Superloop has won an Australian Good Design Award for its self-service app, recognised in the Digital Design - Apps and Software category.
The award adds external recognition to Superloop's push to move routine customer service tasks from contact centres to digital self-service. Judges highlighted tools including Refreshify and Moving Home as examples of that approach.
The Australian Good Design Awards are one of the country's longest-running design programmes, assessing entries across more than 30 categories and 13 broader disciplines. An independent panel of Australian and international design specialists judges projects against criteria including design quality, innovation and impact.
Judges said the app addressed a long-standing problem in telecommunications, where customers often face opaque processes and high effort when managing services or resolving issues. They focused on how the app translated operational processes into clearer customer workflows.
In the published jury citation, the panel said: "The Jury recognises Superloop App 2.0 for transforming traditionally frustrating telco interactions into clear, self-service experiences that reduce customer effort and increase transparency. Features such as Refreshify and the Moving Home journey demonstrate a strong understanding of customer needs, translating operational complexity into simple, actionable workflows. The Jury was impressed by the compelling evidence of impact, including significant reductions in support demand, improved customer satisfaction scores, and strong adoption growth. The design successfully addresses real customer pain points through thoughtful, research-led development, delivering measurable commercial and customer experience benefits. The Jury congratulates the team on creating an exemplary piece of customer-centred digital design."
The recognition also reflects a wider shift in the telecoms sector, where operators are investing in apps and automated digital channels to handle tasks that previously required phone calls or manual back-office intervention. For providers, that can reduce support volumes and costs. For customers, it can shorten wait times and provide greater visibility over service changes.
Superloop said the app was designed in Australia by its team with Newpath and commissioned internally. The company has been expanding its retail and infrastructure presence in the local telecoms market, serving consumer, business and wholesale customers through brands including Superloop and Exetel.
Design focus
The award was presented under the broader theme of "Design that Leads", which Good Design Australia used to frame this year's programme around the role of design in responding to economic, technological and social change. In that context, digital service design has become a more visible area of competition as companies seek to simplify complex customer journeys.
Rachel Wye, Managing Director, Good Design Australia, commented on the overall field of winners. "Design is an important economic and social capability. It influences the products we create, the services we rely on, the policies we develop and the way organisations respond to complex problems," Wye said.
She added: "This year's Award winners are addressing energy costs, healthcare, environmental degradation, artificial intelligence, disaster preparedness, accessibility and community wellbeing.
"Australia has an extraordinary design community and an opportunity to use that capability to strengthen our economy, improve lives and build industries that can compete internationally."
Founded in 2014, Superloop is listed on the ASX and operates across connectivity, fibre, subsea cable and fixed wireless assets, as well as software platforms used in its service delivery. It also runs fibre-to-the-premises and managed Wi-Fi networks in residential and commercial communities through its Smart Communities business, while Neoloop offers access to those fibre networks for other retail service providers.
The latest award suggests customer-facing software is becoming a more prominent way for telecoms groups to differentiate themselves in a market where network access products can otherwise appear similar. The judging comments also indicate that measurable operational outcomes, not just interface design, are becoming central to how digital products are assessed.
Established in 1958, the Australian Good Design Awards recognise work across areas including Built Environment, Communication Design, Concept Design, Digital Design, Design Research, Design Strategy, Engineering Design, Fashion and Textiles, Policy Design, Product Design, Service Design and Social Impact.
For Superloop, the judges' emphasis was on customer control, transparency and lower support demand, alongside what they described as "strong adoption growth".