TELUS MY ACCOUNT
Telus, one of Canada’s top 3 telecom companies, was looking to rapidly upgrade their My Account app based on less-than-optimal user feedback. A large part of the discovery phase for this project was to understand not only what was important to the users, but also how they expected to digest the information about their mobile account. The app upgrade was released in a staged approach, which eventually launched to all users.
ASSESSING PREVIOUS APP
Telus’ existing My Account app allowed users to perform account-maintenance tasks such as checking a mobile bill, data usage, travel plans, and manage sub-users such as other family members. The app was receiving poor ratings and some negative reviews. As part of assessing the existing app, the team interviewed current Telus customers about their experience with the platform. Pain points were identified which helped to narrow down the important areas of focus for the upgrade of the app.
CONSTRUCTING AND TESTING NEW IDEAS
Using rapid prototyping tools and paper prototypes, the team started to construct and test new concepts and ideas. Some of the new concepts included restructuring areas, improving UI elements, and removing unnecessary components from the app. As the team was working with a tight 6-month timeline to launch, it was exceedingly important to prioritize the most crucial elements to upgrade, while keeping a backlog to continue improving after the re-launch.
UPDATED APP LAUNCH
The cross-functional team worked collaboratively which allowed for a rapid build and adaptation as needed along the way. Using a staged approach to launch allowed the team to continue adapting to any immediate feedback. The initial launch was pushed to 10% of Telus customers and was so successful that the team was able to jump to 50%, followed by a full launch within weeks. Since re-launch, the app has improved from a 3-star to 4-star rating on the Google Play Store, with almost twice the number of reviews.