AIS Thailand

Reimagining a Seamless,
Scalable Telco Experience

Designing a future-ready omnichannel platform for Thailand’s leading telco

Team

Design Leads, Visual Designers,
Interaction Designers, UX Researchers

Duration

Scope

Research, UX/UI Design,
Design System and Prototyping.

6 months

Client Collaboration

Bi-weekly workshops, collaborative design sprints and continuous user testing

Transforming AIS
into a Customer-First Digital Telco

AIS partnered with Accenture to reinvent its digital ecosystem—unifying customer experiences, simplifying self-service journeys, and establishing a scalable foundation across web and mobile platforms. This collaboration marked AIS’s shift from a traditional telco into a customer-first, digital-native service provider designed for today’s connected consumer.

A woman wearing a black T-shirt with the words 'AIS THE NEXT GENERATION' is raising her right index finger. The background features a green digital pattern, with promotional content for a mobile phone on the right side of the image.

We helped shape a bold visual and interface language for AIS—infused with next-gen energy and designed for a seamless, intuitive telco experience across digital platforms.

The Challenge

Transforming a telco-first model into
a service-led digital ecosystem

AIS’s digital platforms were fragmented and siloed, resulting in inconsistent user experiences across touchpoints. Customers faced friction navigating services, comparing plans, or completing simple tasks. Internally, operational constraints and legacy systems limited scalability. The challenge was to unify the experience, empower users through self-service, and create a system fit for rapid iteration and growth.

UX research and customer journey mapping for AIS postpaid SIM platform, showcasing sitemap diagrams, competitive benchmarking, wireframes, and stakeholder presentation slides

We mapped the existing digital ecosystem to uncover gaps, bottlenecks, and inconsistencies across the AIS customer journey.

Our Approach

Turning research into action across the full
digital journey

To deeply understand user behaviour, we conducted 
a multi-layered research process combining ethnographic studies, journey mapping, stakeholder interviews, and competitor benchmarking. 
These activities helped uncover over 200 usability issues and highlighted key friction points in discovery, comparison, and self-service flows.

Competitor Journey Audits

6

Customer and stakeholder interviews

10+

Usability issues identified via heuristic evaluation

200+

  • I just want to buy a plan and know what i'm getting but why does it feel so complicated right now?

    - Customer insight from ethnographic interview

  • It looks like three different websites were stitched together. I never know if i'm in the right places.

    - Mid-level enterprise user, on the legacy portal

  • I end up calling support because the flow just... disappears on mobile halfway.

    - Customer on usability issue with checkout.

Comprehensive UX design system for AIS 5G platform, featuring UI wireframes, brand tone of voice guidelines, mobile screen flows, and digital campaign assets for iPhone promotion.

We defined holistic screenflows and design principles to unify the customer journey—visually and experientially.

Designing the Experience

Crafting a unified, 
intuitive platform 
grounded in simplicity

We reimagined the AIS experience around clarity and autonomy—allowing users to discover, compare, and manage telco services effortlessly. Key flows were redesigned to reduce cognitive load, while the design system ensured consistency and scalability across touchpoints.

  • Modular product comparison and 
self-service flows

  • UI components built for reuse across platforms

  • Visual hierarchy optimized for quick scanning

  • Consistent interactions across mobile and web

We translated strategy into screen—crafting an intuitive, visual-first interface across the entire user journey.

Bringing the Brand to Life

Digital design rooted in trust, clarity, and future-readiness

Inspired by AIS’s legacy and forward-looking vision, we designed a digital-first UI system grounded in clarity and confidence. The interface is modular, responsive, and accessible—equipped to scale with evolving business needs while empowering users with intuitive, frictionless interactions.

  • Components built for consistency and reuse

  • Streamlined flows with progressive disclosure

  • Optimized for both visual clarity and conversion

  • Color and type calibrated for accessibility

A scalable and unified design system built to ensure visual consistency, accessibility, and efficient UI development across AIS’s digital platforms.

We designed a mobile-first experience that empowers users to explore, compare, and purchase with confidence.

The results

The newly launched omnichannel platform created meaningful improvements in both customer engagement and business efficiency:


  • Improved customer satisfaction scores (NPS) 
across digital touchpoints

  • A scalable foundation for future AIS product 
and service rollouts

A seamless experience built for scale and satisfaction

reduction in purchase
journey drop-off

30%

Accelerated design velocity across 3 platform using reusable DLS

40%

+45% in completed purchases, a 38% drop in checkout drop-offs, and 60% more customers using self-service. The results spoke louder than the pixels.

Moving Forward

Leading the next wave of
telco transformation

Through close collaboration and shared vision, AIS and Accenture transformed a fragmented telco experience into a unified, customer-first platform.

This project sets the foundation for AIS’s continued digital evolution
—one built on empathy, clarity, and scale.