My Singtel App

Singtel's one-stop app for account management


The My Singtel App is a one-stop location allowing Singtel customers to view and pay their bills, manage their mobile services, check data usage, view rewards and even subscribe to overseas data roaming, all on the go!


My team was tasked to re imagine, re architect and redesign the app from the ground up, looking at all aspects of the application and matching it against the needs of the customer base to provide an enhanced integrated experience. After conducting workshops with numerous business owners to identify requirements, we undertook extensive research of similar apps in related and unrelated fields to identify the best-of-breed features and trends. Extensive market research was used to create personas to represent the target audience and validate alignment between the business requirements and the customer’s needs.

Wireframes and flow diagrams were created to flesh out the structure of the app focusing on navigation, content structure / information hierarchy and purchasing flows. Once a number of plausible flows were settled upon a splash of colour was added and prototypes were created for guerrilla testing sessions to validate the assumptions made. This allowed the team to proceed with confidence and iterate from there based on feedback to refine the concept.

The visual style was developed based on Singtel’s recent company wide brand refresh. This refresh  focused primarily on print, EDM communication and Singtel Shops so there was a gap in the brands interpretation across digital media and, as part of the My Singtel App rebranding project, I worked develop a digital language and template for Singtel branded app development across the Singtel Group. The design direction focused on the clean, simple and focused communication of content to end user while maintaining a distinctly Singtel stylistic feel and the end result was a clean, open design that used the brands colours, fonts and underlying brand elements to give a positive, professional air to the content.

With the structure of the app and visual language of the app defined I worked closely with numerous business and development teams to move the concept into production. This included the creation of over 200 screens and states, transitions, animations and working closely with marketing teams to define the tone-of-voice for the content.

  • Client Singtel
  • My Role Senior Visual Designer, UX Designer, Prototyper & Team Leader

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