Shop by Brand
Telstra
This innovative feature offers contextual and tailored product recommendations that are specifically based on the current brand and model of the device a customer is using at the moment.
Problem statement
Not enough traffic is currently directed to the MyTelstra Shop, resulting in limited visibility and engagement. Only about 3% of users take the time to navigate to the Shop tab while actively using the MyTelstra App. The current experience available to users often features products that are irrelevant to their needs, leading to a frustrating experience that many users find irritating and ultimately unhelpful.
My role on this project
Design thinking process
Discovery methods :
• Data provided by the Telstra sales analytics team
• Guerrilla user testing
• In-store user surveys
• Competitor analisys
Findings :
• A large proportion of users find the current experience increasingly annoying and too forceful in its approach.
• The current experience fails to provide the necessary information that would encourage them to explore the available offers further.
• Only 3% of active app users have landed on the Shop tab in the last 60 days, indicating a clear trend.
• Notably, 35% of all orders made via the App were specifically for accessories, demonstrating a significant preference.
• Interestingly, static category links generated 2.3 times more orders than the sales campaigns, highlighting their effectiveness.
Assumption:
Creating a Shop by Brand experience will contextually guide customers to devices and accessories most relevant to their current brand. This approach aims to resolve existing friction points and increase visits to the Shop tab.
I conducted competitor and out-of-category analysis and ran an ideation workshop. After synthesising our findings and ideas, I created the first round of user journey concepts. These concepts will effectively illustrate the pathways customers might take, enhancing their shopping experience and ensuring a seamless integration of brand preferences into their purchasing decisions.
The user journey concepts enable us to identify key touchpoints where customers engage with the brand, allowing for tailored promotions and product recommendations. By focusing on the customer's brand allegiance, we can facilitate a more intuitive shopping experience, ultimately driving higher engagement and conversion rates.
As part of my usual design process, I introduced my concepts to the wider UX/UI team, where everyone could provide feedback, identify friction points, or raise any specific concerns. I then synthesised the feedback and addressed the flagged issues. Rose, Bud, Thorn is our commonly used method of collaborative feedback. This technique allows us to highlight positive aspects (Roses), potential areas for growth or opportunities (Buds), and challenges or concerns (Thorns). By utilising this framework, we ensure that all voices are heard, making the design process more inclusive and effective. Each team member's insights contribute to refining the design, ultimately leading to a more user-centric final product.
The design process involved gathering feedback from various stakeholders to identify any potential issues or improvements. By facilitating discussions around the user interface and user experience, I ensured all perspectives were considered. The goal was to enhance usability for all users, particularly those unfamiliar with technology.
Throughout the critique, we examined the visual hierarchy and accessibility of the product options, ensuring that they were clearly distinguishable and easily navigable. Adjustments were made to align with the overall aesthetic of the MyTelstra App while improving the functionality of the contextual options displayed. This approach aimed to not only streamline users' interactions but also to foster a more intuitive engagement with the app.
I developed a fully functional prototype and asked my test group to navigate through the user flow while sharing their thoughts and insights along the way. Everyone was able to navigate the tasks seamlessly and stated that the user steps were straightforward and intuitive, needing very little explanation. They progressed through the entire process without encountering any significant issues, and overall, the feedback was overwhelmingly positive.
User testing
I started by testing how easy the product was to use, making sure it felt simple and accessible for all users. By observing how people navigated and interacted with different features, I identified areas that needed improvement. This helped refine the experience, making it smoother and more efficient for users.
Next, I monitored how users responded to specific brand offers, paying close attention to their preferences and reactions. This analysis provided valuable insights into customer behaviour and engagement levels, helping to fine-tune the overall strategy.
I also focused on identifying user patterns by analysing recurring behaviours and trends. This process was key in understanding what users expected and how they interacted with the product. By leveraging these insights, I was able to adjust designs and features to better align with user needs, ultimately improving engagement and satisfaction.
Finally, I made sure that all major pain points were addressed, ensuring a more seamless and intuitive experience.
Test objectives
To ensure an accurate implementation, I focused on providing the development team with all the necessary details. Once the visual design was finalised, I put together the developer handoff documentation, outlining the design system patterns, spacing, fonts, and accessibility considerations like screen reader behaviour.
By carefully documenting these specifications, I helped minimise misunderstandings and made integration easier for the developers. I also kept communication open throughout the process, addressing any questions or challenges as they arose. This ensured alignment between design and development, ultimately leading to a well-executed feature that met both user needs and functionality requirements.
Developer handover
Prioritisation Challenges: One of the biggest hurdles in this project was deciding which features to develop first. Balancing user needs with business goals and technical constraints required ongoing discussions with stakeholders. Differing opinions on priorities often complicated decision-making, making it essential to advocate for a user-centred approach while aligning with broader business objectives.
Development Constraints: The absence of dedicated front-end developers posed challenges in implementing certain design elements. Some interactions and visual details had to be adjusted due to technical limitations. To mitigate this, I maintained close collaboration with the development team, ensuring that design choices were feasible while still delivering the best possible user experience.
Stakeholder Subjectivity: Some stakeholders had strong personal preferences that didn’t always align with user research findings. At times, subjective reasoning influenced discussions, requiring careful negotiation and data-backed justifications to keep the project on track. Balancing their expectations with a user-focused approach was crucial to ensuring the final design met real user needs.
Adapting to Constraints: Throughout the project, I had to continuously adapt to shifting priorities, technical roadblocks, and stakeholder feedback. By staying flexible and solution-focused, I ensured the final product was both user-friendly and technically achievable, maintaining a balance between design vision and implementation realities.
Challenges