As the UX Design Lead for the My Telstra App, I spearheaded the transformation of customer self-service platforms, driving innovation and user-centric design for millions of users. From leading a talented team of designers to establishing robust design processes, my strategic and collaborative approach resulted in significant user growth and enhanced digital experiences. This case study delves into my journey, showcasing the impact of my leadership on the successful launch and continuous evolution of the MyTelstra app. This critical project exemplifies my commitment to excellence in user experience design.
Project Overview:
In November 2018, I embarked on a journey as a Senior UX Designer within a dedicated squad aimed at delivering the next generation of customer self-service platforms. This initiative focused on enhancing user experience across multiple channels, ensuring seamless interactions for millions of users.
Role and Responsibilities:
By July 2019, I had advanced to the role of UX Design Lead for the self-service native mobile app (iOS/Android) and web platforms. Leading a diverse team of 14 UX, visual design (VD), and content designers, I fostered an environment that empowered each member to achieve their best, aligning with the business’s strategic goals.
Design Operations and Process Implementation:
Collaborating closely with Design Chapter leaders, I played a pivotal role in establishing a robust Design Operations (Design Ops) framework. This approach integrated an exceptional design process and true design thinking, meeting the high demands for velocity and traceability required by enterprise-scale digital product design.
Stakeholder Engagement and Strategic Execution:
My role involved close collaboration with business stakeholders to ensure the execution of strategic outcomes across self-service channels, which impacted millions of users. As a vocal advocate for the customer in discussions, I influenced technology teams and senior stakeholders to prioritize customer-centric and design-driven outcomes.
Team Collaboration and Feature Prioritization:
Partnering with product owners and engineering leads, I ensured our team focused on delivering the most valuable features. I introduced regular stand-ups, design critiques, and Leadership Team check-ins to maintain project momentum and demonstrate progress.
Achievements and Impact:
One of our significant achievements was the launch of the MyTelstra app in March 2020, replacing the previous 24/7 app, which had under 4 million users. Our initial target was to reach 5 million users by the end of 2021, a goal we surpassed, achieving 6 million users. Our current target is 8 million users by FY24.
Leadership and Mentorship:
A cornerstone of my leadership approach is mentoring and coaching junior designers. On the MyTelstra project, I dedicated time to nurturing junior designers, helping them develop the soft skills necessary to advance into more senior roles.
Examples of features I delivered
This case study showcases my leadership in user experience design, highlighting my ability to manage large teams, implement effective processes, and achieve significant user growth and engagement through strategic execution and stakeholder collaboration. However, a project of this scale does not involve the work of one designer. I was supported by Nick Cox, UI Lead; Nima Balloo, Digital Experience Owner; Phil Sloss, Delivery Lead; and the many talented designers, but non of it would have been achieved without the leadership and support of John Lazzara, Head of Digital Experience Design
