Telus Internet Sales Journey
Navigation redesign for Canada's second-largest telco (telus.com), delivering a 42% increase in desired page visits. Part of a broader initiative to boost internet sales, we designed an intuitive way-finding system to guide users toward conversion. Note: Some images blurred under NDA.
The Challenge
Telus' mega navigation was prime real estate but cluttered with low-engagement "dead-end" pages and poor performers. Our site audit revealed opportunities to streamline for prospective customers.
Objectives
- Double internet sales conversion rates
- Maintain/increase CTR to key journey points
- Reduce bounce rates via clearer funnels
How might we restructure navigation for intuitive, expectation-matching journeys?
- Recognisable labelling
- Seamless desktop/mobile use
- Content that satisfies on arrival
Card sorting, user interviews, and A/B tests informed a simplified flow—e.g., prioritising "Learn" for prospects over "Manage".
Lo- to Hi-Fi
Blending Telus' Allium Design System with custom components, we iterated key pages from mega nav.
Hi-fi cards targeting behavioural segments
These high-fidelity cards were tailored to Telus' behavioural segments, using quizzes and personalised messaging to guide users from awareness ("Internet Wizard?") to informed decision-making and conversion.
Results
Internet homepage
(vs. control)
(users satisfied faster)