Telkomsel's (Indonesia's largest telecom service provider) companion app MyTelkomsel allows users to manage their mobile plans anytime, anywhere.
As one of 4 designers, I designed the dashboard structure, interaction and covered every use case, crafted the mobile management and other utilitarian features, championed the initiative of the design system.
Mid January 2024 - Early February 2024. Launched in early March 2024
This was a project for Telkomsel, one of our clients at Aleph-Labs Indonesia.
☝🏼 Users can only view one service at a time.
↪️ No guidance to further actions.
While users can access data about their current mobile service conditions, they frequently struggle to determine appropriate next steps, often asking, "What should I do now?" The key challenge was to provide personalized guidance that aligns with each user’s unique service lifecycle and status, ensuring they take correct actions in a timely manner.
🤯 Complex and difficult to digest.
Multiple entry points and an overload of irrelevant information create confusion, making it challenging for users to navigate the interface efficiently. As a result, users struggle to clearly identify and prioritize the most important actions. This complexity ultimately reduces user satisfaction and negatively impacts overall task completion rates.
🎨 Inconsistent branding.
The current version of the app lacked the distinct essence of Telkomsel's brand identity. With the company now positioning the app as the centerpiece of their digital presence, it was essential strengthen the brand's DNA within every design element.
Enabling multi-service views.
Entertainment just one scroll away.
Enhancing guidance and urgency.
Previous contents of the recommendations section primarily showcased most popular plans across the user base. However, this one-size-fits-all approach proved to be incohesive, as the suggested packages often lacked relevance. The recommendation section was reimagined into a more contextual, user-centric experience—providing real-time insights into current subscription statuses alongside personalized, actionable suggestions tailored to their individual needs. This shift improved relevance and empowered users to make quicker, more informed decisions.
Championing the craft of use cases.
Leading the creation of various permutations and complex user scenarios, I ensured comprehensive coverage across a multitude of different use cases. With a strong focus on usability and taking meticulous care of crafting each interaction to be intuitive and seamless, we minimized user confusion and frustration at every touchpoint.
Hierarchical structure of recommendations.
Designing a completely new structure for product recommendations and user actions, anchored around the lifecycle of service subscriptions. This approach laid out a foundation that ensured each recommendation was timely, relevant, and aligned with the user's current service status. By mapping product suggestions to different stages—such as nearing expiry, renewal opportunities, and new add-ons—we created a more proactive and personalized experience that not only helped decision-making but also improved conversion rates.
💹 Increased transaction volume and monthly revenue.
👾 83% increase in visits to entertainment services.
📱 Increased monthly active users by 31%.
The MyTelkomsel design system.
I championed the development of comprehensive style guides and reusable design components, laying the foundation for a cohesive visual language throughout the digital product. Over the next few weeks, these foundational elements were then expanded and refined into a full-fledged design system that ensured consistency, scalability, and efficiency across all cross-functional teams to build faster while maintaining a unified brand experience, ultimately enhancing both design quality and collaboration.