User Experience Design
Creative Process Journal Chia Xin Yin 1426544 Jasmine Goh 1426560 Michelle Loh 1426432
Contents Market Research5 User Research15 Persona18 User Journey19 Design Requirements23
Market Research
OVERVIEW 1989
Singtel was established
1994
Singtel offered commercial internet services through Singnet 47%
1995
Starhub introduced cable TV M1 was founded 28%
1998
Starhub got Public Basic Telecom & Public Cellular Mobile license
2000
Starhub introduced the first per second billingg
27%
STARHUB M1
2005
M1 launched 3G mobile server
SINGTEL
MOBILE OPERATIONS MARKET SHARE 2007
Singtel launched Mio TV
2011
Singtel launched Mio TV
2012
Enhanced high-speed mobile broadband network with LTE and DC-HSPA+ first operator in South East Asia to offer nationwide 4G service
PLANS
Market Research
M1
Starhub
Singtel
Basic plans
Starhub has the cheapest basic plans
Youth Silver (Elderly) Sim Only Easy mobile MaxMobile
Comments
-
-
M1 has cheaper Youth plans with more Data
Singtel’s sim only plan is customisable while Starhub’s plan is fixed.
-
-
Market Research
The interface of the website is very overwhelming as there are a lot of information to absorb at when the user firsts gets into the website.
There are many tabs at the bottom that can help with using the website. However, it is not obvious that these tabs are at the bottom. There is so much information and tabs on the top that the user would not think of scrolling down.
Singtel
When the user clicks on the ‘mobile’ tab, the page changes to one that is similiar to that of the singtel home page and once again, it is not obvious that there are other tabs on the bottom.
It is great that they provide a ‘compare’ option for the users to compare the different phones that they are considering.
Market Research
Afer finding the desired phone, there are steps for the user to take. However, if the user wants to choose a plan, the ‘choose a plan’ cannot be clicked. It would be a lot easier if the website put a link there to lead the users to the different plans that singtel offers. The ‘choose a plan’ link can only be clicked after the user chooses the phone (Eg; iphone 6s 16GB) that the step would allow the user to see the different types of plans.
Singtel
At the right side of the website, there is an ‘ask shirley tab’ it can be rather useful for people who needs to ask questions and if they were to be a rather shy person or an introvert, they would most probably prefer this option to ask their questions.
Market Research M1
M1 has a very straight forward interface. by simply clicking on the mobile phones and tabs icon, they will bring you straight to the next page where they have different categories for the user to choose from.
There is also a box on the right side where there are Quick LInks so that people do not have to go through so much trouble if they need those services.
Market Research M1
When the user clicks on the view all button for the different kinds of plans the website willl diaplay the different types of plans. They also have a slider that will show only the plans within your budget of within your expextations for the plan.
Once again, the good point about M1 is that they they have option for the brand of the phone, the operating system and a slider for the price.
Market Research M1 M1, also known as MobileOne, is one of the three telecommunication companies in Singapore. It was launched in April 1997 and is Singapore’s second mobile operator after Singtel.
Positive
Negative
Simple and clean colour scheme
Logo cannot be clicked
How we are going to improve Link the homepage directly to the logo so that users will be moved to the homepage upon clicking it.
Promotions are in a big banner on the homepage which makes advertising effective.
Page refreshes everytime the user choses to compare a phone.
Mobile phones can be purchased without needing to set up an account.
Does not inform the user that the item is out-of-stock. The user is only informed when they have chosen to either buy or re-contract the phone.
Build the system such that the page refreshes only after the user has finished selecting their choice of phones to compare.
Include a stock availability section in the mobile phone page to inform users if the product is in stock.
Layout of the web pages are consistent and easy to understand.
Slider for the price filter system can only be pressed near the bottom which blocks the user’s view of the price.
Place the price above the slider.
Market Research M1
Positive User is informed of which sections they came from. This allows them to backtrack easily.
Negative
How we are going to improve
Web page immediately refreshes when the user checks on the “popular devices” box at the mobile filter sidebar even if they have not finish selecting their other requirements. The page should only refresh when the user clicks “go”.
Has quick links for quick navigation.
There is no compare feature between different types of mobile plans. Build a similar comparison function like the one the mobile phones have.
