My TELUS Overview Redesign
Industry
Telecommunications
About
Homepage Redesign
Category
Information Architecture, Content Hierarchy, User Research, UX Writing
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
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
Hidden Features
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
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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.
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Content 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.
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User Research
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
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Design Thinking
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.
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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.
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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.
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Feedback Collection
After sharing the low-fidelity mock ups and wireframes, feedback was collected and organized by teams and sections 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.
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.