Redesigning the customer online support experience
Role: UX designer
Telstra
The client
Telstra is Australia's largest telecommunications company, providing a wide range of communication services including internet, mobile, and fixed-line connections to consumers and businesses.
Problem statement
Telstra customers find it difficult to navigating the 'Get Help' online support journey, leading to high drop-off rates and a greater need for help from the call center.
This leads to reduced customer satisfaction and increased operational costs for Telstra.
Business goal
Uplifting the 'Get Help' page on My Telstra website to optimise the digital user experience for help and support.
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Improving self-support conversation rates.
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Reducing company costs by reducing the volume of customer calls to the call center.
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Creating a seamless transition from the website to the app for the support journey.
My role
Collaborating within a large team, along with the data analyst and journey specialist, we identified customer patterns and pain points in the 'Get Help' online support journey. While we initially identified the 'what,' the 'why' remained unclear, which led us to conduct intensive user research for a deeper understanding of customer needs and pain points.
Quick overview
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Stakeholder workshop
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Understand the business objective
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Create UX problem statement
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Secondary research
Understanding the problems
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Hypothesis workshop
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Testing goals workshop
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Research and Recruitment plan
Team alignment
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Customer interview / user testing
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Synthesis research data workshop
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Identify key pain points
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Prioritise user needs
Understanding the users
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Future User flow
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Crazy 8's
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Ideation sessions
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Create wireframes
Design
Design
As Australia's largest telecommunications company, catering to millions of diverse Australians, Telstra prioritises accessible and inclusive design.
Making a QR code design accessible can be tricky, especially for customers using a screen reader.
We worked with the accessible design team to add an alternative way for customers to access the mobile app by sending an SMS link to their phone, since it allowed customers to access the mobile app in the same way as the QR code user journey.
Accessibility and inclusion
Read this case study in full detail