Market Research STARHUB
Starhub’s home page looks very simple and modern. However, it is not obvious that there are more options when the user scrolls down. Especially for people who are less tech savvy or are not fluent in english, they might find it difficult to navigate this website.
Even if the user scrolls down, it is there is no option where the user can look at mobile phones with.
Starhub
After clicking the mobile option on the webpage, the website switches to a page where they show data plans with no phone.
The mobile phones option can only be seen when the webpage is scrolled all the way to the bottom.
Market Research
At the right side of the webpage there is also a tab where users can ask questions and search for what they need . They can also compare different phones.
Starhub
The interface for the different kinds of mobile plans are very clear. However, the words are too big and thus the words are rather spread out. This makes it diffiicult for the user to see all the plans and compare them.
User Research
User Research
Understanding the target market
Introduction
Our basic target market was expatriates who are living in Singapore. In order to better understand the target market better, our team conducted a survey online to get their responses. We came up with three basic category to then built our questions on. 1. Personal Information/Preference 2. Current Telco Related 3. Service (app, new service etc) Usage.
Personal Information / Preference Questions
Response 1
Response 2
Response 3
Response 4
1. How long have you been in Singapore?
1 year 4 months
10 years
5 months
3 years
Pre-paid. It allows for flexibility and actually works out cheaper. Loyalty is not treated well here and companies only put efforts in securing new customers rather than offering benefits to their old loyal customers.
Prepaid. Postpaid is very expensive.
Basically I don't care. The question is what is cheaper.
Postpaid. No need to upload prepaid card/buy new one
3. Do you think that a customisable plan is ideal?
We are all different so it is of course ideal to tailor a contract to a customer's needs and not burden them with extra things they will never use at an inflated cost.
Yes, because everyone has its own needs.
Customizable plans are only superior when no extra premium is charged for this, i.e. a fixed plan with the same contest is not cheaper.
Nope.
4. What is the 3 most important factor (data, free incoming, phone number) when getting a new sim card?
Data, free calling number, cheap roaming
1. Phone number is easy to memorise. 2. Data allowance for instant messaging services 3. free incoming calls
data plan, free ncoming call, display phone numbers
NIL
2. Do you prefer prepaid or postpaid? Why?
5. While you are in the office, do you make calls from your mobile or the office phone?
Data
Data
Data
I do not call out of Singapore often during office hours
User Research Personal Information / Preference Questions
Response 1
Response 2
Response 3
Response 4
6. Does your workplace provides you with WiFI?
Yes
Yes
No
No
Home Line
Skype
Whatsapp Calls
Skype for computer Whatsapp and Viber for mobile
Questions
Response 1
Response 2
Response 3
Response 4
8. Which telecommunication service are you currently using?
Singtel
Singtel
M1
M1
20
45
28
45
10. What are some of the positive experience you have with the current company?
Not many compared with Europe
2 numbers in one account Sharing of data and voice plan
Working most of the time, good connection
They give me a deal that works well without having to commit.
11. What are some of the negative experience you have with the current company?
In crowded places (MRT, shopping malls) sometimes low connectivity
Customer service is absolutely atrocious. The staff speak to you as if you are a fool. Very rude and no sentiment for the customer at all.
Sometimes it changes to a Malaysian provider as I stay in the North-East
Expensive. Not able to receive calls 10 days after top-up 10 dollars.
12. What do you think can be improved with the current company?
Teaching staff manners may be a good start. The concept of the customer is always right and is king is severely lacking.
7. How do you contact your family if they are overseas? (Do you skype or use the phone?)
Current Telco Related
9. How much are you paying monthly for your current phone bills?
Overall in Singapore: Extras (like showing telephone numbers etc.) do cost extra. This is for free in Germany, I was quite shocked to be charged for this
They should send a More roaming alert when competitive prices for costs cross the 100 postpaid users. Dollar mark
Understanding the target market
Service (app, new service etc) Usage Questions 13. If you are able to do everything (get a plan/ prepaid card) online would you prefer that to going to an actual shop?
Response 1
Definitely
Response 2 For sure. Never went to a store in Germany...
Response 3
Response 4
In a shop
NIL
14. Do you prefer texting or calling?
Calling
Texting
Texting
Texting
15. If texting: Do you prefer SMS or online chat platforms (WA, Telegram)?
Online Chat
Online Chat
Online Chat
Online Chat
Persona
Our Persona
The Expat
“
Travelling around is cool and all but its not when your family isn’t around.
