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MyDigi 2.0
Rethinking app experience of Malaysia's biggest telco.
Intro
Redesigning the digital experience of Digi’s 12M+ subscribers existing app. I worked as a vendor under Aleph Labs.
Timeline
June - October 2019
Team
2 other designers, a data scientist, developers, product owners.
My Role
UIUX Designer
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conduct user interviews.
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participate in brainstroming sessions and structuring of design sprint with team and clients.
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come up with Information Architecture (IA) and user flow for user journeys.
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concept sketching, wireframing and prototyping.
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conduct meeting with clients for sprint reviews and suggest solutions.
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in charge of Reward section.
01
Understand
Design Sprint Workshop
A 3 days Design Sprint Workshop was facilitated by lead designer, Leo and the data scientist to collect data from clients on app, vision and mission, user persona, landscape analysis, ethnographic studies and potential opportunities.
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Define user personas
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Writing possible solutions to opportunities we identified and grouping them into epics.
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Mapping user stories
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Comparing the suitability of mood boards with the brand.
Our Users
Johan, 27
![AdobeStock_464734437-[Converted] 2.png](https://static.wixstatic.com/media/025a3c_9bd7cba821444559adf8fb074f0e6560~mv2.png/v1/fill/w_1280,h_580,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/025a3c_9bd7cba821444559adf8fb074f0e6560~mv2.png)
Joe, 50
Concept Testing
We conducted concept testing with a number of users from various walks of life and I helped facilitate these interviews with users by asking questions, observing user interaction with each concept and asking some survey questions as part of the exercise of finding out which concept is preferred. This was my first experience in my UIUX role and I was eager to find out which concept would win the test!!
Concept A
Concept B
02
Create
Features
With the detailed research of data collected, user interviews and analysis that we have made, we came up with user flows that are put together as the core features we have determined and completed by the end of this process..
1. Onboarding
2. Landing, Menu & Settings
3. My Plan
4. Pay Bill & Reload
5. Digital Subscriptions
6. Rewards
7. My Vouchers
The Reward System
Let's skip to the good part, The Reward System! I was tasked to take care of the reward system by myself when our lead designer was away for a few weeks on outstation work and it turns out to be the highlight of my work for the app.
I came up with a few concept for the reward landing page, iconography options and conducted meetings with clients for sprint reviews and propose spontaneous solutions while prompting ideas during daily and weekly discussions with the team.
Iconographies
Cards
Near Me
I participated in a few meetings between the Digi team and ours to discuss best solutions for the app and one of the main issues that were discussed that kept the room heated for a while was that how do we navigate users to the "rewards" homepage. A few suggestions were made from Digi's side to turn the main homepage into a navigation panel instead of information such as your bills that is the current design so that it can be future proof if we want to add more lifestyle subs like "digital store" and "subscriptions".
first sketch wireframe of "rewards" homepage
"That would be a hassle though" says one of the members but if it was for the best for our users, we have to do it. So I suggested a few options from what I had thought as I was coming up with the "rewards" homepage and triggered a whole new discussion that ended up in vote and to my relief, we are keeping the main homepage as it is, informational while navigation panel shall include "reward" page. We had to revisit our researches a few times to have finally come to this. +1 for me! :)
debate between product owner & manager.
Later we discussed what may help increase user interaction with our app and reward system? We changed the landing screen into a directive home with categories and main highlights to attract users and encourage interaction which included :
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Personalisation
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Tailored Search
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Improved UX
agreed reward screens wireframes.
Result
Before
After
03
Test
Final Design
Usability Testing was conducted on the final designs and we did minor improvements on the designs to verify future improvements and opportunities before handing it to our developers.
Usability Testing was conducted on the final designs and we did minor improvements on the designs to verify future improvements and opportunities before handing it to our developers for next steps and quality control.
Extra Learning
Working with Leo, senior product designer in Aleph at the time especially in this project that I got to work closely with her, in my transition into a more human-centred designer has greatly improved my understanding of the processes and skills of the UI/UX world.
She has shown great leadership, understanding each team members strengths which created successful impacts in projects we’ve worked on together, mainly MyDigi app. During this project, I also had the chance to admire her exceptional soft skills. To name a few she has a credible intuition and is always strategic in her approach.
She gives courage and energy to her team and her passion for creating a thoughtful user experience is inspirational. Leo is a reliable asset in each project she is in, I would be more than excited to get an opportunity to work with her again!
"Sofia and I worked together on a few occasions but mainly on the public app of Malaysia's biggest telco company, myDigi.
Even though at that time some concepts and processes were new to her, she just jumped on the train and learned rapidly. She became independent so quickly that when I had to be absent for a few weeks I was totally confident in her abilities to manage the project on her own, which she did beautifully. She has the ability to embrace ambiguity in projects which helps her find better solutions to any problem.
She understands the positive impact she can make on user experience and she owns it, coming up with great solutions that later on she discusses confidently with the whole team. Her contributions to this project helped the design team deliver on time and helped the client reach sales goals, good usability standards and generally improve the user experience of the product.
Soft skills are crucial in the role of a UI/UX designer and she shows them in abundance. She has good communication skills, empathy, and can definitely work in teams. She takes extra care in handing over her work to the developers.
All her these capacities make Sofia someone you definitely want to work with."
Leo Cogneau, Product Design Consultant
Continue to design better experiences
Thank you for staying throughout my case study on my first UIUX project for Malaysia's biggest telecommunication app! Hope you enjoyed hearing my thought process and checking out our designs! :)
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