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, the majority of users reported high satisfaction across all key touchpoints, with Score 5 (Strongly Agree) being the most frequent response for both the Dashboard and My Account features.
Discovery
Client Interview
To anchor our discovery phase in strategic business objectives, our team conducted comprehensive interviews with the PCCW marketing department. We structured our inquiries to bridge the gap between technical functionality and user perception, specifically investigating app performance, feature utilization, and the efficacy of the Club Stamp rewards program.
This exercise was pivotal in aligning our design strategy with the client’s internal goals, allowing us to move beyond superficial aesthetic improvements to address substantive business pain points.
Hands-on experience
To empathize with the end-user experience, we engaged in active service auditing by utilizing the physical Club SIM card to map the end-to-end user journey. By systematically documenting each interaction point—from the initial home screen navigation to the final checkout process—we identified critical friction points and opportunities for enhancement. Journey mapping process helped us translate raw user pain points into actionable design solutions, transforming abstract usability issues into clear, human-centered improvements that streamline the user flow and maximize conversion efficiency.
Before Design Iteration
Lo-fi account page
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?