Case Study: StarHub

Client Needs With the continued growth of Chinese travelers visiting Singapore, StarHub sought to provide a more convenient and localized way for Chinese visitors to discover, purchase, and use travel SIM cards in Singapore. Traditional websites and third-party platforms had limited reach and conversion among Chinese users. StarHub aimed to leverage the WeChat ecosystem to create an official digital channel aligned with Chinese travelers’ mobile habits, improving accessibility, trust, and conversion. Fooyo’s Capabilities Fooyo designed and developed an official WeChat Mini Program for StarHub, optimized around the end-to-end travel journey of Chinese visitors. Key capabilities included: - China-ready UX/UI design and fully localized English & Chinese content - Clear presentation of travel SIM card products and plan comparisons - A guided user flow to reduce decision friction and improve conversion - Seamless alignment with on-arrival pickup and usage scenarios - Architecture compliant with WeChat platform standards and cross-border user expectations Deliverables & Outcomes The Mini Program became a key official touchpoint for StarHub’s engagement with Chinese travelers, enabling users to discover and evaluate Singapore travel SIM cards directly within WeChat. The solution delivered measurable improvements in: - Awareness and trust of StarHub’s travel SIM offerings among Chinese visitors - Clarity of the purchase journey and overall user experience - Conversion efficiency through a simplified, mobile-first flow This project demonstrated the effectiveness of WeChat Mini Programs as a critical pre-arrival and in-destination digital channel for Chinese outbound travelers, providing a scalable reference model for telecom, travel, and cross-border service providers.