TELUS

Digital Shopping Experience

Product design
UI / web design
UX & strategy

This project was created during my time at WillowTree.
The objective of this project was to reimagine the current TELUS bundle builder shopping experience by improving the user journey and structure of the existing flow.

Our design recommendations included improving experience discoverability, simplification of pathways, and transparency of services and pricing.

Details
COMPANY

TELUS is one of the leading telecommunications companies in Canada, providing services such as internet, phone, and more.

ROLE

My role was to enhance the digital shopping experience on the TELUS website and current customer journeys by leveraging existing data on TELUS products and implementing strategic suggestions from competitive analyses.

Goals

Streamline path to purchase

Simplify way-finding

Drive revenue with new customer activation and current customer add-ons

Decrease cart abandonment

Reduce internal costs due to call centre volume

Current user journey

Recommended user journey

“Bring-Your-Own-Device”

In addition to the ‘Build Your Own’ shopping experience, we also experimented with optimizing the current Bring-Your-Own-Device flow for net-new customer activations of mobile lines.

This included creating a new separate experience which allows prospective customers to browse available mobile plans that fit their needs, easily convert to TELUS if they already have a device, and optionally select add-ons or bundles.

Recommendations

improve navigation clarity to maintain clear orientation and way-finding across experience

create simple self-service to ensure prospective customer’s have capacity to autonomously serve themselves throughout the experience

introduce frictionless plan selection and payment for user’s ability to add with ease

elevate differentiation as innovation to surpass competitor experiences

Mobile screens of the ‘bring-your-own-device’ smart wizard