Goals
- Data plan coverage of more than 13gb - An afforadable plan. - Be able to make time to contact his family - To be informed when he is almost reaching his data limit.
Robert Smith
Challenges
Age: 42 Country: USA, Washington Occupation: Business Man Marital Status: Married Household: 3 children, 1 elderly mother
About Robert
Personality Introvert Organized
Extrovert Disorganized
Frugal
Wasteful
Indecisive
Decisive
Rigid
- No wifi at home - Has to bring his mobile down to the store every month to get a new plan - Time difference between USA and SG - Unable to pause plan when he returns to USA - Telco websites have vague titles that foreigners such as him do not understand
Adaptable
Robert shuttles between Singapore and USA regularly for working purposes. But being a family-oriented man, he finds it hard to live in Singapore alone without the presence of his family and makes time to contact them every night. Due to the huge time difference between both countries, he can only contact his kids at certain times like after their dinner time. He usually skypes them as they are good with technology and prefer to see his face. His wife and mother join the call occasionally when they are around. Skype sessions tend to be longer on Robert’s saturday nights as he spends more time catching up with his family. When the kids are not around, Robert’s mother prefers the traditional method of calling Robert from home as she is quite of old age and not tech-savvy. Robert mainly uses Whatsapp to contact his bosses and colleagues as well as his family. His company provides free wifi at the office but the house which he is living at does not. Thus, he has to use his own data when he is working from home on the weekends.
Mobile Plan Usage International SMS
Local
Calls
Data Work
Skype
Leisure Chats
Paper Prototype
Looking for a phone plan and a new phone
User Journey
User Journey Map STARHUB
Looking for a plan with high data usage
Maybe the price is slightly cheaper now...
I am looking for the best plan for myself.
Decided to search on the web for more information
Googled for Singapore mobile plans
Saw that the data was last updated in Dec 2012
Sixth result was “The Expat’s Guide to Phone Plans”
!!!
Read the article Found out that there are only three companies
“Wow, are there really only three companies?”
Attracted to 4. Best Plan for Heavy Data Usage
I have high data usage. Hence, I want a plan with more data.
Googled for Singapore mobile companies
!?!
First result “Xpat life-SIM and mobile phones”
But the M1’s MaxSurf+ plan is $198/month! Cheapest among 3 company for 12 GB of data
“Yes, are there really only three companies!”
Went back to read up on Expat’s Guide
Talks about post paid and pre paid plans
Pre paid plans: sounds hassle free not bounded by contract Post paid plans: more suitable as he is staying for long term
STARHUB
Browsing the M1 web page
Went to M1.com.sg Search for MaxSurf+
The max amount of data provided is not enough.
Third result shows that MaxSurf+ was a retired plan
Wanted a hassle free plan, hence, looks for prepaid
1. Clicked the M1 logo, but it was a image. 2. Manually typed web address 3. Click M1 Promotion 4. Sees - Mobile Offers - Bundles - Highlight
???
Decided to search for a different company: Singtel
Finally spots Mobile Phones and Plans
???
But where is the mobile plan page?
It brings me to a feedback form?
8. Clicked Customer Service
Bundles shows plans for multiple lines, I have no need for it as I am alone.
5. Clicked mobile offers Shows plans with mobile phones purchase
???
After calculation realised that bill is going to add up to $228/month for 12GB of data. Too expensive!
9. Clicked M Card 10. Then clicked Local Data
Decided to search using web interface instead
Shows plans for multiple line purchase
But I dont need a new mobile phone.
6. Went back to the previous page 7. Click bundles
11. Went back to mobile phones and plans 12. Clicked SuperPac
User Journey Map STARHUB
Browsing the Singtel web page
Googled for Singtel webpage. Click the first link.
Decided to look for a postpaid plan for more data 1. Hover over Mobile option 2. Click Postpaid Plans 3. Reads combo plan
Decided to search for a different company: Starhub
Show different plans of different price and data
!!!
The max amount of data (12.5GB) provided is not enough. It cost $239.90 per month for 12GB of data!
4. Click Silver to read up more
7. Click Easy Mobile
Show two plans of different price and data. Max data was 2GB
The max amount of data provided is not enough.
