Telstra Enterprise aimed to elevate its digital customer experience on Telstra.com/enterprise, driven by a new strategic direction from the marketing team. The goal was to create an integrated, top-tier digital experience that aligns with market trends and customer preferences.
Client: Telstra Enterprise
Industry: Telecommunications
Project Budget: $400k per quarter, $3 million projected for FY24
Challenges:
- Understanding customer preferences and digital channel roles.
- Conducting competitor analysis and aligning strategies with market trends.
- Ensuring accessibility and seamless collaboration in the redesign process.
My Role: Design Lead
Approach:
- Research & Analysis:
- Conducted extensive research to understand customer preferences.
- Performed competitor analysis and aligned strategies with market trends towards technology partnerships.
- Design & Development:
- Created components for Adobe Experience Manager (AEM) to support new marketing messaging.
- Enhanced the digital channel experience for both new and existing enterprise customers.
- Mapped user journeys across multiple pages using wireframes and prototypes.
- Ensured designs met AA accessibility standards.
- Collaboration & Implementation:
- Implemented design-ops methodologies for seamless collaboration.
- Conducted executive presentations and workshops for stakeholder engagement.
Outcomes:
- Enhanced Customer Engagement: The new design significantly improved customer engagement and satisfaction by offering a more intuitive and streamlined user experience.
- Increased Lead Generation: The streamlined user journeys resulted in a notable increase in lead generation.
- Accessibility Compliance: The project met AA accessibility standards, ensuring inclusivity.
- Efficient Collaboration: Design-ops methodologies facilitated efficient collaboration and clear communication, keeping the project on track.
Conclusion:
By leading this comprehensive redesign project, I demonstrated my ability to manage large-scale digital transformation initiatives, from research and analysis to implementation and stakeholder engagement. The successful outcomes underscore my expertise in creating impactful digital experiences and my capability to lead design teams effectively.
