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 Lead Designer, I owned the experience end to end:
✨ Partnered with Marketing to define business requirements and promotional constraints
🔍 Led user research to uncover friction points in the BYOD journey
📝 Designed wireframes, high-fidelity mockups, and interactive prototypes
🎨 Shaped the visual hierarchy and interaction patterns using the TELUS Design System
🤝 Facilitated cross-functional workshops to align Product, Marketing, Engineering, and Analytics
Tools Used: 🛠️ Figma, Miro, Google Meets, Google Docs
Design System: 📐 TELUS Universal Design System
The Problem I Set Out to Solve
The existing TELUS Plans page made plan selection feel heavier than it needed to be—especially for BYOD customers. Through analytics reviews and customer feedback, I identified several core issues:
Too many steps before users felt confident selecting a plan
Inconsistent pricing surfaced at different stages of the journey
Weak guidance and visual hierarchy made comparisons difficult
High friction translated into confusion, frustration, and drop-offs
This wasn’t just a usability problem—it was a trust problem.
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
Reduce the number of steps required to select and purchase a plan
Present pricing clearly and consistently across the journey
Help customers feel confident they were choosing the right plan, not just a plan
Business Objectives
Increase plan selection and BYOD conversion
Improve customer trust and satisfaction
Establish clear success metrics tied to funnel performance and revenue impact
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.
I reframed the challenge as a decision-making problem, not a layout problem.
By reviewing KPIs, call-center logs, and funnel analytics—and validating them through user research—I identified where customers hesitated:
7+ steps just to configure a plan
19+ steps end-to-end in the BYOD flow
Pricing discrepancies between plan cards, configuration, and checkout
Lack of clear “what happens next” guidance
Customers weren’t rejecting TELUS plans—they were getting stuck trying to understand them.
The Process
Competitive Analysis: What I Learned
I conducted a competitive review across telecom, fintech, and subscription-based products to understand how other platforms support fast, confident decisions.
Patterns that stood out
Strong plan cards act as decision tools, not marketing containers
Step-by-step progression outperformed all-at-once configuration
Pricing consistency was treated as non-negotiable
Why this mattered
It confirmed that clarity—not feature density—was the differentiator. I used these patterns as a baseline while adapting them to TELUS brand and system constraints.
What the Research Revealed
I conducted user research with 12 BYOD-focused participants, including both TELUS and non-TELUS customersacross varied age groups and income levels.
The research showed that customers wanted fewer choices presented more clearly, not more filters. Price transparency mattered more than promotions, and long, multi-step configuration flows reduced confidence—even when pricing was competitive. Users preferred making a confident decision early rather than adjusting later.
These insights shaped three core design principles: clear plan information, simple step-by-step navigation, and consistent pricing. They directly guided how aggressively I simplified the flow and prioritized clarity and ease in the redesign.
Sketching the Journey
The next step involved creating wireframes I explored multiple wireframe approaches focused on:
Surfacing the most important plan attributes first
Reducing visual noise inside plan cards
Structuring the flow so users always knew where they were and what came next
Why this approach
Users needed help deciding, not browsing endlessly. I intentionally limited visible options to reduce choice paralysis.
Clickable Prototypes
I built interactive prototypes in Figma to:
Validate the new flow with real users
Test plan card clarity, pricing comprehension, and progression logic
Align stakeholders early through tangible artifacts
Pain points addressed
Confusion around pricing breakdowns
Uncertainty about next steps
Perceived effort required to complete BYOD
What Users Told Us
I led multiple rounds of remote user testing via Google Meet to validate the new interface, testing with TELUS and non-TELUS customers across diverse age groups, income levels, and industries.
Key Findings:
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Simplified flow felt “lighter” and more intuitive
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Pricing clarity significantly reduced confusion
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Reduced steps increased satisfaction and efficiency
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Visual hierarchy improvements improved scannability
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Copy refinements improved guidance and reassurance
Each finding directly informed final design iterations.
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 I Created
The final plans page:
Uses refined plan cards designed as comparison tools
Maintains pricing consistency from selection through checkout
Reduces steps while preserving flexibility
Leverages TELUS Design System components for scalability
Every design decision was grounded in user evidence and tied back to business outcomes.
Handoff & Alignment
Design Documentation
I created detailed design documentation in Figma to support accurate implementation, covering layout changes, component positioning, spacing specs, interaction notes, tab order, and accessibility requirements.
Content Governance
To prevent content drift, I co-created a content governance framework with the content team, aligning marketing and development around a single, authoritative source of truth
Final Thoughts
This project reinforced a core belief: simplicity is a design decision, not a visual style. By removing unnecessary steps and clarifying pricing early, I helped customers move forward with confidence instead of doubt.
Current Status
The redesigned Plans page is live and actively supporting TELUS’s BYOD strategy.
Expected & Realized Impact
Higher plan selection rates
Increased RGUs and revenue
Reduced friction and stronger customer trust
Key Learnings
Fewer choices, presented clearly, outperform complex configurators
Pricing clarity is a trust accelerator
Designing for confidence directly drives conversion
This project sharpened my approach to designing high-stakes, revenue-critical journeys—where clarity, trust, and speed must work together.
© 2025 | Fenil Shah