Telus: Informing Customers

Restructuring the Telus internet Plans Page so customers understood the deal well enough to commit, without being pushed.

Problem

Client analytics showed prospective customers leaving the Plans Page too soon, rarely engaging and rarely buying. This was the second project on the same retainer after the meganav work.

01Map

People were either missing the information they needed or weren't confident enough to commit to a plan.

I reworked a journey for each of the client's behavioural segments. In our buyer survey, one respondent couldn't tell what 'fast' even means. The term, the speed and the price were all things people felt they couldn't verify.

The journey reworked for each behavioural segment — Fig. 1The journey, reworked per behavioural segment, to find where confidence drops.

02Restructure

The page was restructured so the decision came before the detail.

Mike, Marie and I wove educational elements into the cards using Telus's Allium design system, so people bought plans that served them without dark patterns. Each idea started as a problem and a hypothesis.

Workshop board of plan card ideas, each with its research, problem and hypothesis — Fig. 2The plan card board: six workstreams, each ending in a problem and a hypothesis.

The restructured plans page wireframe, annotated section by section — Fig. 3The restructured page, annotated section by section: what each block is for and why it sits where it does.

03Design

Tooltips didn't survive mobile, so their content moved into the plan modals.

Interest-holder review shaped the cards as much as research did. Fast, Faster and Fastest stayed for internal history. The fourth card, usually for offers, went to the internet quiz.

The internet plan comparison — Fig. 4The plan cards: plans and pricing side by side, with the detail that used to sit in tooltips one tap away in each plan's modal.

Quiz card option A: two frogs on a branch, 'Need help choosing an internet plan?' — Fig. 5Three takes on the fourth card, which went from offers to the internet quiz.

Quiz card option B: a parent and child at a laptop, 'Which internet is right for you?' — Fig. 5Three takes on the fourth card, which went from offers to the internet quiz.

04Test

Confidence was breaking down at the term, so that's what we tested.

Small tweaks hadn't moved the numbers, so we tested a structural change: pulling term selection out of the cards and explaining what happens after it. The version with the most information was favoured.

Version A: current plan cards with the term as a checkbox inside each card — Fig. 6Three places for the term. A: a checkbox in each card. B: in the savings toggle. C: its own choice above the plans.

Version B: term selection embedded in the savings toggle, with mobility savings — Fig. 6Three places for the term. A: a checkbox in each card. B: in the savings toggle. C: its own choice above the plans.

Results

−0.5% change in overall
engagement*

*Our researchers read this as a good sign: people got what they needed and moved on to purchase.

What I learned

Users weren't reluctant to commit, they were reluctant to commit to something they didn't fully understand. Putting the term next to the choice did more than another line of copy.