AXIS
2023
Improve AXIS Discovery Package Page
69.11% Increase Conversion Rate
AXIS is an Internet Service Provider aiming at youngsters,
offering relatively affordable packages in Indonesia.
My Role
In 2023, I designed the new Discovery Package. I handled the full design process, working closely with our research team as they dug deep to gather all the insights.
Dive in to the story 👇🏻
Background
Meeting Rising Demands Without Compromising Usability
AXIS is a brand made for young people in Indonesia. As the business grew, more users came and wanted more from the service. But adding too much could make things confusing. The challenge was: how can we offer more without making the experience harder to use? That’s where we came in.
But, what exactly was going on with the old page?
AXIS had big plans. They were about to roll out a bunch of new data packages. But, there was one hiccup: the current Discovery Package Page just wasn’t built for this kind of variety. It felt more like scrolling through a long list than actually discovering something.
Our hypothesis:
Users might miss whole categories because they had to scroll way too much
They could feel lost trying to find the right option in a sea of choices
Old Page
8
Category Package
±15
Subcategory Package
±50
Package
The Challenge
How might we scale the business while maintaining a simple and usable experience for our users?
Research
Put Our Hypothesis to the Test
To see if our worries were real, we ran some usability tests. We wanted to watch how users dealt with the current package page when we added more categories and options.
Key Insight from observation
🤨
Most of the time, users already knew exactly what they were looking for.
Most people already had a plan in mind, but the page wasn’t making it easy for them to find it fast.
😌
Tight Space for Discovery
The page felt cramped, making users scroll a lot just to check out all their options.
🧐
More Options, Harder to Find
With so many choices, users were getting lost and overwhelmed.
😫
Package Names Caused Confusion
The package names weren’t clear, making it harder for users to understand their options.
Ideation Time
We ran a few brainstorming sessions and came up with ideas that focus to help users find their data plans more easily.
Dive deeper to our solutions 👇🏻
Type It, Find It
Just type what you need. like '5GB', 'internet', or '3 days'. This makes it super easy for users who already know exactly what they’re looking for.
Straight to What Matters
AXIS offers tons of internet packages, and we get it, it can be a lot. So, we organized them better to help users jump straight into what they actually need, without getting sidetracked by stuff they’re not looking for.
Simplify Name
With so many packages, we knew the names had to do a better job of standing out. So, we gave them a refresh — making them simpler, clearer, and easier to tell apart.
For example:
Before:
Subcategory : “Bronet 24 jam 3hr”
Package Name : “Bronet 24 Jam 1.5gb 3hr”
👇🏻
After:
Subcategory : Bronet
Package Name : “Bronet 1,5GB + Kuota dikotamu”
plot twist
Once we mapped out the ideas, the search feature sparked some technical questions. so we had to rethink how it could actually work
No idea comes to life without the devs. So, we sat down with them to see what was possible. and that chat helped us shape the search concept into something that really works.
So, we turned the search into a smart filter instead
First Iteration
Second Iteration
We still wanted users to find exactly what they need, so we turned the search into a filter, letting users set their preferences and quickly get to what they’re looking for.
this wasn’t our first idea. We went through lots of brainstorming, tweaks, and usability tests to land on something that works well for both the business and the users.
Launched
And finally, in April 2024, we launched the brand-new AXIS Discovery Package!
69.11%
Increase Conversion Rate
April - July 2024
This number didn’t happen just because of the Design Team. Other teams also played an important role, and the business was growing its services at the same time.
Lesson learned
In the end, I realized this project wasn’t just about tweaking an app.
it was about helping AXIS keep its promise of being the simple, affordable go-to for young people
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About Me
I'm a UI/UX Designer with over 4 years of experience designing digital products across various industries. I believe in iterating everything and being driven by data to craft intuitive experiences that align with business goals and deliver real impact.