Telus Assist

Telus Assist is a customer support software that connects customers to a 24/7 virtual assistant, to help them find information or manage their account. If the virtual assistant can't help, it will connect the user to a live agent.

    • Design Strategy

    • User Journeys

    • UI Design

    • Conversational UI

    • Design System Library

    • Joe Chamoun - Senior Project Manager

    • Chedy Usita - Analytics

    • Elena Verling - Senior Product Designer

    • Stefan Soc - Lead Tech Developer

    • Susan Zhang - Developer

    • Brent Godsoe - Developer

  • Customers who have purchased a TELUS product or service (wireless, data, IP, voice, television, entertainment, video & security)

Challenges & Opportunities

  • Poor Conversational UI

    Customer feedback indicated that the chatbot interactions were perceived as excessively time-consuming, prompting customers to express a preference for engaging with a human Agent.

  • Agents Under Pressure

    Agents faced a surge in customer inquiries, leading to heightened pressure as they worked to accommodate the increased demand. This influx resulted in a 23 minute extension of call wait times and chat interactions.

  • Public Dissatisfaction

    These factors contributed to the emergence of adverse reviews and complaints on social media, the widespread sharing of experiences that went viral, a detrimental impact on brand image, and a decline in customer trust.

Identify pain points & bottlenecks in existing conversation flows

Focusing on the most engaged user journeys within the chatbot product, I pinpointed specific pain points and bottlenecks in the conversation flow. To address these issues, I collaborated with our content designers, refining english and french chatbot responses.

Additionally, I sought valuable input from our Support Agents to improve the chatbot's effectiveness in addressing customer needs.

Upon release, I analysed user interactions and made ongoing adjustments to align with real-world usage and evolving customer requirements.

Identify pain points & bottlenecks in existing conversation flows

Focusing on the most engaged user journeys within the chatbot product, I pinpointed specific pain points and bottlenecks in the conversation flow. To address these issues, I collaborated with our content designers, refining english and french chatbot responses.

Additionally, I sought valuable input from our Support Agents to improve the chatbot's effectiveness in addressing customer needs.

Upon release, I analyzed user interactions and made ongoing adjustments to align with real-world usage and evolving customer requirements.

Combined with user friendly features

Approaching the enhancement of conversational UI as a continuous process, I consistently gathered feedback, scrutinised user interactions, and made ongoing adjustments based on practical usage and the changing needs of our customers.

As part of this initiative, I introduced user-friendly features such as quick replies, clear navigation options, and visual elements to enrich the overall user experience and facilitate smoother navigation through the conversation.

In my effort to expedite responses, I revamped visual elements, incorporating imagery strategically to guide users more effectively throughout the conversation.

Additionally, the refreshed branding not only addressed numerous accessibility issues but also included improvements such as icon title tags, color contrast approvals, adherence to minimum font size, color, and weight standards, as well as optimized CTA content.

I conceived and executed a chatbot and agent design library seamlessly incorporated into the Telus Design System.

Chatbot & Agent Design System Components

Business Impact

  • Improved Conversational UI

    Customer feedback indicated that chatbot interactions were quick and efficient, reducing the need to engage with a human Agent.

  • Increased Agent Productivity

    Agents experienced a decrease in customer inquiries, leading to reduced pressure as they managed a decline in demand.

  • Public Satisfaction

    These factors contributed to the emergence of positive reviews and praise on social media, a beneficial impact on brand image and trust.