Device & Accessories Catalogue Redesign

TELUS embarked on a strategic overhaul of its device and accessory catalogues to meet evolving consumer demands and industry dynamics

The Impact

📉 14.7%

Decrease in support tickets and call

📈 8.1%

Increase in traffic to product details page

⚡️ 14.3%

Increase conversion of user landing to our configure page from the catalogue pages

My Role

🔬 Research
🎨 Building wire-frames and prototypes
🖍️ Created and maintained components for the Design system
💡️ Facilitating design workshops
📲 User Testing

Tools used: Figma, FigJam, Miro, Google Meets, Google Docs  

Design System: TELUS Universal Design System

The Problem

Poorly designed filters, busy product cards, and scattered promotions combined to create confusion for customers. This confusion eventually showed up in the rising funnel drop-off rates.

Objectives in Focus

The reimagining of the device catalogue centered on addressing both customer needs and business objectives. As a core element of one of the flagship experiences, the catalogue required a balance between usability and long-term growth. Insights from market research, user feedback, and design thinking helped establish clear goals for the rebuild.

Consumer Goal

The goal was to make browsing and selecting devices simpler and more intuitive. Clean filters, uncluttered layouts, and consistent information were essential to reducing friction and building confidence, supported by the newly established design system.

Business Goal

The goal was to build a scalable, future-ready catalogue. The rebuild streamlined performance, reduced funnel drop-offs, and improved engagement—helping to boost conversions and strengthen a flagship digital experience.

The Process

Research & Discovery

To build a stronger, more user-friendly catalogue, the process began with in-depth research and a thorough evaluation of the existing experience.

Competitive Analysis:
The process started with a competitive analysis of accessories, catalogues, and filtering experiences to understand industry standards and identify opportunities for differentiation. This helped uncover best practices, gaps in the market, and potential strategies to improve the overall browsing and selection experience.

Design Audit:
Following this, a comprehensive design audit was conducted to evaluate the user interface, overall user experience, and visual aesthetics. The audit reviewed layout, color schemes, typography, navigation structure, interaction patterns, branding consistency, and the user journey, highlighting pain points and key areas for improvement from the previous catalogue experience.

Key Findings

Research identified key pain points in the accessories catalogue that needed improvement:

🔍 Filtering system was out of date

🔍 Promotions was lacking clarity

🔍 Lack of content hierarchy was leading to cognitive overload

🔍 Inconsistent visual was leading to confusion

These insights guided the redesign of the catalogue.

Wireframe Exploration

The research insights directly informed the wireframe design exploration, drawing inspiration from contemporary trends and existing TELUS component patterns. Key changes included:

🖍️ Redesigning filters to improve usability.

🔬 Reorganizing product cards into a single-column layout for clarity, streamlined information, and consistent pricing and promotions.

🎨 Applying large imagery and strategic whitespace to emphasize accessory categories and guide users through the catalogue.

As part of the exploration, we also developed initial wireframes for the Accessories landing page, testing a marketing-led layout that highlighted top products, categories, promotions, and TELUS’s Social Purpose initiatives to create a more engaging and purpose-driven experience.

Designing Through Real Feedback

The mobile end-to-end journey went through several rounds of user testing to ensure the interface worked well with real people. Feedback on content and design played a key role in refining and simplifying the final product.

Key Findings:

🔍 Users found the flow straightforward and easy to follow

🔍 The spotlighting of top products, categories, and promotions was well-received

🔍 Product details and the refined filtering process were clear and useful

Testing Details:

📲 Format: Figma prototype on mobile

🖌️ Environment: Remote sessions via Google Meet with screen sharing and recordings

⭐️ Participants: Mix of TELUS and non-TELUS customers across various ages, incomes, and industries (excluding telecom)

From Clutter to Clarity: The Final Designs

Expanding on the accessories redesign, we revamped the mobility device catalog to better handle its higher volume of promotions. Promo cards were integrated directly into device listings, with a clear information hierarchy to keep the layout simple and scannable. This approach allowed promotions and incentives to be spotlighted without overwhelming the browsing experience.