Redesigning myXL App: Overcoming Choice Paralysis & Onboarding Friction
How a personal observation of accessibility issues evolved into a data-driven mobile app overhaul.
This project is an independent case study conducted for educational purposes. I am not affiliated with, associated, or officially connected with XL Axiata.
Role
Product-led UX Researcher & UI Designer
Timeline
September 2020
Core Focus
Friction Reduction, Information Architecture, Accessibility
Cover — swap with hero screen
Overview
As a leading telecom application, myXL serves millions of users with diverse digital literacy levels. However, legacy flows in user onboarding and package exploration often trigger significant drop-offs. This case study focuses on redesigning two critical user journeys: the authentication process and the internet package discovery flow.
Problem Identification: The Spark
The initiative began with an ethnographic observation of non-tech-savvy demographics (specifically older family cohorts) struggling to complete a simple task: purchasing a data package. Their frustration highlighted a deeper usability gap in the app's core flows, prompting a formal research validation phase to see how widespread these friction points were.
User Research & Validation
To validate these initial observations, I conducted a guerrilla user research survey utilizing social media and chat channels, gathering qualitative feedback from active myXL users regarding their daily mobile constraints.
The Core Pain Points Discovered
High-Friction Cross-Device Authentication
The existing system forced users to jump back and forth between the app and external SMS links. This experience was profoundly broken for tablet/iPad users or individuals with separated SIM devices.
Information Overload & Choice Paralysis
The sheer volume of unstructured internet packages forced endless scrolling. Users struggled to compare options, leading to a high drop-off rate before reaching the checkout screen.
Based on these insights, targeted User Personas were formulated to guide the visual and structural architecture of the redesign.
Strategic Design Solutions
Frictionless Onboarding & Login
Old Pain Point: Tedious redirection to SMS apps to click verification links.
Product Solution: Implemented a streamlined, secure verification flow directly inside the app interface. By eliminating cross-app jumping, we dramatically reduce cognitive load and drop-offs during session timeouts.
New in-app verification flow
Smart Package Filtering & Sorting System
Old Pain Point: Endless scrolling through identical-looking package cards.
Product Solution: Introduced an intuitive Search, Filter, and Sort component. Users can now instantly isolate data packages based on price constraints, data volume, or specific usage types (e.g., streaming vs. social media), turning an overwhelming catalog into a personalized shopping experience.
Package filter screen
Search & sort results screen
Key Product Takeaways & Metrics to Track
Redesigning a high-traffic app like myXL taught me that good design is directly tied to business conversion. If this design were to be shipped into production, success would be measured using the following North Star metrics:
Login Success Rate (LSR)
Monitoring the decrease in drop-offs during the authentication journey.
Search-to-Purchase Conversion Rate
Tracking how efficiently the new filtering layout accelerates the checkout funnel.
Average Time-to-Task
Measuring the reduction in seconds spent by a user before finding their desired data package.