What innovative features could Singtel add to its My Singtel mobile app to improve customer engagement?

Introduction

To improve customer engagement on the My Singtel mobile app, we need to identify innovative features that align with user needs and Singtel's business objectives. I'll analyze the current app, user segments, pain points, and potential solutions to enhance the overall user experience and drive engagement.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking about the app's current usage patterns. Could you share insights on the most frequently used features and average session duration?

Why it matters: Helps identify areas for improvement and potential engagement opportunities. Expected answer: Bill payment and data usage tracking are most popular; average session is 2-3 minutes. Impact on approach: Would focus on enhancing these core features and increasing session time.

• Considering user behavior, I'm curious about cross-platform usage. What percentage of customers use both the mobile app and web portal, and how does their behavior differ?

Why it matters: Determines if we need to focus on mobile-specific features or cross-platform consistency. Expected answer: 60% use both, with more complex tasks done on web and quick actions on mobile. Impact on approach: Would prioritize mobile-first features for frequent, quick interactions.

• Examining the product lifecycle, where does the My Singtel app stand in terms of user adoption and feature maturity?

Why it matters: Influences whether we focus on acquisition, engagement, or retention strategies. Expected answer: High adoption rate but engagement could be improved; core features are mature. Impact on approach: Would emphasize innovative features to increase engagement and retention.

• Regarding company alignment, what are Singtel's key business objectives for the app in the next 12-18 months?

Why it matters: Ensures our proposed features align with overall company strategy. Expected answer: Increase customer lifetime value, reduce support costs, and drive digital service adoption. Impact on approach: Would prioritize features that support self-service, upselling, and digital product discovery.