5. Click SIM only 6. Click view details
Shows 4 plans: S, M, L, XL. Each have units for customer to customise plan
Total for the 20GB plan is going to be $130. Slightly exceed budget but cheaper than M1’s plans Easy to understand DIY plans. But have to choose between 10GB and 20GB of data. 10GB is too little and 20GB is too much
STARHUB
Browsing the Starhub web page
Googled for Starhub webpage Click the first link. Screen shows a big search bar
???
What do I type to find desired plans?
1. Search for ”Plans”
Fourth results shows postpaid plans 2. Click to open link to postpaid plans 3. Scroll and look at the plans 4G 12 plan cost $220/month for 12GB of data 4. Click SIM only plan
4G 12 plan cost $110/month for 12GB of data
Decided to just stick with Singtel’s SIM only plan
The max amount of data (12GB) provided is not enough.
Design Requirement
Design Requirements Needs
Requirement
Importance
(1-5) 1 = Most Important
Design a homepage with the main information on the company and its services.
1
Users would be able to see what is currently on sale upon entering the website and the company can easily advertise their promotions.
Design a space for current news such as promotions on the homepage.
1
Users would be able to return to the homepage easily upon clicking logo.
Make the logo of the company clickable.
3
Design a page to showcase all the available mobile phones.
1
Design individual pages for each phone that displays information like its specifications, price as well as its current availibility.
1
Users will be able to compare the specifications between mobile phones or plans.
Build a comparison function.
1
Users will be able to view what the site offers.
Build a sitemap with all existing links.
2
Users will be able to browse through and find the plans they are looking for.
Design a page to showcase all the available phone plans.
1
Users will be able to browse through and find the broadband service they are looking for.
Design a page to showcase all the available broadband services.
1
Users will be able to browse through and find the cable service they are looking for.
Design a page to showcase all the available TV cable plans.
1
Users will be able to track which link they entered so they can return to browse through similar items.
Have a top bar which informs the user which sections they came from.
2
Users will be able to see what the links are featuring easily.
Include vector icons for the main links on the homepage.
2
Any common questions which are posed by customers can be answered immediately.
Include a page for frequently asked questions.
3
Users will be able to read the text with ease and would not need to strain their eyes.
Font and text size must be clear and legible.
1
Users would be able to navigate through the website from the homepage.
Users will be able to browse through and find the phones they are looking for. Users will be able to obtain information on their desired phone.
Needs
Requirement
Importance
(1-5) 1 = Most Important
Design a simple and readable colour scheme.
1
Users will not be confused on the navigation of the website.
Design of the website has to be consistent.
1
Users will be able to log in and view previous products bought and their bill history.
Build an account systerm for users.
3
Build a search bar system.
2
Users would be able to enter the website without a computer.
Make the website be accessible from other devices like mobiles and tablets.
2
Information to be displayed clearly and be simple to understand.
Include clear and simple layouts.
1
Image content to be clearly understood by users and for visual purposes.
Include clear and sharp photographs.
2
Users will be able to locate the nearest store and be informed of information such as address, opening hours and contact number.
Build a store locator with the information on the available stores.
1
Customers can feedback on their experiences and problems online.
Include customer feedback forms.
3
Customers can view what they have chosen to buy.
Include shopping cart feature.
2
A platform for customers to gather and share common problems and fixes.
Build a forum feature for customers.
3
Users who are also on social media can visit the company’s social account for more updates.
Include links for social media accounts.
5
For users who want to recontract or top-up their sim card quickly.
An area on the homepage for quick links.
1
So that the company would still be able to display fine print such as terms and conditions.
A page for legal information and fine print.
2
The website to give off a clean vibe and be pleasant to surf.
Users would be able to search the site according to the keywords.
