Role
Lead UX Designer
Industry
Telco
Background
TELUS, a prominent Canadian telecommunications company, provides an extensive array of services, encompassing internet access, home streaming, and home security, catering to diverse customer needs.
When customers opt for TELUS Internet or TV streaming, they are presented with the flexibility to select between a month-to-month plan or an enticing discounted 2-year fixed-term contract. As the 2-year fixed-term contract approaches its conclusion, customers are encouraged to consider renewing and transitioning to an annual fixed-term plan. Furthermore, month-to-month customers receive periodic offers enticing them to shift to a fixed-term plan, offering flexibility and value throughout their subscription journey.
The Challenge
The Challenge
TELUS call centre agents encountered a significant challenge when confronted with a surge in customers seeking contract renewals and rate negotiations.
This influx of customer requests resulted in prolonged call wait times and a decline in overall customer satisfaction. A notable portion of TELUS's loyal, long-term clientele believed that direct negotiations with call center agents were the most effective means of securing optimal renewal terms, citing previous experiences where phone-based negotiations had yielded discounts. However, this preferred approach inadvertently hampered TELUS's ability to explore cross-selling and upselling opportunities for their ever-expanding range of products and services.
Tasks
UX Design
UI Design
Wire-framing
Prototyping
Journey Mapping
User Research
User Interviewing
A/B Testing
UI Design
Wire-framing
Prototyping
Journey Mapping
User Research
User Interviewing
A/B Testing
Goals
Increase conversion rates on four key journeys by improving the user experience and design to guide users effectively.
Reduce call volume by implementing self-service features and user-centric design solutions.
Streamline the contract renewal process for customers by simplifying interfaces and enhancing clarity.
Improve customer understanding and trust through engaging content that communicates value and assures customers of the best available deals.
The Opportunity
How might we optimise the entire customer journey to increase conversion rates, reduce call volume, simplify renewals, and enhance customer comprehension and trust in TELUS offerings?
Guiding Principles
Personalisation
Utilise customer data to craft tailored experiences for users, enhancing relevance and engagement.
Utilise customer data to craft tailored experiences for users, enhancing relevance and engagement.
Informed Autonomy
Empower users with comprehensive information, enabling confident decision-making independently.
Empower users with comprehensive information, enabling confident decision-making independently.
Efficiency
Streamline the renewal process for a seamless, distraction-free experience, ensuring efficiency and ease of use.
Streamline the renewal process for a seamless, distraction-free experience, ensuring efficiency and ease of use.
The Process
Stakeholder Engagement
We initiated the project with internal interviews involving TELUS product owners responsible for Internet, TV streaming services, and offers. These interviews helped us align on project goals and expectations.
We initiated the project with internal interviews involving TELUS product owners responsible for Internet, TV streaming services, and offers. These interviews helped us align on project goals and expectations.
Comprehensive Survey & Customer Journey Mapping
Conducting a thorough survey involving 184 participants, we delved into customer behaviors and expectations. Analysing the existing user journey, we developed proposed journey maps tailored to different scenarios.
Conducting a thorough survey involving 184 participants, we delved into customer behaviors and expectations. Analysing the existing user journey, we developed proposed journey maps tailored to different scenarios.
Refined Prototyping
Informed by survey insights, we strategically divided the renewal journey into two segments: Internet-only plans and TV streaming services combined with Internet plans. This segmentation emphasised opportunities for up-selling and cross-selling.
Informed by survey insights, we strategically divided the renewal journey into two segments: Internet-only plans and TV streaming services combined with Internet plans. This segmentation emphasised opportunities for up-selling and cross-selling.
Usability Testing
We held usability testing sessions evaluate the effectiveness and ease of use of the renewed renewal journey, gathering direct feedback for further improvements.
We held usability testing sessions evaluate the effectiveness and ease of use of the renewed renewal journey, gathering direct feedback for further improvements.
Iterative Design Sprints
We conducted three rounds of intensive research, prototyping, user interviews, and design iterations to solidify the most effective approach for the revamped renewal journey, considering user needs and feedback.
We conducted three rounds of intensive research, prototyping, user interviews, and design iterations to solidify the most effective approach for the revamped renewal journey, considering user needs and feedback.
Continuous Learning and Adaptation
Throughout the project, unexpected customer insights emerged during interviews, prompting us to revisit the problem from fresh perspectives, enabling agile adjustments.
Throughout the project, unexpected customer insights emerged during interviews, prompting us to revisit the problem from fresh perspectives, enabling agile adjustments.
Seamless Handover and Ongoing Monitoring
Close collaboration with the engineering team ensured a smooth handover of design flows and comprehensive documentation for digital and marketing teams. Post-launch, we remained engaged, periodically gathering data and updates to ensure continued success.
Close collaboration with the engineering team ensured a smooth handover of design flows and comprehensive documentation for digital and marketing teams. Post-launch, we remained engaged, periodically gathering data and updates to ensure continued success.
User Insight
A key user insight revealed that customers often failed to establish a clear link between their own user data and the plans presented during their journey. This fragmentation caused confusion regarding the offers they encountered.
To mitigate this challenge, we strategically embedded customer data within the flow when suggesting up-sell options. By doing so, users were empowered to readily discern the correlation between their usage patterns and the recommended plans, leading to a more customized and user-centric experience.
User Insight
In our testing phase, we observed that customers could be taken aback by the rapid and straightforward flow, as they had anticipated a more extended process.
The introduction of the overview page played a crucial role in reassuring customers about what to expect from the outset. Consequently, they were pleasantly surprised to find that the process was significantly more straightforward than their initial expectations, contributing to a positive user experience.
Results
Substantial Reduction in Call Centre Volume: The implementation of the enhanced renewal journey significantly reduced call centre volume, leading to shorter wait times and improved customer satisfaction. This operational efficiency represented a substantial win for TELUS.
Significant Boost in Bundle Sales: By optimising the user experience and strategically presenting bundle offers, TELUS witnessed a substantial increase in bundle sales. This outcome not only contributed to revenue growth but also showcased the effectiveness of user-centered design in driving key business metrics.
Invaluable Periphery Research Insights: Beyond immediate project outcomes, the periphery research conducted provided invaluable insights into customer behaviour and preferences. Additionally, introducing many stakeholders to the human-centered design process proved transformative. It sparked a shift in how TELUS approached strategic planning and fostered cross-departmental collaboration, promoting a more user-centric and cohesive approach to business strategies. This holistic change marked a significant milestone in TELUS's journey toward customer-centricity.
To comply with my contractual obligations, I am unable to disclose all project details. For access to the complete case study, kindly reach out via email at renee.devalle@gmail.com
