Messaging with a backbone

The problem space

Enterprise customers were hitting gaps in their journeys on the public website, and the site wasn’t telling one consistent story about what Telstra Enterprise offered.

My role

As UX design lead, I ran a UX program for the Telstra Enterprise public website, working with Marketing and presenting to executives up to the Head of Marketing to get alignment and buy-in early.

Process & artifacts

Workshops

A messaging architecture

I aligned the design with a layered communications architecture, from brand positioning and the enterprise mission down to industry focus and “better ways to” messages.

New components in AEM and CRM

I created new components for Adobe Experience Manager and CRM so the team could publish branded, marketing-aligned content. I maintained UX integrity and accessibility compliance through delivery.