TELUS Website 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
Perform a thorough content audit, covering web content, URLs, SEO, page data, and copy.
Utilize Optimal Workshop for user research, leveraging the data to inform information architecture (IA) and navigation choices.
Redesign the website, incorporating new content hierarchy models, information architecture, and segment considerations.
Part I - Discovery
-
Content Audit
The content audit of the Telus.com/business page included copy, headers, CTAs,URLs, and site data like page visits, and average time on page. This comprehensive type of content audit was crucial for a website overhaul.
-
User Research Sample
We used Optimal Workshop's tree testing method to identify why and where people got lost on the website. The insights provided by the research informed the new navigation and page categories.
Part II - Design
-
Copy Deck
A detailed version of the website's updated copy outlining element type, sections, headlines, body copy, and CTAs.
-
Sitemap
Creating a comprehensive sitemap that outlines the structure and content of each page. This includes defining page categories, dropdown menu items, specifying copy requirements, copy status, and monitoring word count.
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.
