Telus

Optik TV: National Iteration and Scale (V3)

Industry
Telecom
Year
2025
company
Telus

As Lead Product Designer, I led the national rollout of Telus’ Optik TV and Entertainment plans page across Eastern and Western Canada. This project evolved an MVP into a scalable, high-converting experience through a phased launch approach: we introduced the product to new markets in Eastern Canada with a V2 design, then followed with a refined V3 experience in the West that aligned with Telus' upcoming e-commerce platform changes. Over the course of seven weeks, I managed cross-regional alignment, tight timelines and backend constraints.

The new Optik TV Plans page is now live and can be viewed here (region selection in top right)

Overview

  • Role: Lead Product Designer

  • Timeline: 7 weeks (April–June 2025). We launched V2 for the Eastern region Mid May, then started work on V3 for the Western region which launched early June.

  • Scope: National redesign of the Optik TV plans PDP

  • Team: Design, Content. Product, Engineering, Marketing, ELT

After launching a regional version (V3) of our new Optik TV plans page for BC and Alberta, Telus was preparing to enter the Ontario and Quebec markets with a brand-new TV and entertainment product. This presented a unique challenge: customers in the west were already familiar with the offering, but for eastern audiences, we had to introduce the product and scale it quickly by using a different content strategy, new backend constraints and rapidly approaching deadlines. alignment, tight timelines and backend constraints.

Outcome & Impact

Since May launch, 184 new orders and 5.7% order conversion rate in the Eastern region

+0.83 ppt in page visits and +0.08 ppt in order conversion rate in the Western region

Projecting +82% in order volume for June vs. May for the Western region

The Challenge

The earlier regional page (V2) helped us improve comprehension and flow from our legacy version (V1). However, it lacked flexibility for future state e-commerce flows and didn’t accommodate eligible customer discounts or interactive UI elements. At the same time, we faced competing business needs:

  • Launching immediately in new regions where the product was brand new (Eastern Canada)

  • Aligning content across two regional teams with different goals

  • Updating the design to support upcoming reusable components, backend tooling, and long-term scalability

  • Due to tight timelines, utilize and analyze data from A/B tests to drive design decision making

My Role

I led design end to end for both the Western and Eastern rollouts. That included:

  • Driving alignment across regional teams

  • Facilitating working sessions with content and dev

  • Managing cross-functional timelines and stakeholder expectations

  • Designing a progressive disclosure experience that enhanced user comprehension

  • Interpreting A/B test data and incorporating it into our decision-making

Compared to the first version, I had more ownership over timelines and greater involvement in unblocking delivery challenges, especially when stakeholders introduced feedback late in the process. This time, I led the push to defer lower-priority requests into post-launch fast follows to protect launch velocity.

Design Process

The project was split into two parallel phases: an interim V2 launch in the East to introduce a brand-new product to market, followed by a V3 redesign for the West, which would become the future standard across both regions.

Phase 1 – V2 for Eastern Canada

We began with a time-sensitive V2 version for Ontario and Quebec. Our goal was to get the product in front of customers quickly while preparing a more scalable version in parallel using A/B test results and analysis.

  • Wireframe jam sessions with content strategy and internal stakeholders

  • Stakeholder reviews and feedback loops with ELT

  • Iteration sprints and internal reviews

  • Engineering handoff, QA, and V2 launch in the East (May 2025)

  • A phased V3 follow-up for the East was planned for early July

Phase 2 – V3 for Western Canada

Immediately after the East launch, we pivoted to designing V3. This is a fully refreshed version aligned with future-state e-commerce design.

  • New wireframes and content structure built on V2 learnings and analysis of A/B test results

  • Stakeholder presentations and feedback from East and West teams

  • Rapid iteration sprints to meet aggressive timelines

  • Engineering handoff, QA, and launch in the West (June 2025)

Despite the phased timeline, both versions shared the same long-term goal of creating a unified, scalable PDP experience across all regions.

Key Design Decisions

1. Progressive Disclosure in Plan Cards

We added collapsible sections and tooltips to make plan details more digestible without overwhelming the page.

2. Regionally Flexible Content Strategy

The design and structure had to support regional constraints, like French-first content in Quebec and content restrictions due to Bell Media in the East.

3. Scalable UI for Future E-Commerce Integration

We aligned the UI to match reusable components and patterns scheduled to launch in Q4 2025–Q1 2026. This set us up for long-term consistency and reduced tech debt.

Reflections

Stakeholder Pushback on Timelines

Some regional stakeholders pushed for last-minute changes post-approval. I worked with PMs to protect scope and defer asks to fast follow tickets.

Technical Constraints

Backend systems couldn’t yet support new e-comm components, so I designed the UI to look forward, using styles and patterns that would reduce future rework.

Cross-Team Alignment

Balancing feedback from East and West (especially around language, legal, and design needs) required transparency, fast loops, and shared documentation.