Personas
Knowing who we're designing for
Customer centricity is one of the core strategy that many companies are looking to achieve today. The ability to execute against customers' needs however is especially challenging in large organisations where departments have different objectives.
My team and I used qualitative research and data analytics methods to create four customer personas - Sarah, Christina, Azman and Boon Seng. These personas, whom we used consistently in all our discussions across products, made sure that the jobs to be done for them were baked into the ideas we developed across the organisation.
My team and I used qualitative research and data analytics methods to create four customer personas - Sarah, Christina, Azman and Boon Seng. These personas, whom we used consistently in all our discussions across products, made sure that the jobs to be done for them were baked into the ideas we developed across the organisation.
Contextual interviews
Surveys and feedbacks
Data clustering
Here were the steps we took in creating these personas.
Contextual interviews
We spoke to customers to understand what they cared about in their lives at the moment, and the challenges they faced in their lives.
Surveys and feedbacks
Based on the insights and clusters, we ran surveys and looked into customer complaints to further contextualise and substantiate our personas.
Data clustering
Working with the data and analytics team, we used machine learning to cluster our customer base for common patterns.
Design vision
Experience true north
Equipped with a common view of our customers, their needs and user journeys. We worked with Product Managers across business units to align our business outcomes (OKRs) to these needs and created an experience vision that guided our product and service design efforts.
This vision empowered the many teams who were working on different aspects of the customer experience while keep true to a shared outcome.
This vision empowered the many teams who were working on different aspects of the customer experience while keep true to a shared outcome.
Design system
One consistent experience across interfaces
Design at scale requires a common set of principles and best practice.
We looked back at our brand and crystallised 4 main experience principles of Reliable, Open, Community and Gratifying. Each of these embodies important values that we share with our customers.
Reliable - our experiences will need to be stable, familiar, easily accessible and comfortable to use.
Open - our experiences will break down walls and give you an open and welcoming feel no matter who you are.
Community - our experiences will always be inclusive, harmonious, and an expression of the Asian cosmopolitan that is Singapore.
Gratifying - our experiences will always focus on the customers' live and provide solutions that solve their problems so that they can experience more pleasure in life.
Working closely with our UI development team, we created a single design system in Sketch and Storybook.js called Ember. A library of components that any designer, developer can pull into the journey they are designing.
We looked back at our brand and crystallised 4 main experience principles of Reliable, Open, Community and Gratifying. Each of these embodies important values that we share with our customers.
Reliable - our experiences will need to be stable, familiar, easily accessible and comfortable to use.
Open - our experiences will break down walls and give you an open and welcoming feel no matter who you are.
Community - our experiences will always be inclusive, harmonious, and an expression of the Asian cosmopolitan that is Singapore.
Gratifying - our experiences will always focus on the customers' live and provide solutions that solve their problems so that they can experience more pleasure in life.
Working closely with our UI development team, we created a single design system in Sketch and Storybook.js called Ember. A library of components that any designer, developer can pull into the journey they are designing.
A design system that shows up in light and dark mode.
Design OPs
Teamwork works
Good design starts and ends with strong teams. Celebrating individual strengths, challenging each other to grow and helping one another in time of need were some of the greatest moment I've had during my time at Singtel. None of what you see here will be possible without the great effort of every individual in the team. We spent a lot of effort and time coaching, supporting, clearing challenges and blockers and building competencies so that we can design and deliver delightful experiences for our customers and stakeholders.
Scaling design
Across different segments
Using a common set of design principles, methods and a system of insights, different product teams were able to share designs and learnings across different business segments and products. This enabled them to design new propositions while keeping consistency across quality and experience which led to operating efficiencies.
Product CONCEPTUALISATION
Redesign of the Singtel App
As part of a refactoring opportunity, we redesigned our flagship app to improve journey engagement and experience usability.
Product innovation
Steps for free data
With AIA, we launched the first ever steps for data experience to reward our subscribers for staying active, delivering more value beyond the utility of connectivity.
Journey optimisation
Shop and recontract online
Gone are the days of queuing up for new phones. With our new and improved shopping experience, customers can simply shop online for the latest phones. Now, 1 in 3 customer choose to purchase online with more choosing to shop online with each passing month.
Engagement
Adding fun into our experiences
We found that some users only used our app once a month to check their bill as they found no other reason to visit our app, even when they were bored.
We injected some fun into our experience to increase the appeal of our experience so that the utility of our app went beyond connectivity and introduced users to the wider ecosystem of Food, Travel and Entertainment services.
These experiences were made possible by our nimble operating model across digital teams which was recognised by the IDC DX Award in 2020 across the entire Asia Pacific region.
We injected some fun into our experience to increase the appeal of our experience so that the utility of our app went beyond connectivity and introduced users to the wider ecosystem of Food, Travel and Entertainment services.
These experiences were made possible by our nimble operating model across digital teams which was recognised by the IDC DX Award in 2020 across the entire Asia Pacific region.
Data driven design
Built on a system of insights
With each concept study or usability test, we enriched our understanding of our personas further. By tagging every design assumption we tested, we were able to collect user expectations, mindsets and motivations to inform the next iteration of design we made.
Any team member can access this dashboard and look up past studies done on a specific topic to inform their thinking and designs.
Any team member can access this dashboard and look up past studies done on a specific topic to inform their thinking and designs.
