As the Design Lead of a transformative initiative at Telstra Enterprise, driving a significant overhaul of their digital platform. Leading a multidisciplinary team of professionals across UX, UI, content, and research, I was pivotal in scaling digital transactions from 12% to 43% and growing active customers from 6,000 to over 13,800 within two years. My approach centred around a solid North Star vision and innovative design chapter methodologies, resulting in a marked increase in customer satisfaction and a substantial shift in the service model. This case study details the strategies and achievements that defined this successful project, highlighting my leadership, strategic vision, and commitment to user-centric design.
Project Overview
As the Design Lead at Telstra Enterprise, I led a diverse team of 10 professionals, including UX/UI designers, content creators, and researchers. Our mission was to overhaul the digital platform and significantly improve user experience across six agile squads, part of a larger team of approximately 100 individuals, including Product Owners, Business Analysts, and Developers.
Alongside this, I was brought on board specifically to ensure that the newly developed Design Methodologies we had put in place in Consumer were being adopted by the Enterprise Design Team and to educate wider stakeholders on what good looks like for a Design-First approach.
Achievements
Within two years, our efforts led to a substantial increase in the platform’s digital transaction rate, scaling from 12% to 43%. Concurrently, we boosted active customer numbers from 6,000 to over 13,800. This transformation facilitated a significant shift in the Telstra Enterprise service model, largely driven by our platform redesign. Our approach, guided by a robust North Star vision and the implementation of design chapter methodologies, resulted in more customer-centric delivery outcomes. Additionally, the Net Promoter Score (NPS) improved from negative figures to double digits during my tenure.
Key Responsibilities
Digital Experience & Product Proposition: Delivered a new digital experience and product proposition for enterprise customers and agents, focusing on user-centric design and functionality.
Journey Mapping & Blueprints: Mapped out detailed customer journeys and blueprints, creating seamless end-to-end experiences from onboarding to e-commerce transactions.
Accessibility & Design Operations: Championed AA accessibility standards in design and development, ensuring inclusivity.
Developed design operations across development, product, content, and design teams to accelerate handovers and streamline delivery processes.
Executive Communication: Conducted executive presentations and workshops, effectively communicating complex ideas, future visions, and detailed feature releases, as well as experience enhancements.
Design Process Standardization: Contributed to standardising best practice design processes, providing documentation of design methods and examples for approximately 80 designers within Telstra Digital.
Design System Development: Played a key role in developing a scalable design system and workflow for designers, embedding agile cadences and methodologies within the design team.
Team Capacity & Development: Supported capacity planning alongside offering training and development opportunities for the team to ensure continuous improvement and growth.
Mentorship & Leadership
Mentoring and coaching junior designers was a cornerstone of my leadership approach. At Telstra Connect, I actively engaged with graduates and interns, providing guidance and support to help them advance into more senior roles. This commitment to nurturing talent ensured a steady pipeline of skilled designers ready to meet future challenges.
Conclusion
My tenure at Telstra Enterprise exemplifies my ability to lead cross-functional teams, drive significant improvements in digital platforms, and foster a customer-centric approach. By leveraging agile methodologies and focusing on continuous improvement, we achieved remarkable results that enhanced the user experience and contributed to the overall business success.
