Overview
Managed and unmanaged business internet are core products within the Telus Business portfolio which was identified as needing new strategy and design to accelerate leads and sales in 2023. As the previous pages were using the old design system, it was important that the look and feel of the pages are updated to reflect the new strategy and updated design system. I worked on this project from July - December 2023.
My role
I was the product designer on this project involved in planning, strategy, wireframing and designing. I collaborated with the content team, design lead and marketing stakeholders throughout the project.
Team: 1 designer, 1 content strategist, 1 content manager, 1 product owner
Problem
Managed and unmanaged business internet pages needed to be redesigned and the strategy revisited to accelerate leads and sales for these products. Both products are core products within the Telus Business solutions portfolio. As of December 2022, 63% of commercial billers have internet services with Telus. The look and feel of the pages were outdated and used the old Telus design system. It also did not generate enough interest to retain leads and generate sales. To remain competitive in this space, it was asked that we rethink the strategy, market positioning and design of these pages.
Research & wireframing
I collaborated heavily with our content team for the entirety of this project. Using analytics data, we identified a need to keep the two product pages separate rather than combining them into one page as initially suggested by marketing. Page performance was strong enough per product page and there was no data to show that combining pages would lead to increased leads and traffic. Market research was also conducted to address stakeholder concerns that Telus was not positioning themselves strongly enough within the commercial internet space. By comparing and contrasting various business internet providers in North America, we were able to suggest a strategy and subsequent design recommendations to our marketing stakeholders.
There were multiple wireframing and stakeholder feedback rounds to ensure all issues and points were addressed. Throughout these rounds, we identified common themes that stakeholders wanted these pages to convey to customers:
1. “Why choose Telus?” - the importance of showing through content and design to customers why Telus is the obvious choice for their internet needs
2. Provide clear information on the difference between managed and unmanaged business internet products for the customers’ business needs
3. Layout enough information for the customer to start a conversation with a sales representative
Solution
Three pages were created and refreshed for the new strategy and design. One example of the before and after of the explore page is shown in the images below. There was also the addition of a sticky bar to the product pages to direct customers to schedule a sales callback to improve usability and visibility as the customer is scrolling down the page.
Explore - a wayfinding page to direct the customers to products page and to showcase Telus’ accolades as to why Telus is the clear choice for your internet needs
Business Internet - product page with summary, plan cards, product value and features
Managed Internet - product page with summary, product value and features
