Project overview
Introduction
In 2018, the My StarHub app, originally a self-help tool for mobile services, had become cluttered and slow, leading to customer complaints, a low Net Promoter Score (NPS), and poor app ratings.
As StarHub sought to expand its offerings with new verticals like Cloud Gaming (GameHub+) and Health Care (LifeHub+), we seized the opportunity to address existing user pain points and transform the app into a "super app", integrating mobile, broadband, and TV services while future-proofing it for new business lines.
My role
As the key UX designer, I took the redesign process by:
Researching: existing app review and analyse user feedback to pinpoint issues.
Designing: Created wireframes, prototypes and final design together with support from teammates to simplify the interface and integrate new services.
Collaborating: with product teams to align on goals and with developers to ensure the implementation.
Testing: Conducted usability tests to refine the design.
Impacts
Over 3 years after launch (2021), we significantly lift the app rating store and increase the Monthly Active Users (MAU) by 500K users.
MONTHLY ACTIVE USERS (MAU)
IMPROVED APP STORE RATING
RESEARCH
Our research combined an in-depth review of user feedback and the app’s current content inventory to guide the redesign.
1.1 Appstore user feedback review
Synthesized from app store feedback, the My StarHub app suffered from a low rating, reflecting widespread user dissatisfaction. Key complaints included:
Delays in loading usage and billing details, echoing Homepage slowdowns, with users reporting the app often failing to load beyond the login page.
Users struggled to access core tasks like bill payments and usage checks due to buried features, requiring multiple clicks for simple actions.
Home screen promotions, redundant links frustrated users, with frequent pop-up ads and excessive marketing content hindering usability.
1.2 Existing app inventory review
Looking at the current app’s structure revealed the followings:
Homepage: Overloaded with cards (e.g., Notifications, Bills Overview, Promotions, Mobile Usage), significantly slowing down app loading especially for customer with multiple services which is aligned with app store complaints about performance.
Homepage Limitations: Not future-proof for StarHub’s expanding lines of business (LOB), lacking flexibility to accommodate new services like GameHub+ or LifeHub+.
My Account: Feature-packed with options like Subscribed Services and Manage VASes, but these are buried in submenus and primarily focused on managing mobile services and bills, limiting accessibility and scope.
More Page: Contains uncategorized tools (e.g., Roam Manager, Shop Locator) and duplicates features found in the Quick Links section across the app, creating redundancy that could be optimized and better organised.
DESIGN
2.1 Design principal
From what we learned in Research phase, we aligned with stakeholders on design directions we want to take:
Optimize Performance
Improve loading times for customers with multi-services views.
Declutter
Regrouping & prioritize essential features and optimise where, when & how we show promo, ads.
Future-proof
for new business expanding in the future.
2.2 Design directions
2.3 Migrate & improve existing features
Besides, all existing features (e.g., "Manage VASes," "Download Recent Bills," "Roam Manager"…etc) will also migrated and aligned with the EverGreen Design System, a unified UI framework ensuring consistency and maintainability.
The design modernized the UI with a clean, responsive layout, ensuring scalability and a user-friendly experience.
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3.1 Usability testing session & insights
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The revamp successfully making the first step to reposition My StarHub as a super app, leveraging its existing extensive feature set while enhancing usability.
Simplified UX: Reduced clutter and improved access to features like mobile usage, bills.
Performance Gains: Faster load times delighted users.
Scalability: New verticals integrated seamlessly, addressing Homepage limitations.
This project established a solid foundation for My StarHub’s evolution into a versatile, customer-centric platform.
Based on this foundation, we started to work on the future of My StarHub App in 2023 - 2024, when we push the app experience in to the next level with multiple transaction that customer had to go down to physical shops now they can all do everything in one app.
Detailed case study will be released soon. Sneak peak on the design as follows.
