User testing insights for Telstra’s Device Upgrade & Protect service.
Telstra’s Device Upgrade & Protect service is an add-on that customers which allows them to upgrade to the latest device before their contract ends, a swell as claim up to two screen replacements or damaged device upgrades per year. This was previously an agent-only flow, which means customers needed message or call Telstra or visit a Telstra store.
As part of this initiative, we made it possible for customers to redeem Device Upgrade & Protect via Telstra’s e-commerce journey. User testing proved to be incredibly valuable in this instance, shedding light on customers’ understanding of the product and their expectations of the redemption process.
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The Challenge.
Device Upgrade & Protect is a complex product, often being perceived as an insurance product (which it is not) and involving tricky terms like credit assessment and redemption. The challenge involved with bringing this flow from an agent-only setting to a customer-facing one was losing the customer along the way due to the complex language used and the lengthy process itself.
The Results.
We conducted user testing sessions to gain an understanding of customer perceptions and see what kind of language they used when interacting with our prototypes. Read through the case study attached to see what insights I took away from these sessions as a content designer and how I uplifted the copy from there.
Onboarding migrated customers to the My Telstra app.
Customer migrations are a tricky business, particularly when it’s not the customer initiating the migration themselves. Through thoughtful copy and clear design, however, the onboarding process can be made a whole lot nicer.
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The Challenge.
Context: Telstra has a number of customers on legacy systems, meaning they are on older services and have not yet used the self-service functionality of the My Telstra app. As part of our Telstra-initiated migration, these customers need to be migrated over to the strategic stack and onboarded onto the My Telstra app, opening them up to the latest services and handy self-servicing capabilities.
Problem statement: As a content designer, I want to provide a self-service experience to our new and existing customers so that they are aware of the benefits and features of the My Telstra app. I also want to ensure that the customer feels empowered and informed as to the plan they have been migrated to, and can easily find the billing information that is relevant to them.
The Results.
My approach: Because customers are being migrated by Telstra instead of initiating their own migration, it’s vital to minimise friction and boost satisfaction. The first way I did this was to insert snippets of gratitude from Telstra to the customer (“Thanks for being with us”) to promote patience and understanding. I also made sure to highlight the benefits of their new plan and the perks of using the app, instead of just rattling off the features. All the important information associated with the migration also needed to be provided to minimise customer service enquiries, so I clearly outlined what was being migrated, what it would cost, and when and how the customer will be charged.
Business impact: Telstra has seen a reduction in the number of calls and messages to customer support, now that the billing and migration information is clearly outlined. The project also helped to meet one of Telstra’s key business objectives, which is to boost the adoption of the My Telstra app.
Customer benefit: Customers are able to feel informed and empowered throughout the migration process, as well as self-service at any time using the app instead of waiting for customer service assistance.
See the screen-by-screen improvements here.
The Challenge.
Candlefox, an education marketing agency, conducts research every year to measure attitudes and trends among higher education students. Their 2020 Student Sentiment Index highlighted some of the effects of the COVID-19 pandemic on learners, particularly women and their educational and employment goals.
I worked through this data to identify key insights, contextualising each point with further research. My aim was to craft a compelling thought leadership piece that also generated leads and drove clicks to the full report.
The Results.
The end result was a deliverable that helped to boost Candlefox’s profile within their industry, while also drawing attention to important socioeconomic issues.
Online link: https://www.candlefox.com/blog/how-covid-19-has-impacted-womens-employment-and-education/