Club Sim App Revamp | Redesigning for Retention & Clarity
As part of a dedicated team of four UX/UI designers, I led the strategic redesign of the Club Sim app, focusing on enhancing the experience for both Hong Kong locals and international travelers. Our primary objective was to transform a complex feature set into a seamless user journey that drives customer retention.By leveraging PCCW’s existing consumer purchase data, we narrowed our focus to high-impact problem statements—specifically optimizing the homepage for the most popular SIM card products. we targeted specific pain points in the user journey.
Following comprehensive usability testing, 99.9% of users confirmed the new design provided a more intuitive experience with clear navigation and instructions—a crucial win for our long-term retention goals.
Before Design Iteration
After applying design solution
What did I learn from this project?
This is the most fun and interesting project that I've done. My team did not only receive a sample of the product and we also got to test it first hand. The most awesome part was when we were doing the usability test and seeing that our design solutions could help with retaining more customers.
Since PCCW marketing team also ready have data of what the consumers are purchasing from Clubsim it helped us narrowed down problem statements such as “Which sim cards should we add in the homepage?” or “Who are the largest consumers of Clubsim?