Johan Marais-Piper

UX and UI Design / amaysim

amaysim's Help Feature

amaysim is an Australian provider of mobile and energy plans. Founded in 2010 they operate as a virtual mobile network and pride themselves on their innovation and customer service. In late 2017 the product team recognised an opportunity to increase the customer experience for its mobile users by building an in-app help feature. As the mobile app is amaysim's highest traffic touchpoint, this would be a big win.

The primary goal was to reduce the number of contact to amaysim's help centre, by allowing the customer to find their own answers in the app.


With access to Google Analytics I worked with the product manager to find patterns to which help articles were searched most often. The most visited help articles were in fact recharge/vouchers, bills & payments, and plan information — all of which are available features in the app.

We uncovered that a large portion of these users were unaware of existing app features. A secondary goal became to educate and empower users to self-serve using the app.

As a next step, I explored a couple of user journeys based on the most common flows people seeking help went through.


UI/UX designer in-house

Sketch, Illustrator, InVision, Zeplin, Keynote

Taking a sample of data from Google Analytics, we were able to categories the main articles users were looking for.


User journey map for users experiencing a failed payment scenario.

User journey map for users looking to change their plan.

User journey map for users looking to recharge their credit.


Information Architecture was mapped out for the new feature.

A basic navigation pattern was outlined for handover.



The product team set aside a month to develop the help feature, with the assistance of a team of external developers. With speed of delivery as one of the major priorities for this project they also pushed to develop this using React Native.

Having these in mind, it was important that the design remained lean and focused on the major tasks at hand.

Power up

Using the existing structure of the help feature available on the amaysim website, the majority of the page hierarchy was already set out. However this required some UX discovery as to how to translate how content is consumed in the app. This included:

  • Better highlighting the important information (for easier consumption)
  • Curating the content to only showing mobile specific articles

During the design phase, we uncovered the possibility to provide shortcuts within the help feature to go beyond education and towards action. The help feature was designed at iterated over a couple of weeks, from design to final handover.


As we were working with external developers, I helped the handover of information by providing a handover document to supplement Zeplin screens. This included existing app flows and patterns — from colours, transitions and page hierarchy.


Delivery & key learnings

The feature was delivered on time, with slight changes having to be made along the way. A few learnings were uncovered along the way, including:

  • How iOS and Android handle HTML tags differently, when exposing website content
  • Compromises on handling shortcuts on Android
  • Uncommon Android patterns in the app, including its handle of the back button

 ⚡️ H I G H L I G H T S ⚡️

Lean Design and Delivery

Being able to deliver and collaborate with external developers, within the short time-frame, was ultimately rewarding.

Understanding Analytics

A great exposure on how much data can be organised in Google Analytics, and what it uncovers.

Helping Others

Deep down, the feature's purpose was to also help amaysim's customers be self sufficient. A benefit not only to them but also the business.


Are you building a product?

Let's talk about your goals and needs moving forward. I'm happy to give advice or provide further help if it looks like we can work well together and provide each other real value.

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