Context

Singtel provides digital communication services across Asia, serving millions of consumers and businesses.

UX initiatives focused on improving digital product experiences for customers using Singtel’s digital platforms.

Problem

Customer feedback indicated:

• complex digital journeys
• fragmented user experiences across platforms
• difficulty navigating services and account management features

My Role

UX Designer / Front-End Developer responsible for:

• conducting user research
• analysing customer journeys
• developing interaction flows for improved digital experiences

Research & Insights

Research revealed several key issues:

• customers struggled to locate key services
• service flows required too many steps
• users needed clearer guidance within digital journeys

Key Decisions

UX improvements focused on:

• simplifying navigation structures
• reducing steps within key service flows
• improving information hierarchy across digital platforms

Design Outcomes

Deliverables included:

• improved service flows
• redesigned interaction patterns
• refined user interface components

Impact

The redesigned experiences supported:

• clearer digital journeys
• improved service accessibility
• enhanced usability for customers managing their accounts online

Studio: Black Mongrels