Plans Page Redesign

Focused on simplifying the TELUS plans page to reduce friction and create a faster, more intuitive BYOD purchase journey.

What We Achieved

📈 7.7%

increase in plan rate selection

📈 768

incremental RGUs supported in 2024

💰 209k

incremental revenue growth for 2024

What I did

As the Lead Designer, my responsibilities included:

✨ Collaborating with marketing to define requirements
🔍 Conducting user research to uncover pain points
📝 Creating wireframes, mockups, and prototypes
🎨 Designing intuitive, user-friendly interfaces
🤝 Leading workshops to align stakeholders

Tools Used: 🛠️ Figma, Miro, Google Meets, Google Docs
Design System: 📐 TELUS Universal Design System

What needed solving

The current TELUS plans page creates a complex and unclear journey for customers, especially those bringing their own device (BYOD). The lack of intuitive design and streamlined steps introduces friction, causing confusion, frustration, and reduced satisfaction, which can negatively impact conversions and customer trust.

What We Aimed to Achieve

The project objectives were defined from both consumer and business perspectives to create a solution that was user-friendly and strategically impactful.

Consumer Objectives
The project aimed to improve the experience for BYOD customers by simplifying and streamlining the plan purchasing process. This included minimizing the number of steps required to complete a purchase and ensuring that pricing information remained consistent and accurate throughout the customer journey.

Business Objectives
From a business perspective, the goals focused on enhancing customer satisfaction and trust, increasing conversion rates by reducing friction in the process, and establishing clear success metrics to measure both customer experience improvements and overall project outcomes.

Recognizing the Gap

The challenge was to simplify the TELUS plans purchase flow by reducing steps, ensuring accurate real-time pricing, and creating a seamless BYOD experience with clear guidance and a structured plan.

Through collaboration with stakeholders, a review of KPIs, and in-depth user research—including interviews and competitive analysis—several pain points were uncovered:

Preference for Simplicity – Customers wanted a straightforward, relevant purchasing journey.
Lengthy Customer Journey – The existing process was overly complex, requiring 7+ steps just in the configuration stage and more than 19 steps end-to-end.

Inconsistent Pricing Information – Customers faced pricing discrepancies across different stages, leading to confusion and frustration.
Lack of Clarity in Guidance – Instructions and visuals were not always clear, making it difficult for customers to make confident decisions.

How did we do it

What We Learned from Competitors

As part of the research phase, a competitive analysis was carried out to examine how other platforms present plan cards and manage purchase flows. This study highlighted recurring UX patterns across industries, which served as a valuable reference point and foundation for shaping the redesigned TELUS experience.

What the Research Revealed

The research highlighted three key elements for a better purchase flow: clear plan information, simple step-by-step navigation, and consistent pricing. These insights informed the wireframe exploration, helping prioritize clarity, ease, and accuracy in the redesign.

Sketching the Journey

The next step involved creating wireframes to design a solution that clearly communicated plan details and pricing to customers. During this phase, multiple approaches were explored, drawing inspiration from competitor trends while incorporating established TELUS design components.

Clickable Experience

Prototypes of the new experience were developed based on the wireframes, incorporating feedback from stakeholders and colleagues. These prototypes were then tested with real users to validate the design. Animations and interactions were created and linked using Figma.

What Users Told Us

The prototypes went through multiple rounds of user testing to validate the new interface. Remote sessions were conducted via Google Meet with screen sharing, audio, and recordings for later analysis. Participants included both TELUS and non-TELUS customers, spanning different age groups, income levels, and industries outside of telecom.

Key Findings:

· Users appreciated the simplified purchase flow, which felt faster and easier.

· Clearer pricing details reduced confusion and built trust.

· Fewer steps in the process increased efficiency and satisfaction.

· Feedback suggested refining the visual hierarchy for better readability.

· Some wording needed adjustment to improve clarity and guidance.

These insights directly informed the final design iterations, ensuring the flow was not only simpler but also more intuitive and trustworthy. Adjustments to visual hierarchy and content clarity

What We Created

The final designs reflect key iterations shaped by user feedback. As shown below, the updated plan cards were refined using the TELUS design system to ensure clarity, consistency, and usability.

Handoff & Alignment

Design Documentation
Figma pages were prepared to document the new layout changes for developers. These included component positioning, precise spacing specifications, functional annotations, tabbing order, and accessibility guidelines.

Content Governance
A content governance document was developed in collaboration with the content team, serving as a single source of truth for marketing and development teams to ensure consistency and alignment across the project.