myAIS: Thailand's Leading Telecom Super App

Project Overview

With over 41 million subscribers, AIS is the largest and most established digital service provider in Thailand.

Our collaboration was more than a re-imagining of the myAIS app's core functionality. It was the evolution into a lifestyle platform for customers to explore new services, discover exclusive privileges, and enjoy valuable promotions.

Mission

"Our purpose is to make myAIS become the No. 1 Everyday Lifestyle Application in the heart of our customers."

With over 41.5 million users, AIS is Thailand's largest telecommunications provider. As the world changes and a new normal era begins, the offline world's traditional way of life is quickly moving online. myAIS is a platform that allows users to access AIS services such as bill payment, package adjustments, and privilege redemption.

The myAIS application would be redesigned to be more enjoyable and encouraging of users' lifestyles, making it effortless for consumers to utilize the service.

Challenges, Problems and Our Solutions

The myAIS application aims to turn into a super app to serve the digital lifestyle of members, not only paying bills or checking balance usage. The biggest challenge was to engage existing customers to continue their day to day activities through the myAIS application without negative feelings, but with excitement in exploring a completely new design of the app's interface, becoming word of mouth and therefore increasing new users and expanding target groups.

Our team's underlying focus was to enable myAIS to "easily meet all your needs from one app" and drive the design to meet that requirement.

With a tight timeline of only 7 months, we began UX design, incorporating product requirements and customer value into highly optimized user flows, from which we built an attractive visualization for each screen in the app.

There were many challenges once development began, with the highest risk being the integration of the new mobile app with the existing backend. This required careful design prioritization to enable developers to continue to work while delays related to the backend APIs and CMS were addressed.

Our best tool to mitigate these risks was daily communication with the client via Slack. Through tight collaboration in real time, we were able to keep the extended team on track and address issues directly with the client as they came up.

Mood and Tone

When we defined the project's scope and direction, we began by setting the mood and tone for myAIS to be "Fun and Friendly." We wanted the user experience to reflect a lifestyle app feel rather than just a mobile telecom utility.

Design System

Creating the AIS design system meant creating a complete set of standards intended to manage design at scale using reusable components and patterns.

The design system incorporates several components that represent AIS's branding, such as colour and typeface, as well as common elements such as buttons and headers, in order to ensure design consistency and easy maintenance in the future.

Wireframes

myAIS is a large enterprise project with complicated requirements and a complex system. The wireframe is essential to ensure that everyone is on the same page. After the requirements were delivered to the design team, we brainstormed, discussed, and held many sessions with the client to clarify and fine-tune them.

Following that, we created wireframes and user flows to allow for discussion and confirmation of the journey with all stakeholders before going on to the next step of creating the UI.

A New Version of the myAIS Application

After several discussions and brainstorming sessions with our team and the client, the UX and wireframes were approved. Our aim was to design a user-friendly interface that represents the lifestyle mood and tone while also satisfying business requirements.

Personalized Homepage

We redesigned the homepage to present more personalized and varied content tailored to the user's lifestyle. When users land on the homepage, they can quickly check their usage and balance at first glance.

Friendly Package Browsing

We revamped browsing with easy to use filters. Users can browse and filter packages based on price, day, category, and more.

Easily Redeem Points

Simplified redemption of points and privileges helps customers enjoy promotions and deals from many well-known partners and retailers in the AIS store. Users can also view the "Today's privileges" section, which surfaces suggested content from AIS specifically for them.

Delightful Loyalty Profile

We designed a delightful version of the AIS customer loyalty profile for each user type at all tiers, allowing customers quick and intuitive menu access to check perks or upgrade their tier.

Simple Usage

Users can easily check their usage and balance from the usage menu. We designed the graph as a bar to minimize space while making it easier for users to grasp at a glance. Customers can also check their outstanding balance and make a payment from this menu.

Outcome

Our final design, based on iterative collaboration, satisfied the business requirements while also being a user-friendly lifestyle application.