PROJECT : Singtel Portal Revamp
CLIENT : Singtel



SingTel is a telecommunications company, with a combined mobile subscriber base of 285 million customers from its own operations and regional associates at the end of December 2009. It is the largest company by market capitalisation listed on the Singapore Exchange and is majority owned by Temasek Holdings, the investment arm of the Singapore government.


To manage its regional operations and its 285 million subscriber base, Singtel developed a series of proprietary applications to automate processes and improve operational efficiency. These applications include:

  • PRIMA$ (Pricing Master & Configuration System)
  • IRS (POS System),
  • VSOP (B2B Online Ordering Portal)
  • DCS (Dealer Commission System)
  • Rastro (mioTV STB Tracking System)
  • Pistage (Asset Tracking Portal)
  • Actus (Delivery System)

However, despite the heavy infrastructure and investment, Singtel realized that the most common feedback by their users is about the poor user interface (UI) usability. Various aspects of the user interface while obvious to the developers were utterly confusing and alien to their users. This resulted in inefficiency.


Singtel turned to Conversion Hub to help revamp the user interface of their applications. Through the use of Conversion Hub’s 360° Humanized Design Methodology, we managed to upgrade the design and workflow of the applications to adhere to usability best practices. By putting the focus on being user-centric rather than task centric, we saw remarkable improvements across all project matrices after the revamp


Internal usability test showed an improvement across all key metrics

  • 650% improvement in average time taken to achieve goals
  • 380% improvement in average time taken to fulfil conversion targets
  • 350% improvement in users ability to perform task without support
  • 500% of improvement in users ability to form a mental sitemap in 30 seconds
  • 100% of users said the new U I better help them to achieve their goal
  • 100% of users said they better enjoyed the overall experience


  • Humanized Design
  • Heuristic Evaluation
  • Usability Testing
  • Neuro-visual mapping