Shop by Brand
Telstra
This feature provides contextual, tailored product recommendations based on the current brand of the device a customer is using.
Problem statement
Not enough traffic is directed to the MyTelstra Shop. Only 3% of users navigate to the Shop tab while using MyTelstra App. Current experience offers irrelevant products that users find irritating and not useful.
My role on this project
Design thinking process
Discovery methods :
• Uitliising Telstra Sales analytics team
• Guarilla user testing
• In-store user surveys
• Competitor analisys
Findings :
• A large proportion of users find the current experience annoying and too forceful
• Current experience does not provide the information that would encourage them to explore the offers further
• Only 3% of active app users landed on the Shop tab in the last 60 days
• 35% of orders made via the App were for accessories
• Static category links delivered 2.3x more orders than the sales campaigns
Assumption: Creating a Shop by Brand experience will contextually guide customers to devices and accessories most relevant to their current brand. This will 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.
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.
The main design objective was to provide users with a straightforward solution, putting contextual product options for their current devices front and centre. To ensure a seamless and consistent experience for the users across the app I held another design critique session to confirm that the suggested design solution was consistent with other features in the MyTelstra App.
I developed a functioning prototype and asked my test group to navigate through the user flow and share their thoughts. Everyone breezed through the tasks and said the user steps were easy to get without much explanation. They sailed through the whole process without any hiccups, and their feedback was positive.
User testing
• Test simplicity of use
• Observe user’s responses to the brand-specific offers
• User pattern recognition
• Confirm that all identified pain points have been addressed
Test objectives
Providing the development team with as much information as possible is one of the most critical steps in successfully delivering any feature. Once the visual design was finalised, I created the developer handoff documentation identifying the design system patterns we’ve used, spacing, fonts, and accessibility information such as screen reader behaviour. This comprehensive guide ensures that the development team has all the necessary details to implement the feature accurately.
Developer handover
One big hurdle I've faced is finding the right balance between what users want and what can be delivered. Working closely with developers and stakeholders is crucial to make sure the design not only looks good but also fits within technical limits. Navigating through different opinions from users can be tricky when trying to incorporate their feedback. Finding the sweet spot between being creative and keeping things user-friendly is an ongoing challenge, but it keeps me learning and adapting in the world of UX/UI design.
• Politics of prioritisation
• Dev team limitations and lack of real front-end devs
• Navigating through some stakeholder’s subjective reasoning