Rate Plan
Change

Enable users to self-serve and adjust their mobility plans directly within the My TELUS app

Client

TELUS Digital

Year

2021

Role

Product Designer

As the My TELUS app added more features, its growing user base required more alignment with the features on the My TELUS web platform. The mobility rate plan change was a feature that many users had asked for in surveys and interviews.

Success Metrics

Within an 6-month timeframe, we aimed to have a success rate of 12% of total digital share and a positive rating of 65% of respondents in the initial survey upon launch.

Research

To guide our research, we started by establishing a clear plan and defining the key questions we wanted to answer:

What challenges do users face when interacting with in-store, web, and call center experiences?
At what points do users drop off in the current web experience?
What recurring themes emerge from user complaints or questions about rate plans?
How do users currently navigate workflows in the My TELUS app?
What information do users need to confidently select the right rate plan?
What aspects of the current experience do users like across in-store, web and call cetnre interactions?
Which service providers did users have before using TELUS?

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To answer these questions, we employed the following research approaches:

Current Experience Audit

Analyzed the existing in-store, web, and call center workflows to identify pain points and drop-off moments.

Competitor Analysis

Studied similar experiences offered by competitors like Rogers, Bell, AT&T and more to uncover best practices and opportunities for differentiation.

User Interviews

Conducted in-depth conversations with users to understand their needs, challenges, and preferences across different touchpoints.

Data Analysis

Examined behavioral analytics to pinpoint where users drop off and how they interact with rate plan workflows.

Pain Points

Distrust

Pricing details, particularly proration calculations, create confusion among users. This is most evident when users modify their plans mid-billing cycle and prorated charges for data and billing creates unpredictable costs. This confusion exacerbates distrust, especially given TELUS's history of perceived pricing transparency issues.

Scan-ability

It's difficult for users to quickly differentiate between individual plans especially since there are subtle variations in each plan description.

Information Overload

Users often lack a clear understanding of the plan's features, as all information is presented at once, requiring users to decipher through all the content themselves.

Key Insights

Based on the research I conducted, we were able to distill our findings into some key insights:

Users Perceive The Process As Difficult on Purpose

Users find certain aspects of the process overly complicated and feel that communication around these details can be purposefully confusing, leading to frustration and distrust.

Recommendations:

Clearly explain data and billing proration details, including the user’s specific contract dates and prorated charges.
Provide contextual information in plain language to simplify complex billing processes.

Lack of Customer Trust

Rebuild customer trust by addressing common concerns around pricing transparency and fostering strong relationships with users.
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Recommendations:

Highlight pricing transparency at every step to reassure users

Common Experiences and Workflows

Users gravitate towards familiar and intuitive checkout workflows. They appreciate a guided approach similar to what they experience in-store or over the phone.

Recommendations:

Treat rate plan changes like a checkout process, incorporating cart-style interactions.

Process &
Solution

Based on our insights and recommendations, I started to put some ideas together for the experience.

Ideation

I explored various ideas and layouts through sketching, focusing on simplifying the experience. Collaborative brainstorming sessions with the team helped generate many concepts for an effective rate plan change workflow. I used frameworks like HMW for structured problem-solving and idea generation.

Tools & Design Documentation

Wireframes and user journey maps in Miro were created early in the process to explore ideas and assess impact. Mid-fidelity prototypes in Sketch were developed for usability testing, leading to the creation of high-fidelity mockups for final designs.

Collaboration with Teams and Stakeholders

I collaborated with PMs to align user needs with business goals, ensuring a balanced solution. Worked closely with engineers to address technical constraints and feasibility within the timeline. Held review sessions with cross-functional stakeholders to incorporate diverse perspectives.

New Plans Screen

The plans page was updated to align with the app’s overall UI, ensuring consistency and creating a more cohesive experience. Visual hierarchy was improved to help users quickly scan and understand their information.

Rate Plan Change Flow

To address feedback about information overload, the design simplifies top-level details based on key user needs, with additional information hidden in a drilldown for quick, informed plan comparisons.

Add-Ons Flow and Cart

The simplified design from the rate plan change flow was applied to the add-ons flow, including a persistent cart showing current and new totals with callouts to highlight key changes and benefits. This allows users to see the transparency in monthly billing.

Confirmation of Selection

In the workflow, a final review with the pricing breakdown and billing adjustments is presented before confirming the change. Clear communication about the next bill helps set expectations and reduce call centre inquiries.

Results

Over a span of six months, we accomplished a digital share of 22% for successful rate plan changes. Additionally, we received a favourable rating of 73%, accompanied by constructive feedback that we addressed to drive continuous improvement.

Lessons Learned

The project offered opportunities that shaped its success and helped inform my approach for future work.

Data-Driven Decisions

Assumptions about user behavior often differed from actual insights. Familiarity with the app led to subjective opinions on project direction, requiring me to step back to prioritize user research and ensure alignment with real user needs.

Project Planning

We underestimated how much research or design work could be completed in the sprint. For the future, we intend to leave more buffer time for iterative feedback from stakeholders.

Rate Plan Change