Client
MyID
Role
UX Designer
TImeline
16 weeks
tools
Figma
Opportunity
The project involved redesigning a telco super app that offers main telco self care features as well as other mini programs within the main app.
The existing app suffered from bloated navigation, crowded UI, and lack of focus. These issues were causing long loading times and high crash rates and preventing users from having the confidence to explore the app.
The opportunity was to improve friction in the user journey, provide users with an engaging and useful interface, and encourage users explore more of the app.
Actions
I firstly gathered data regarding the app's performance and user engagement to find the most urgent pain points, conducted interviews and workshops to understand the stakeholders' points of view, and analyzed competitors to understand industry standards. From the insights I gained, I created user personas and a roadmap to inform the design process.
To address the inefficient navigation, I developed a new information architecture that organized content and features into 5 pages instead of 7, enabling all tabs to fit in the navigation bar. To tackle the crowded screen, I prioritized refining the home page UI, focusing on clarity, usability, and visual appeal. To encourage exploration and engagement, I incorporated an engaging carousel for announcements and feature promotions in the home page.
The designs received multiple rounds of user testing and stakeholder critiques, undertaking necessary adjustments according to feedback along the way.
Impact
Decreasing the number of pages from 7 to 5 allowed all pages to be accessible and visible by default and gave all pages equal significance and equal chances of discoverability. Data showed that engagement increased for features that were nested in the two pages previously hidden by default.
There were also improvements in start up and loading times. Furthermore, more users were discovering announcements and offers like limited time events within mini programs from the new home page announcement carousel feature. Data also showed that engagement increased for all mini programs.
Thanks to the refined homepage UI, more users were engaging with features that were previously hidden lower in the home page.