My Role
Product Designer — Wireframe, Visual Design, Interaction Design
Team
Treesa Franco, Developer
Emily Goh, Product Designer
Timeline & Status
Jul — Aug 2023 (5 weeks)Launched in Dec 2023
Overview
My M1+ was a companion mobile app originally built to help customers to self-management their plans, make payment, and showcase promotions. It was seen as a non-revenue-generating tool by the company, as customers mainly engage with it as a utility service.
I led the design effort to create a pilot campaign to support the company's repositioning the app from a utility-based product to a more engagement-driven platform. Which aims increase user interaction and customer renewal.
The campaign was met with positive receptions with consumers, alongside with 7% increase in daily app usage and 11% increase in contract renewal.
1 Month Deadline
We have to launch the campaign by December, while leaving enough time for testing and development.
Backend Restriction
The feature should be easily dismantle and have no impact to the core app functions.
Limited Technical Resource
Only 1 developer was allocated to this project.
PROJECT GUIDELINES
The Backbone of the Project
Given the novelty of such a project being built in-house for the first time and the resource constraints, I established 3 North Star principles to help align the team to strive for the most optimal outcome.
Lightweight Interactions
The design should be self-contained to reduce backend dependencies.
Accessible Gameplay
The campaign should be accessible for users of different skill levels, as it is the first time the app will feature such a campaign.
Active Collaboration
Maintain close communication with product and development should be established, to enable issues to be brought up early and resolved quickly.
VISUAL DESIGN DIRECTION
Combining the Old & the New
Since its inception, M1 has solidified itself to consumers as an industry leader with iconic warm orange colour scheme. It was essential for this campaign to remain within the company's brand guidelines.
Though, there was room for some visual exploration to leverage this novelty of this feature.
FINAL DESIGN
An Effortless Click Through Experience
The linear interaction prioritised ease of use and technical feasibility, ensuring users could engage with minimal taps. For the most part, a user will take no longer than 30 seconds to complete from start to end.
RESULT
Daily App Usage Increased by 7% during the Campaign Period
The pilot campaign launched in December 2023 and was well-received by users for its intuitive design and interactive nature. It increased customer satisfaction, boosted contract renewals, and attracted new users. The campaign’s success led to its adoption as a template for future seasonal events and major product launches.
40%
Campaign open rate
7%
Increase in daily app usage
11%
Increase in contract renewal
276
New customer acquisitions
LOOKING AHEAD
Refining and Expanding the Campaign
Campaign Optimisation
With real-world data collected from the campaign, we can make actionable, informed decisions to design a more seamless experience for our customers. This ensures continuous improvement in usability and overall customer satisfaction.Exploring Gameplay Mechanics
With a proven journey template that adheres to set limitations, future efforts can explore diverse gameplay mechanics and visual styles tailored to different projects. This approach keeps future campaigns fresh and engaging, encouraging continued customer participation.Beyond Recontract Conversions
The campaign successfully boosted daily app usage and plan renewals. Moving forward, we can leverage this design to encourage customers to explore and commit to other services, driving increased revenue and brand loyalty.
