Telus Business Navigation
About
Navigation Redesign
Industry
Telecommunications
Category
Information Architecture, UX Research, Wayfinding
Challenge
Telus.com/business is the destination for business customers seeking telecommunications solutions ranging from mobility, to internet, security, and cloud services. However, the website's extensive range of products and content often led users to feel overwhelmed and disoriented. To improve user experience, we reorganized the website using information architecture models, navigation enhancements, research, and data analysis. Our goal was to create a seamless and intuitive interface that simplifies finding the right solutions for each business's needs.
Process Summary
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Perform a thorough content audit, covering web content, URLs, SEO, page data, and copy.
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Utilize Optimal Workshop for user research, leveraging the data to inform information architecture (IA) and navigation choices.
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Redesign the website, incorporating new content hierarchy models, information architecture, and segment considerations.
Part I - Discovery
Part II - Design
Solution
The redesigned TELUS.com/business website embraced a segmented approach, catering to the unique requirements of small businesses compared to medium to large enterprises. By strategically organizing products based on these segments, we streamlined navigation and decluttered content, resulting in a highly user-friendly experience. The website revamp led to notable improvements in overall usability, with metrics such as an increase in average time on page, a decrease in bounce rate and call offloading, and a rise in conversion rates.
Project team
Product Design: Steph Lao, Doug Limin
Content Design: Rob Walker, Justin Apresto
Product Owner: Allison Coggins
Data: Ricky Mistry