Card Sorting
Card Sorting
Home
Mobile Phones Phone Promotions
All Phones
Plans
Sort By
Prepaid
Postpaid
Customised
Brand
Top-Up
Data Plan
DIY
Price
Youth Plan
SIM Only
Colour
Expat Plan
Popular
About Us
Contact Us
FAQ
Login
Others
My Account
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Profile
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Check My Status
Settings
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Sitemap
Ho Mobile Phones All Phones
Oth
Plans Prepaid
Postpaid
Phone Promotions
DIY
Data Plan
Sort By
SIM Only
Youth Plan
Broad
Cabl
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Price Colour Brand
Enqu
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Settin
Check My
My C
Profi
My Acco About Us Contact Us
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Login/Re
ome Search
hers
Advanced Search
dband
le TV
Others
Phones
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Most Popular
uiry
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ngs
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y Status
Cart
International Bill History
file
ount
egister
International
Past Payment
Local Unlimited
Paper Prototype
Paper Prototype
Looking for a phone plan and a new phone
ROBERT’S NEEDS Robert is looking for a plan that is affordable but has a data plan coverage of more than 13GB. He does not know what kind of plan to opt for so he needs to look through most of the plans that the website offers so that he knows what plan is more suitable for his needs. He is also looking for a phone that has a good camera and suits him. As he needs the phone and the sim card to be sent to him as soon as he reaches his accomodation, he wants a company that specialises in delivering their products.
Paper Prototype
Robert has been planning to buy a plan and phone from X so he decided to register for an account.
Looking for a phone plan and a new phone
After keying in his account details, he clicked submit.
Paper Prototype
A pop-up came out to thank Robert for registering with them and so, Robert decided to go back to the home page to look for a suitable plan for himself
Looking for a phone plan and a new phone
Robert wanted to find out the type of plans the telco offers so he clicked on “plans�.
Paper Prototype
A pop-up appeared, showing the types of plans they offer. As he is looking for a cheaper plan, he decided to take a look at the DIY plans.
Looking for a phone plan and a new phone
After looking at the DIY plan, he wanted to take a look at the other plans that they offered. So he decided to take a look at the sim only plan.
Paper Prototype
He wanted to know more about the sim only plan so he clicked on the “SMS� button.
Looking for a phone plan and a new phone
He wanted to know more about the sim only plan so he clicked on the “talktime� button.
Paper Prototype
He wanted to know more about the sim only plan so he clicked on the “data� button.
Looking for a phone plan and a new phone
Robert thought that the sim only plan was not good enough so he decided to explore more on the other plans the website offered.
Paper Prototype
He did not know what data plans were so he just clicked on it to see what it was about.
Looking for a phone plan and a new phone
The combo plans offered in the data plans were too expensive for him and it did not meet his requirements so he went back to look at the plans.
Paper Prototype
Being an expat, he thought that the expat plan could be suitable for him.
Looking for a phone plan and a new phone
After taking a look at the expat plan, he thought that it was the most suitable plan for him and so he opted for it.
Paper Prototype
Robert chose his phone number
Looking for a phone plan and a new phone
He then opted for a phone as he was planning to buy one.
Paper Prototype
A pop-up page came up with the different categories for the mobile phones. He clicked on “all phones�.
Looking for a phone plan and a new phone
Robert was interested in the iPhone 6S but he wanted to look at other phones.
Paper Prototype
He was also interested in the Sony Xperia Z5 Premium. So he compared both phones.
Looking for a phone plan and a new phone
He compared the 2 phones and clicked on the “compare� button.
Paper Prototype
After comparing the phones, he decided to buy the iPhone 6S so he clicked on the “back to devices� button.
Looking for a phone plan and a new phone
Robert clicked on the iPhone 6S.
Paper Prototype
He was brought to look at the details of the iPhone 6S and he chose his phone color and his accessories then he clicked “submit�
Looking for a phone plan and a new phone
He was brought back to the expat plan page and the website has saved his phone option and he just had to click “add to cart�.
Paper Prototype
Robert was told that his items have been added to his cart.
Looking for a phone plan and a new phone
He wanted to look at his cart so he clicked on the cart logo.
Paper Prototype
He was brought to his account and he then clicked on “my cart” to look at what he had in his cart.
Looking for a phone plan and a new phone
Robert also wanted to check in status first before checking out.
Paper Prototype
He then decided that he was ready to check out so he clicked on “my cart� again.
Looking for a phone plan and a new phone
After checking everything, Robert clicked “checkout�
Paper Prototype
He was then brought to the check out page for him to key in his details. After he was done, he clicked check out.
Looking for a phone plan and a new phone
A thank you page then pop-up to thank Robert and he just had to check his email to confirm his purchase and wait for the delivery. .