My TELUS Overview Redesign

About

Homepage redesign

Industry

Telecommunications

Challenge

With over 4.2m My TELUS profiles, the highly-trafficked Overview page is the gateway for TELUS customers to access and manage their telecommunications accounts.

For the Overview page redesign, we focused on these 5 problems to be solved:

Slow Loading

Current content and design contribute to slow loading speeds (5.4 sec), while best practice is around 3 seconds

Billing Issues

Customer complaints about viewing and paying bills make up 13% of My TELUS VOC

Information Overload

Too much information on Overview is causing navigation and findability issues, leading to key info being glossed over or ignored

Scroll Depth

Only 20% of users who landed on overview in the last 30 days used the scroll function. Bottom sections do not get proper visibility

Hidden Features

Customers are unaware of new features being launched in My TELUS, which are often hidden within the product pages. Other teams are requesting a solution for wayfinding

Process Summary

Identify the problem through a current state review leveraging data and analytics, user research and stakeholder interviews

Solution these problems through collaborative design and testing

Develop and roll out to smaller segments, while collecting learnings and releasing to more segments

Part I - Discovery

Project timeline: The project's strategic approach and timeline from discovery to launch. This included customer and stakeholder interviews, data analysis, wireframing and visual design, content, build and launch.

Zone mapping: With an aim to declutter the page, we completed a content audit to differentiate between navigation, management features, and marketing, determining their priority and space allocation on the page.

User research sample: Using a prototype of the current Overview page, we conducted both moderated and unmoderated user interviews to understand current pain points, self-serve priorities, findability and content hierarchy.

Part II - Design

Design thinking process: We conducted ideation and design jams with cross-functional teams at TELUS Digital. To foster creativity we incorporated ideas through exercises like Hopes & Fears and Crazy 8's.

Content strategy: By defining the archetypes I was able to create our north star personalization strategy. This identified opportunities to customize what the user sees based on their profile type and their specific needs at each stage of their journey. E.g. The Newbie will require more help content, onboarding flows, offers, etc., while The Experienced Business Owner might need to see links to manage their subscribers, Download PDFs, Overage tracking, etc.

Wireframing: Starting the designs with low-fidelity wireframing. This is an important step in defining the content elements, design components, information architecture, page structure and hierarchy.

Feedback: After sharing the low-fidelity mock ups and wireframes, feedback was collected and organized by team and section in order to complete usability testing, achieve full stakeholder approval and move onto finalizing visual design and content.

Solution

The redesigned Overview page made the experience more delightful to TELUS customers by reducing page load times, improving findability, driving self-serve activities and enhancing page performance.

Guiding Principles:

Simplicity. Overview should be a jumping off point, not a one-stop shop.
Clarity. Provide relevant information so customers can understand and navigate to complete their top actions easily.
Speed. Page should use fewer links and API calls to reduce load times.
Personalization. Build page elements where data science technology can be applied to create personalized experiences.

Key Insights:

8% of 4.2m My TELUS profiles saw the new designs, targeting 50% of 930k Business profiles.
99.4% chose to stay on the new experience.
High-value self-serve actions saw an increase of +21% and a +60% increase in daily data top-ups. Proving that great UX offloads calls and increases revenue.

Project team

Product Design: Jess Sanson

Product Owner: Palak Nayyar

Engingeering: Mahedi Polara, Ally Hui, Umair Ahmad