Telus Support

Telus Support provides an online help centre for customers. The website enables customers to self-serve their device, service or account issues, rather than relying on agents.

    • Design Strategy

    • User Journeys

    • UI Design

    • Responsive CMS website

    • Design System Library

    • Ankur Oberoi - Product Manager

    • Andrew Lam - Lead Developer

    • Kushal Jain - Developer

    • Elena Verling - Senior Product Designer

    • Emmanuel Ponce - Content Manager

    • Ravika Singh - Content Manager

    • Chedy Usita - Analytics

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

Challenges & Opportunities

  • Bad Publicity

    Increase in social media complaints & bad publicity.

  • Reduced Productivity

    Reduced Customer Support Agents productivity & increased stress.

  • Increased Wait Time

    Caller wait time had increased to 23 minutes.

  • Poor UX

    Only 11% of users could self-serve their issues.

  • Customer Frustration

    Usability issues of site led to customer frustration.

  • Increase in Calls

    Increase in calls to Customer Support Agents by 31%.

We were providing bad customer service. The support website had no structure or organisation to how the information was displayed, so customers could rarely find the help they needed.

To understand our user needs and pain points, feedback was gathered from our Customer Support Agents, ‘Voice of Customer’ survey found at the bottom of every Telus page, and negative social media comments. From this I could define our metrics of success and OKRs.

Collect qualitative data of post-sale consumer journeys & conduct audit of existing site

Areas to improve

  • Define working principles: Simple & Empathetic

  • Highlight areas to improve, collaborate & delegate

  • Introduce best practices to the team

  • Refine sitemap with a card sort

  • Create lo-fidelity wireframes

  • Focus on areas to improve: user & problem focus
    structure, interaction design and visual design

Mobile UI

  • Homepage

    Once a user is logged in, we can personalise the content displayed so it only shows relevant products and service we know the user has purchased.

  • Card collection

    Cards that don’t have a high priority action are displayed together in a horizontal row at the bottom of the page.

  • Primary product page

    Content was stripped down and paired with a mix of product and lifestyle imagery. Headers were short and snappy with a helpful tone, and large convoluted paragraphs of marketing text were scrapped. This enabled our users to quickly scan for product names or images.

  • Article lists

    Creating a simple and empathetic experience through our tone of voice and visual cues was key. We knew most users arrived at each page feeling frustrated, so our content and imagery needed to be concise and friendly.

  • New user flow

    An additional 4 pages were added to the user flow to help transition the customer from one section to the next. The new user path now went from homepage - product landing page - option of 4 sub pages - article page.

  • Secondary page

    At the bottom of every article page was a list of similar product help pages, enabling the user to continue searching for similar pages rather than ending their journey.

  • Secondary page

    I made the decision to keep any key CTAs visible rather than hiding them in a dropdown. These four new pages are visible on almost every product and service page, so the user becomes familiar with the pattern of each page.

  • Secondary page

    Not all products and services were available across Canada, so depending on your IP address, only certain products would now be visible.

  • Article template

    The article template now had a much shorter amount of content, with clear hierarchy and visual interest. At the end of each article we ask whether this ‘article helped’. This is a good way for our content managers to see how effective certain pages are, and whether they need to be replaced or rewritten.

93% of customers are likely to make repeat purchases with companies that offer excellent customer service.

Prototype

Business Impact

  • Better Publicity

    Reduction in social media complaints & bad publicity.

  • Increased Productivity

    Increased agent productivity & reduced stress.

  • Decreased Wait Time

    Caller wait time had reduced from 23 to 5 minutes.

  • Agent Satisfaction

    84% of agents felt the new design made their jobs easier.

  • Customer Satisfaction

    Boosted customer satisfaction.

  • Decrease in Calls

    Reduced customer calls 31% to 14%.

Reflections

    • Yes. We hit our original OKRs

    • Yes. Positive impact to agent & customers

    • Yes. 4.76% decrease in ticket handling time

    • Yes. Agents could provide solutions to customers faster

  • I would connect with the SEO team sooner! Once launched, I discovered that longer titles are better for SEO. Short ‘half empty’ headers, less so. 🤫

  • Personalisation when done well, is very effective at driving repeat engagement & loyalty.