Maxis Ookyo

Project Duration

March 2017 - April 2018




3 Product Managers, 1 UI/UX Designers,
3 Android Developers, 3 Web Developers


Maxis was founded in 1993, and it is a leading telco company in Malaysia. It has two mainstream brands that they market for the masses namely Maxis Hotlink and Maxis Postpaid. When I joined Maxis, they were setting up an internal incubator to develop a new product and set it apart from another offering to the existing customer — sort of like a skunkworks inside a big corporate firm.

It was a team of five core people including me, six outsourced developers, 3 PMs from Accenture and two digital brand agencies. The objective was to develop a full mobile experience telco within a year with the CAPEX of MYR2,000,000. It was an experiment by Maxis to make use of the latest cloud services by AWS and some other provider in the market. The project is called Ookyo.

Ookyo is a new sub-brand under Maxis, and it taps into the same network that’s used by Maxis and Hotlink. It is a digital-only platform where everything from purchasing a new SIM to customer service is done online. Its customer service operates 24/7 and serves by a built-in chatbot.

I was told that one of the paramount features for Ookyo is to be able to entice youth (Digital Native) just by looking at it.

My Role

As the sole UI/UX person in this project, I was tasked to drive the full design initiative for its early concept, wireframes, mockup, and final deliverables. The UX team for BAU (Business as Usual) provided insights on Maxis’ legacy product toolchain and ultimately helped me to complete this project.

Ideation and Process

Comparative Study

When I received this task, the first thing that I did was to research as much information as possible about any full digital initiative from all leading telcos in the world. Since this was my first time working for a telco product, I was looking for a UX pattern that perhaps could be a hint to kickstart this project.

Hurdles in Concept Design Exploration

Few needed core requirements to design this product was not available until we were three months to the launch date. The common practice of large corporation that loves to outsource these key elements was a bit prohibitive in some sense. It was tough for me to design even the whole concept of the app.

Some of the core requirements were the brand guidelines, an epic flow chart of how the system will work and the built-in chatbot architecture. Almost all of its major backend logics were handled by a third party vendor.

In order to tackle this while not lagging the timeline. I decided to play around with a few concepts that mostly ended up in the final product later. This concept helped the PM and other stakeholders in this project to get an overview of the end-product. It also helps to validate the business requirement needed, and we regularly use this to tweak it further and run some tests.

Some of Ookyo earliest Hi-Fi mockup exploration that I did while waiting for the Digital Branding Agency to deliver theirs CI.

Visual Design

Vibrant and Chic

Ookyo brand guideline requires it to be vibrant, colorful, chic and almost SnapChat like. Once the full branding CI arrived, my original concept of this app that has been tested before was then plugged and play with it.

In addition to designing all the required UI and screens, I also coded some of the pages for its web version in HTML, JS, and CSS. I helped them to free up some of their time from having to meddle with the stylesheet and its layout. It was not the final codebase, but more like a scaffold for the developers to further elaborate it.

We launched it later in September 2017 and received heaps of buzz in local tech scene for its funky-chic original design look.

A photo of our final product in the hand of user. Image from

More Screenshots

A screengrab of the landing page. This is the first version of it that went to production as the first release.