StarHub Business Manager
Management app for enterprise customers, replatformed with enhanced IA and UI
A rewrite of the StarHub Business Manager app for enterprise customers. Enhancements were made to both IA and UI in support of a replatform to a different system.
MY ROLE
I developed the UI design for this project, liaising with product owners to understand the needs of the enterprise customers, and working closely with development vendors to support the replatform. While the objective was mainly to replatform the app, there were opportunities to introduce features that can better improve UX within the product.
It was also the first product to adopt StarHub's new design system, so many of its components and patterns were put into practice here for the first time. The challenge was to look at how to do minimal changes with maximum impact through interaction design
Research Interview
- Manage lines of other staff/employees (assign number, activate line)
- Check usage of different lines across entire company
- Visibility on bill information and usage is crucial
- Ability to easily access and activate add-ons, and purchase data travel
Improving the journey
Reassessing and improving the information architecture and user flows
Design goals
- Omit repetitive processes
- Providing flexibility and control for users with previously restricted access
- Easier ways to manage lines and perform tasks
- Improved usability, instinctive UI and optimisation of content
- Help users understand better next actions and communicate important messages to users
- Improved DataTravel and VAS purchase experience
- Tackled performance issues with interaction design/microanimations
Yesterday
Today
Highlights
MANAGING LINES
- Integrated send activation email into the same step as adding a user
- Assigning mobile numbers is also done more systematically with clearer action buttons
PURCHASING ADD ONS
- Clearer indication of subscribed VS available add ons
- Improved usability in adding and removing items
DATA TRAVEL
- Improved display of interface and optimisation of content
Developer handoff & documentation
- Conducted UAT with vendor to assess UI and interactions
- Documented transitions and prepped assets for animations (onboarding)
- Define states and interactions in overflow to simulate customer journey
- Provided json files for use of microanimations throughout the app
After launch
- Launched in July 2020, in the middle of the pandemic
- With travel restricted, demand for the exact services this rewrite improved collapsed: value-added-service transactions (DataTravel and add-ons) fell ~69% year-on-year in 2020, and ~87% from January to a flat baseline from April onward — the month travel restrictions took hold. Adoption stayed flat because the market for its key features had evaporated, not because of the experience.
- 🏆 Won 2nd place for Innovation in StarHub's Q3 2020 recognition awards
Key learnings
- To run usability tests in the earlier stages of the projects to rationalise interaction patterns and how they affect users needs
- Slow performance issues can be solved with the use of UI such as progressive loading with greeking/skeleton display, or introducing micro-animations that can help provide a more pleasant experience during pageload/wait times
Opportunity areas
- As this was a reskin/app rewrite project, there was more room for improvements and possibilities to enhance the experience. For this product there is a potential to bridge the other self-help channels to the online store experience for SME customers
- Customers could also be able to take next actions to manage lines that are eligible for recontract, and to integrate a live chat support for this app, as human touch is seen as a crucial feature for enterprise customers