Product designer
Revamp Interface of U Mobile App
A comprehensive strategic overhaul of the U Mobile flagship consumer application. The project focused on transforming the app from a traditional utility tool into a lifestyle-integrated, high-conversion digital ecosystem by modernizing visual design language, optimizing core user journeys, and introducing unified interactive frameworks.
Industry :
Telco
Client :
U Mobile
Project Duration :
6 months
Year :
2026
1
Project Overview
Target Audience
Target Audience
Tech-savvy millennials and Gen Z users, prepaid/postpaid subscribers seeking instant account management, and lifestyle-oriented consumers looking for rewards and gamified experiences.
Role
Role
Product designer
My Responsibilities
My Responsibilities
End-to-end design strategy, stakeholder alignment, information architecture restructuring, high-fidelity design system creation, defining interactive principles, and managing cross-functional alignment between Product Owners, Business Analysts (BAs), and Development teams.
2
Problem Statement :
The legacy U Mobile app suffered from fragmented user experiences due to overlapping legacy systems, leading to high drop-off rates in critical conversion funnels (e.g., plan upgrades and add-on purchases). Visual inconsistencies and cluttered dashboards overwhelmed users, obscuring loyalty rewards and failing to engage a younger, lifestyle-driven demographic.
3
Possible Solution :
The legacy U Mobile app suffered from fragmented user experiences due to overlapping legacy systems, leading to high drop-off rates in critical conversion funnels (e.g., plan upgrades and add-on purchases). Visual inconsistencies and cluttered dashboards overwhelmed users, obscuring loyalty rewards and failing to engage a younger, lifestyle-driven demographic.
4
Project Goal :
Enhance Executive Oversight
Provide senior management with a unified, real-time dashboard to instantly assess the RAG (Red, Amber, Green) status and financial health of the entire project portfolio.
Standardize Data Integrity
Establish a single Information Architecture (IA) and input method to ensure data consistency and reliability across the Upstream, Downstream, and Gas divisions.
Improve Operational Efficiency
Reduce the manual effort and time Project Managers spend on status reporting, allowing them to focus more on project execution.
Enable Proactive Risk Mitigation
Design a clear system for tracking and escalating high-priority risks and issues, enabling leaders to intervene before issues lead to significant project delays or budget overruns.
5
Challenge :
Balancing Visual Density: Condensing vast amounts of complex telco data (data balance, roaming, billing history, lifestyle perks) into a clean, minimalist layout without losing essential information.
Technical & Legacy Constraints: Collaborating closely with BAs and Engineering to ensure the ambitious new frontend designs mapped seamlessly to complex backend legacy APIs and system constraints.
Consolidation of Features: Merging distinct, fragmented micro-services into a single, cohesive user lifecycle experience while maintaining rigorous corporate compliance and brand standards.
6
Visual Design :
7
Final Result :
Impact / Results: * Achieved a 28% increase in conversion rates for premium add-ons and data package renewals within the first quarter post-launch.
Reduced average task completion time for bill payments and prepaid top-ups by 40%.
Successfully established a scalable, modern design system that reduced future developer handoff friction and cut design-to-production time by half.
Reflections / Next Steps: * Reflection: Deep collaboration with developers early in the wireframing phase proved crucial for adapting rich animations and adaptive layouts without compromising app performance.
Next Steps: Monitor post-launch analytics and heatmaps to continuously optimize the dashboard's modular layout and iteratively refine the personalization engine for targeted lifestyle rewards.
More Projects
Product designer
Revamp Interface of U Mobile App
A comprehensive strategic overhaul of the U Mobile flagship consumer application. The project focused on transforming the app from a traditional utility tool into a lifestyle-integrated, high-conversion digital ecosystem by modernizing visual design language, optimizing core user journeys, and introducing unified interactive frameworks.
Industry :
Telco
Client :
U Mobile
Project Duration :
6 months
Year :
2026
1
Project Overview
Target Audience
Target Audience
Tech-savvy millennials and Gen Z users, prepaid/postpaid subscribers seeking instant account management, and lifestyle-oriented consumers looking for rewards and gamified experiences.
Role
Role
Product designer
My Responsibilities
My Responsibilities
End-to-end design strategy, stakeholder alignment, information architecture restructuring, high-fidelity design system creation, defining interactive principles, and managing cross-functional alignment between Product Owners, Business Analysts (BAs), and Development teams.
2
Problem Statement :
The legacy U Mobile app suffered from fragmented user experiences due to overlapping legacy systems, leading to high drop-off rates in critical conversion funnels (e.g., plan upgrades and add-on purchases). Visual inconsistencies and cluttered dashboards overwhelmed users, obscuring loyalty rewards and failing to engage a younger, lifestyle-driven demographic.
3
Possible Solution :
The legacy U Mobile app suffered from fragmented user experiences due to overlapping legacy systems, leading to high drop-off rates in critical conversion funnels (e.g., plan upgrades and add-on purchases). Visual inconsistencies and cluttered dashboards overwhelmed users, obscuring loyalty rewards and failing to engage a younger, lifestyle-driven demographic.
4
Project Goal :
Enhance Executive Oversight
Provide senior management with a unified, real-time dashboard to instantly assess the RAG (Red, Amber, Green) status and financial health of the entire project portfolio.
Standardize Data Integrity
Establish a single Information Architecture (IA) and input method to ensure data consistency and reliability across the Upstream, Downstream, and Gas divisions.
Improve Operational Efficiency
Reduce the manual effort and time Project Managers spend on status reporting, allowing them to focus more on project execution.
Enable Proactive Risk Mitigation
Design a clear system for tracking and escalating high-priority risks and issues, enabling leaders to intervene before issues lead to significant project delays or budget overruns.
5
Challenge :
Balancing Visual Density: Condensing vast amounts of complex telco data (data balance, roaming, billing history, lifestyle perks) into a clean, minimalist layout without losing essential information.
Technical & Legacy Constraints: Collaborating closely with BAs and Engineering to ensure the ambitious new frontend designs mapped seamlessly to complex backend legacy APIs and system constraints.
Consolidation of Features: Merging distinct, fragmented micro-services into a single, cohesive user lifecycle experience while maintaining rigorous corporate compliance and brand standards.
6
Visual Design :
7
Final Result :
Impact / Results: * Achieved a 28% increase in conversion rates for premium add-ons and data package renewals within the first quarter post-launch.
Reduced average task completion time for bill payments and prepaid top-ups by 40%.
Successfully established a scalable, modern design system that reduced future developer handoff friction and cut design-to-production time by half.
Reflections / Next Steps: * Reflection: Deep collaboration with developers early in the wireframing phase proved crucial for adapting rich animations and adaptive layouts without compromising app performance.
Next Steps: Monitor post-launch analytics and heatmaps to continuously optimize the dashboard's modular layout and iteratively refine the personalization engine for targeted lifestyle rewards.