The ask: create a page where customers can easily browse through Apple products available at TELUS and display TELUS values alongside Apple.
Step 01: Competitive Analysis
What trends do we see in the market?
Products are either presented in a category view or catalog view.
Bell, a competitor, has two catalogue views allowing them to showcase 4 “latest” phones at the top and 4 more phones as the second grade at the bottom of the page.
Apple assets are being used in each case to maintain the Apple experience. Some choose to use lifestyle imagery vs. others that focus on detailed product images.
How can be these opportunities among the market could be reflected in our project?
Step 02: Brainstorming
We decided to use Miro to gather the requirements.
At this stage we had our Product Manager, Software Engineers, Content Manager, Designers and Content Lead to determine “desired outcomes”, “must-haves” and the “north star’” Here are some requirements we came up with:
Where should this page live on Telus.com
The content of the page should include Apple products and categories at the same time with TELUS value props.
The following question should be answered: “Why would a customer want to buy Apple product with TELUS?”
Present the rate plans that TELUS offers
Hierarchy and the end to end customer journey
Step 03: Sketch & Design
Using Miro and Sketch I worked with the content lead to create low to medium fidelity designs.
While designing the early strategy and customer journey we also worked with our data analyst to get some insight about which product has the most conversation and which has the most clicks.
Did you know that :
We saw an increased on convergence when a product is coupled with a rate plan even though there is no promotion.
When presenting a category , especially phones, when content is around a family of phones (let’s say iphone 11 family) we see an increase click throughs rather than presenting one phone (like iphone 11). Selecting a group of phones leads customers to a filtered phone catalog. After viewing different phones when a customer finally makes a selection they can then go to the product experience page to learn more about the product.
Step 04: Customer Journey
Using Miro, I was able to create an end-to-end customer journey of the branded page.
Key points to note in the customer journey:
On Telus.com, devices (phones, tablets and smart watches) all live in the same space, while accessories and the rate plans live elsewhere. That means each product category has a different customer journey that might need to be addressed with the design, content, or both.
Even though phones and tablets have “product experience pages” – smart watches don’t. This means customer might need more information on this category than phones and tablets.
Step 05: Designs
Feel free to visit the live page on Telus.com.
