Background

Background

As part of the TELUS Digital team, I was embedded as a senior UI designer to enhance the user experience of the TELUS Home Security Systems web ecosystem. Working within an agile project management framework, our multidisciplinary team included a product owner, project manager, copywriter, designer, and team of developers. We also consulted with design system managers, UX designers, and the TELUS design review board.

The project aimed to address a dip in check-outs, encourage bundle purchases and improve the overall digital experience for TELUS Home Security Systems. Our key objectives were to streamline the user journey, optimize the webpage's design, and Increase user engagement.

As part of the TELUS Digital team, I was embedded as a senior UI designer to enhance the user experience of the TELUS Home Security Systems web ecosystem. Working within an agile project management framework, our multidisciplinary team included a product owner, project manager, copywriter, designer, and team of developers. We also consulted with design system managers, UX designers, and the TELUS design review board.

The project aimed to address a dip in check-outs, encourage bundle purchases and improve the overall digital experience for TELUS Home Security Systems. Our key objectives were to streamline the user journey, optimize the webpage's design, and Increase user engagement.
 

Key Challenges

Key Challenges

Assess the existing webpage and identify areas for improvement. Increase adoption and enhance user engagement to increase conversion rates. Unify user experience by ensuring a cohesive and intuitive design across all user interactions.

Increase adoption and enhance user engagement to increase conversion rates. Unify user experience by ensuring a cohesive and intuitive design across all user interactions.

Research and Analysis

Research and Analysis

We began with a comprehensive competitive analysis of industry standards and best practices. Key findings included placement of critical call-to-actions (CTAs) compelling language and imagery, and length of page alongside user interest modules.

We began with a comprehensive competitive analysis of industry standards and best practices. Key findings included placement of critical call-to-actions (CTAs) compelling language and imagery, and length of page alongside user interest modules.

Prototyping

Prototyping

Collaborating with the UX team, we leveraged insights from research and we developed several high-fidelity wireframes and design prototypes to improve the webpage’s user experience. Key proposals included enhancing UI Elements. Particularly leveraging white space more effectively and CTAs to improve visibility and user interaction.
We also changed the hierarchy flow. Focusing on the integration of message hierarchy that matched the concerns of the user. We also adjust imagery to create a more inviting flow for the user that explained the products more succinctly. 

Collaborating with the UX team, we leveraged insights from research and we developed several high-fidelity wireframes and design prototypes to improve the webpage’s user experience. Key proposals included enhancing UI Elements. Particularly leveraging white space more effectively and CTAs to improve visibility and user interaction.
We also changed the hierarchy flow. Focusing on the integration of message hierarchy that matched the concerns of the user. We also adjust imagery to create a more inviting flow for the user that explained the products more succinctly. 
 

Finalizing Design and Interaction

Finalizing Design and Interaction

Based on the TELUS design review board's feedback, I finalized the design, incorporating high-fidelity elements that were part of the TELUS design system and ported the project to the development team. 

Based on the TELUS design review board's feedback, I finalized the design, incorporating high-fidelity elements that were part of the TELUS design system and ported the project to the development team. 
 

Results

Results

Post-launch metrics indicated significant improvements. Increased time on page, higher conversion rates, and user interaction on page.

This project not only enhanced the user experience for TELUS Home Security Systems but also demonstrated the effectiveness of a user-centered design approach in driving engagement and conversions.

Post-launch metrics indicated significant improvements. Increased time on page, higher conversion rates, and user interaction on page.

This project not only enhanced the user experience for TELUS Home Security Systems but also demonstrated the effectiveness of a user-centered design approach in driving engagement and conversions.
 

Role: Senior UI Designer
Client: TELUS (embed contract)
Agency: Pound & Grain

Role: Senior UI Designer
Client: TELUS (embed contract)
Agency: Pound & Grain