Telus, one of Canada’s top 3 telecom companies, was looking to overhaul their e-commerce platform. The challenge was not simply to make a visually appealing interface, but to really understand how customers were interacting with the website. As a result Telus wanted to ensure that the user goals and satisfaction were achieved, while maintaining a high conversion rate. With these objectives in mind, the team worked to build a component library and design templates to assist Telus with building the full website.
PHYSICAL-DIGITAL COMMERCE CONNECTION
In early 2016, Telus began to change the way their bricks-and-mortar stores were structured, with a bigger focus on accessories and wearable tech, which involved an emphasized partnership with brands such as Nest, Beats, and Fitbit. After the initial tests of this concept proved massively successful, Telus looked to approach their e-commerce platform similarly. The team began by investigating Telus’ goals, the website users, and how to translate the improved in-store experience to a digital platform. Initial learnings uncovered that one of the most important goals was product education; users wanted to know how these products can work together to create a digital ecosystem that complements their lifestyle. The aim of this approach was to adjust the customer perspective of Telus from simply a telecom company to experts on their “digital life”.
This project adopted an extremely fast-paced and unique structure, due to Telus requiring individual components to be build-ready as quickly as possible. Instead of iterating on all components in tandem, the team worked within one-week sprints that were laser-focused on one specific component. For example: on Monday the team would cohesively work with Telus to agree on the component to be completed in that week, by Wednesday the concept entered a testing phase, and the goal was to have the component sent to be built by end of day Friday.
A component-based structure allowed the team to validate individual concepts live on the Telus website before expanding to all brands. As the team gained more feedback and data on the live components, it allowed for the iteration of the subsequent components to become more streamlined.
Once the final versions of the components were complete and live on the Telus website, the team worked to connect the main landing pages and subpages. These pages needed to be integrated with the new e-commerce objectives to embody the digital ecosystems. The team is now using Adobe Target to gather and analyze valuable data to continue improving the way customers interact with the platform.