Super app concept
The client
One of the leading and most diversified telecommunications groups in the APAC region. Sensitive business information has been redacted
Alongside its core telecommunications business, it has significant ownership in various other enterprises, including a digital bank, some utility companies, and several other diversified businesses.
Project overview
Our goal was to present a vision of how the client's highly diversified group could benefit from a single, all-encompassing super app.
Amdocs, as a leading software provider for telcos worldwide, aimed to sell both the backend technology and the frontend mobile application to support this initiative.
My role: Lead UX designer
In my role as a UX researcher and designer, I led the creation of the concept and presentation. This involved conducting market research, defining flows, designing the user experience, and crafting the story and content for the presentation. I also had the privilege of presenting the outcome to the client's leadership.
I worked shoulder to shoulder with a highly skilled team of three UX/UI designers who were responsible for the visual design, prototyping, and the design of the animated deck. Despite working under a tight schedule, we maintained a highly collaborative approach to meet the high expectations set by Amdocs' leadership.
Goals and KPIs
To win over this business and seal the deal, we had to showcase how our solution would improve key business KPIs and create a real, needle-moving impact on revenue.
We selected the following KPIs based on Amdocs' vast Telco business experience.
Increase revenue
Reduce costs
Enhance customer satisfaction
Research
Our first step was to map the extensive range of businesses within the group, which includes telecommunications, banking, healthcare, utilities, and more.
Next, we conducted research on competitors and similar super apps in the market.
Sensitive business information has been redacted
Design thinking workshop
With all the findings from the previous step brought to the table, I facilitated a design thinking workshop to identify the best use cases and user flows to include in the concept.
After brainstorming, we came up with a prioritized list of flows and features.
Sensitive business information has been redacted
Insights
With all the findings from the previous step brought to the table, I facilitated a design thinking workshop to identify the best use cases and user flows to include in the concept.
After brainstorming, we came up with a prioritized list of flows and features.
Sensitive business information has been redacted
1
Our solution should leverage user data to personalize the experience and offer highly converting in-context offers and cross-sales.
2
Similarly to industry-leading super apps, we must provide a consistent experience across very different flows.
3
Conversational UX could help create intimate and personal engagement with our users.
4
Gamification is often used in large-scale super-apps to promote spending, loyalty, and engagement.
Drafting and iterating
With all the necessary information in hand, we began drafting the concept and presentation for the client. I led this effort by creating rough mockups on a storyboard, discussing them with major stakeholders, and then iterating with the core team.
As our solution matured, we transitioned to working on the actual design and presentation deck.
Sensitive business information has been redacted
Wireframe and visual design
After completing the high-level concepts, we designed a quick flow to be presented as an interactive prototype to the client's senior leadership. As the UX lead for the project, I defined the flow, components, widgets, and interactivity. I worked closely with an amazing team of three UX/UI professionals who transformed the wireframes into beautiful visual designs.
Sensitive business information has been redacted
KPIs turned into features
Personalized bundle plan
Increase revenue
Reduce costs
In this example, we demonstrate how the super app enables the group to sell offers from multiple partners within the same plan.
Converging multiple business lines into a single offer for the customer, available directly through the app, allows us to upsell and cross-sell, thereby increasing total plan purchases. Furthermore, a purchase made through a single stream is more cost-efficient than handling the same number of deals across multiple streams.
Conversational flow and personalized discount
Enhance customer satisfaction
In this example, after a user purchases a mobile plan for a holiday abroad, we automatically generate a discount for their home cable TV and electricity while they’re away.
This demonstrates how our one-stop-shop solution provides not only a better, simpler customer experience but also an opportunity to surprise and delight our users.
