myAIS

Design System  | Product Design | Concept Design

Client:

AIS

Role:

Design & Project Lead

Tools: 

Figma suite, Maze, Jira

Duration:

October 2022 - May 2023

Company:

Oivan  Group OY

myAIS app redesign & Design System

TL;DR: myAIS — Redefining a Telecom Giant’s Everyday App

We're all very busy and importnat people, so here is a quick summary of the whole case study. 

AIS, Thailand’s biggest telecom brand, wanted to transform its app from a bill-paying utility into something people enjoy using. With a market shake-up on the horizon, the challenge was to reimagine myAIS for the next generation of users.

As Design Lead, I guided the redesign from research to systemization — helping define a new design language and building Chameleon, the design system now powering myAIS’s evolving digital ecosystem.

Below, you can dive deep into the full case study — or just enjoy the visuals. Either way, it’s a win-win.

The project

Phase one

- Discovery 
- Concept
- User Testing

Phase two

- Design System
- Design Principles

To revamp the myAIS app to a new 'Lifestyle' app. To do this we determined that the project should be split into two phases.

Bit of background

AIS is the largest telecommunications company in Thailand, with 49% market share against its main rivals dTac and True.

With 46 million customers, 10 million of those use the AIS app ‘myAIS’. Users use this app to pay for their phone and internet bills.

In late 2021 it was announced that True and dTac would be merging, which would mean that the combined companies will surpass AIS’s with the new largest market share.

This meant that AIS needed to innovate to differentiate themselves from the new competition. The answer to increase the number of customers using the myAIS app by changing it to a ‘Lifestyle’ app. With the hoped added benefit of attracting a younger consumer base.

ℹ source Statista 2021

Phase one

Discovery

3 x Workshops

8 x Stakeholder interviews

4 x Personas crafted

For the discovery phase we flew to the AIS head office in Bangkok to meet our key stakeholders and the teams we would be working with. Whilst there I facilitated three workshops; Customer persona creation, The Future vision for myAIS, and Concept and Design System planning.

Welcome meeting with the AIS teams 

Future vision workshop

Future vision workshop - characteristics matrix

First insights

Amidst the transformative shift towards remote work and the instrumental role of technology in facilitating this change, the experience of physically being with client proved to be invalueable. It allowed us to engage with stakeholders beyond the confines of our primary client sphere, a level of interaction that would have remained unattainable through exclusive online channels.

Concept design

2 x Design routes

5 x Rounds of iterations

2 x Design concepts

From the Future vision workshop two paths were taken for the look and feel of the new app design concepts.

Route 1:
Serious 
Trustworthy 
Getting things done

Route 2: 
Playful 
Easy to use 
Smart

The features were also split between the two themes; Route 1 concept has the ability to allow the user to customise the home screen with a style of ‘widgets’ dubbed LEGO and Route 2’s concept gives the users the ability to show or hide sections of the home screen using accordions dubbed Hide & Seek.

Concept design iterations

The two design concepts that will be tested against the orginal myAIS app

Lego

Widget like features 

Movable widgets

Customisable home screen

Hide & Seek

Accordiion sections

Expanded or reduced scrolling

Primary features displayed

User tesing

10K survey invitations

3% uptake

2 x New final concepts

After a few rounds of iterations the final concept designs were complete, the next stage was to validate the new design directions and features against the existing myAIS app.

Image: Data results from user survey

Using AIS’s data base, invitations were sent to 10,000 customers, encompassing a large range of their demographics, with a hoped for response rate of 1%. In the end 300 customers responded giving us a 3% response rate.

Image: Expanded data set

From the data we could clearly see that the new designs were much preferred to the  existing app but also from the survey we got better insight to what the customers wanted from the app and the importance of the features and services provided.

All this then influenced the last round of design concepts which would then be submitted to AIS leadership for approval.

Final concept #1 

Final concept #2

Phase two

Chameloen Design System

24 atom components

30+ molecule components

9 team members

For this phase I lead a team of 9 designers, 4 from Oivan and 5 from AIS. Using the approved concept as the starting point for the look and feel I broke down the task to three areas; Styles, Atoms and Molecules.

Image: UI Icon kit, available so user can instance swap inside components

Using Jira to break down each element to their individual tickets for example; Task = Buttons, Sub-tasks = component + specification + documentation. This allowed me to keep track of where designers were but I found that it also gave the feeling of constant flow of small wins, which led to getting a lot of tasks done in a very short amount of time.

Image: One of the more important and most used base atom component - button

After 10 weeks, the design system was ready enough to be launched to the wider New myAIS product teams. Here is when new challenges arose, the first launch covered a wide but generic set of components but because of the size of the new myAIS the design system team were then getting much more bespoke requests for components.

Images left + right: Design princples workshop

Initially to help keep on top of request a page in the Chameleon figma was created to show a list of the requested component, when it was requested, deadline and its status in design and development. Once this routine has been established then it would be moved to a more interactive system like Zen desk.

Image: A small but important atomic component - notifications badges

Image: Part of the onboarding how to guide for new designer coming to use Chameleon

Project reflection

This was one of my favourite projects that I’ve worked on to date. Whilst the product and what needed to be created was great the best part was the team I managed. There was such a great diversity of personalities in the team that it truly upped the standard of work and its creativity. I personally learnt alot from my team, seeing new perspectives from a range of things, age, culture, even day to day routines. 

The improvements I would make would be the communication with the clients development teams. The new myAIS required a complete overhaul of the back-end and that was the number one priority for them. If I were to start this project again it would be to really stress the importance of having a developer(s) present from the beginning of the project.

Wow! You made it to the bottom of the page, I think by law that means we must go for a beer. Send me an electronic mail and we can start the beginning of beautiful relationship!

© Matthew Scanlan 2025