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SmarTone Care  

App Landing Revamp

Revamp Objective

SmarTone Care App designed for SmarTone customers. The main functions are bill management, remote queuing. Also would provide different exclusive offer to different type of PLUS member to redeem. The main purpose of the landing revamp is to provide a better experience to our customers. We need to define what function is user most needs and provide more marketing or cross-sale element in the app landing page.

Define

First we need to study the existing landing page. Existing landing using for display whole offer banner, on top of the offers banner with three main suggest functions for user "Mobile Usage", "Offers" and "Membership". Also at the right top corner with a store location button.

Our question is what function we should suggest users use base on what they mostly look for, full-screen banner is required or not. We try to solve this out with research.

Research and Findings

GA Report - Left Menu

Top Function

Base on the data research, in the top ten functions half of the functions are relative to user mobile plans services.
Usage
"Usage", "Member", "Bill", "My Mobile Plan" and "Message"
Value
"Offer", "Shop", "Livechat", "Service Plan
Support
"Store"

GA Report - Right Nav Bar Function

Right Nav bar function

Before 25th May the store icon display on "Three icons menu with 2.16% Member in "card" icon display on top right nav bar with 8.59%

After 26th May the store icon display on top right nav bar with 0.96%Member in "SmarTone Plus" icon display on "Three icons menu with 8.50%

Finding

By the usage of function "Member" with stable usage not much different
Suggestion - Affect "Memeber" performance one of the factor is the icon presentation, before 25/05 using a card icon to represent 'member' is bit better than user "ST Plus" so we suggest adjusting the member to the "card icon.

GA Report - Function Usage

Shop Function

Research by data "Shop" function usage with 9.33%
If use this to direct user to Web view online store would not be a good experience so base on Left Menu GA Report, we suggest to break down "Shop" in to a section

Service Plan Function

By the usage of function "Member" with stable usage not much Because of the event detach from April to August. Found out other date range for compare. Result show "Service Plans" with around 13.11% usage.

Finding

Base on the data result, Shop & Service Plan with at least 10% user usage these two functions. So we suggest presenting these value functions in a larger section in the new home landing.

Survey and Interview

19 Respondents. from Different Telecom Smartone, 1010, CSL, 3, CMHK, Birde etc.

What function they will use on the telecom application?

Unlimited Data Plan
11 Respondents

  • Redeem membership offer -10 (90.9%)
  • Check offers - 8 (72.7%)
  • Check Bill - 8 (72.7%)
  • Active/ Check Roaming Plan - 4 (36.3%)
  • Go to Online Shop - 2 (18.1%)

Key User Feedback

  • They download the apps to checking their loyalty points and redeem the prize
  • They don't download the telecom app because they no need to worry about overused the data.
  • They don't download the telecom app because telecom also will send SMS and bill QR code for them to pay the bill
  • They check the bill because they found out the bank statement cost different from their plan price
  • They feel lost while they click content's links which redirect to the other web view

Limited Data Plan User
8 Respondents

  • Check Data Usage -8 (100%)
  • Check Bill - 7 (87.5%)
  • Redeem membership offer -5 (62.5%)
  • Check My Mobile Plan -3 (37.5%)
  • Check offers - 3 (37.5%)

Key User Feedback

  • They download the apps mainly to checking their
    data usage
  • They download the apps because telecom sales
    asked them to download it for a discount offer
  • They download the apps because it is convenient and
    time-saving compared with call the CS hotline and walk-in
  • They don't download the apps because there are too many promotions which they are not attractive and useless. They no need an app for promotion and it is waste their phone memory usage

General Personas

Personas

Base on interview result we set up three different type personas.

Unlimited Data Plan User

Behavior

  • Auto Pay the service bill
  • Check the point of the remaining
  • Membership
  • Redeem the memberships offer
  • Check Bill
  • Active Roaming Plan
  • Online Shop the company's products

Limited Data Plan User

Behavior

  • Pay the service bill manually
  • Check the Data Usage
  • Check Bill
  • Redeem the memberships offer
  • Check the end date of the data plan
  • Check the point of the remaining membership

Out Base Customers

Behavior ?

Insight and Idea

Break down three main section

Account
Feature

Revenue
Drivers

Others

Care Section Menu

We suggest adjust the main menu with Mobile Plans relative function to the user "Usage", "Bill", "Sm atone Plus Member", "Live Chat", "Memberships Tiers"

Expending a New Section for Revenue Value Item on Landing Page

We suggest categories those of revenue items by Business Unit and add a section for them. Aim to let users easier to find and drive more engaging to these items.

Balance the Business Purpose and User Needs

We suggest distributing most user engaging items to the front and put the potential revenue items to the landing page lower part. Aim to reduce users the antipathy
between our app experience and promotions, also keep the merchant items diverse.

Final UI