Evolving Optik TV: A Future-Ready Entertainment Experience
Problem
The Optik TV plans page was experiencing high drop-off rates, leading to lower-than-expected online sign-ups. Users struggled to navigate and understand their options, resulting in lost conversions. To address this, we needed to create an experience that seamlessly guided customers toward choosing the right plan and completing their purchase.
My Role
I envisioned and led the transformation of the Optik TV plans experience, redefining how TELUS showcases its entertainment offerings. From initial research through to launch, I drove the strategy and execution, collaborating with product, engineering, and content teams to bring a future-focused experience to life. I championed user needs while aligning the design with TELUS’ broader vision for entertainment growth. Post-launch, I initiated data-driven testing and analysis, using insights to inform ongoing optimizations. The project was completed over 4 months (June–October 2024).
Outcome & Impact
The redesign drew strong and sustained interest from users, with 62,000+ visits in the first four months
Maintaining pre-redesign funnel efficiency through a fully restructured and simplified layout validated the new design direction and content hierarchy.
Iterative optimization of call-to-actions and simplified plan comparison contributed to a 50%+ lift in monthly order conversion rates.
Improved mobile conversions through an optimized mobile layout.
A/B Testing Insights. A post-launch A/B test compared the old and new page versions, confirming improvements in user engagement and conversion rates. Based on the results, further optimizations are planned to refine design, content and navigation.
Challenges & Goals
Challenges
We had to devise different approaches for desktop and mobile viewports to ensure the best user experience for each.
Scope creep was a recurring issue, as marketing continually added additional requirements to the initial brief.
There were technical limitations that required close collaboration with the development and design system teams, particularly to ensure reusable components could be leveraged.
Goals
Increase Optik TV net adds for both new and existing Telus customers.
Simplify the pricing structure and clarify plan details for consumers, making the buying process more intuitive.
Research & Competitive Analysis
We conducted competitive research across Canadian telecom providers (Rogers, Bell) and streaming services (Netflix, Disney+). Key insights influenced our approach:
Bell enables full online purchases, unlike Rogers’ reliance on phone/live chat.
Netflix and Disney+ prioritize mobile simplicity, reducing cognitive load in plan selection.
Customer pain points in Telus’ previous flow included unclear pricing, lack of plan comparison, and hidden requirements (e.g., needing Telus internet for Optik TV).
Design Process
Wireframing & Prototyping
We created multiple wireframes and refined them through collaboration with content, marketing, and product teams. Designs prioritized a mobile-first approach, ensuring that elements weren’t simply scaled down from desktop but optimized for usability.
User Testing & Key Insights
We conducted usability tests on high-fidelity prototypes across desktop and mobile. Key findings led to impactful changes:
Clarified pricing terms (e.g., rewording “2-year price guarantee” to “pricing on a 2-year term”).
Made internet requirement explicit to prevent confusion.
Reduced vertical height of plan cards for better mobile readability.
Improved navigation between plan tabs for easier comparison.
Reflections
This project reinforced the importance of listening to our users and balancing business needs with real customer pain points. By conducting usability tests and advocating for content clarity, we ensured the redesign truly addressed customer confusion rather than just meeting internal stakeholder requests.
Based on the A/B test results, further optimizations are planned to refine design, content and navigation. We also plan to refine information architecture across Telus' entertainment ecosystem, ensuring a more cohesive and intuitive browsing experience for customers.
