure the design success metrics?
During the launch of revamp Home page in Aug 2021. We measure the design success in 2 ways.
Engagement click through rate
There is an increase of 3% click through rate on the engagement which powered by Braze on end of Aug 2021 compare with previous month, 14.5%.
App launch time
Shorter apps launch time by 2 sec compare to previous.
What we can improve better?
During the development stage, we realised that the tech support for personalisation section was not ready to go market due to technical issue. Hence, this become a backlog item to be enhance in future.