Driving Digital Growth in a Traditional Telco

When I joined StarHub, the company was in the middle of a 700M+ transformation program led by a global consultancy. While the organization focused on top-down restructuring, I was tasked with leading the digital UX transformation across all consumer and enterprise platforms.

Defining the Visual Identity for Digital

StarHub’s new brand identity was being developed by an external agency. My responsibility was to shape how that identity came to life in digital. I partnered with the agency to ensure the new look was not just a marketing asset but a living system applied consistently across apps, web, and TV. That vision became the foundation of Evergreen, StarHub’s first design system.

Evergreen as the Unifier

Evergreen unified the company’s fragmented digital landscape. It scaled across:

• Consumer apps such as MyStarHub, Rewards, and Prepaid

• Enterprise apps like SBM and management tools

• E-commerce, including the online store for devices, broadband, and mobile plans

• TV platforms including TV+ apps and 10-foot experiences that required dark modes and cinematic transitions

We built Evergreen to work across native, React, and low-code environments. Over time, it replaced outdated UX practices and created consistency across the business.

Leading Through Complexity

The transformation was as much about people as it was about platforms. I had to bridge divisions in a highly siloed environment, working across multiple business units to align product, engineering, CX, and executive leadership. I collaborated with the CX teams to make sure feedback from customer support channels reached product squads. I also led the integration of CloudCherry NPS data into our design process, which gave us a clearer picture of customer pain points and allowed us to act on them quickly.

E-commerce as the Flagship Challenge

The redesign of the online store was the most complex initiative. We needed to deliver a modern and intuitive front-end on top of a backend that was more than 20 years old and also powering retail operations. My role was to ensure the design team could push forward with advanced flows while balancing the technical and operational constraints.

Impact

• 30% increase in online sales compared to retail

• 15% conversion lift across key digital journeys

• 1M+ monthly active users, representing 50% growth

• Significant reduction of design debt and faster speed-to-market

My Leadership Lens

I positioned design as the connective tissue in an organization going through large-scale change. By grounding the new brand identity in digital, building Evergreen as a scalable system, and ensuring customer data guided our work, I helped shift StarHub from a traditional telco into a digital-first business.