Revamp Maxis App

Overview
I redesigned the Maxis app's core experience to make room for personalised campaigns, converged services and better browsing of deals and internet passes. Users in testing found it simpler and easier to navigate, but backend limits meant only part of the vision shipped.

The problem

The old app (MMA) couldn't support where the business was heading, or the new products about to launch.

Discovery

To ground it in real needs, my product owner and I ran a mini workshop with business stakeholders.

We collected two things: what the current app was missing, and what was coming on each team's roadmap. This turned scattered requests into the four pain points above, and gave us a shared brief before any design began.

Design

Information architecture first. I mapped the IA before drawing screens. It let us test different structures quickly and decide how users would self-serve without hunting through menus.

Wireframes to high fidelity. Over about a month I designed 100+ screens. Each round with the product owner balanced business goals against what users could realistically do.

A clickable prototype. Stitching every screen together was slow, but worth it. The prototype let stakeholders and developers see the full product early, and sparked better discussion before a line of code was written.

Delivery

Once stakeholders approved the design, the product owner broke it into user stories. In sprint planning I walked developers through the design, took their technical feedback, and helped set priorities.

The constraint: Maxis was transforming its telco backend at the same time. Backend changes for the app became hard to get, and deprioritised stories rarely came back. The biggest casualty was managing converged services in one place — a core goal of the revamp.

Usability Test

A tight deadline meant testing ran in parallel with development, not before it. That still left room to fix issues before launch.

Partner: Nielsen ran the sessions; I wrote the test guideline and briefed them on our goals.
Prototype: brought close to the final product so findings would hold up in build.
Participants: 10 users across different telcos, ethnicities and age groups.

Watching sessions showed exactly where and why people got stuck, and what mistakes they made — clear inputs for the next round of fixes.

Outcome

The design was validated; the shipped version was a partial win.

Users liked it. Nielsen's report was positive — most participants found the new design simpler and easier to navigate.
Launched July 2019 with the new home, deals and internet pass browsing.
Rating held at 3.8–3.9 on the app store, but didn't climb, because multi-service management didn't ship.
The need came back. A new request to improve service management followed — confirming the original direction was right.

Reflection

Good design isn't enough if the system behind it can't deliver. Here's what I'd do differently today.

Check backend feasibility early. Bring tech leads into the workshop, not just sprint planning, so key features are scoped to what the backend can support.
Protect the must-haves. Agree up front which stories can't be deprioritised, and plan a lighter fallback for each.
Test before build. Even a quick round of guerrilla testing before development lowers the cost of changes.
Define success metrics upfront. Track task completion and service-management usage, not just app store rating.

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