A BRIEF FROM TELSTRA IN 2018

Define a strategy and vision that outlines how Telstra Enterprise can deliver a world class, global website that empowers organisations to thrive in a connected world. Enterprise currently has low and inefficient content management cycles with over 3000 product pages, diverse global audience and no single view of customer.

Insight
Businesses are seeking a new relationship with Telstra Enterprise; one that puts relevance, foresight and immediacy at the heart. Transforming the Enterprise website has meant
- Exploring value beyond a catalogue of information
- Being an accelerator in decision making
- To empower customers to make better and more informed decisions to help grow their business.

RESULTS

Website analytics
Bounce rate has reduced nearly 9% over the quarter and overall bounces from the site have reduced 34.96%

We’ve driven 308 product enquiries since launch, with 61 sales opportunities opened (19.81% conversion rate to opportunity)

We’ve driven 1,075 campaign leads, with performance across Security and Vantage the standouts for driving engagement

Conversion rate overall at the moment is sitting at 0.65%, which is tracking on par with where we expected to be during FY 20

Research work
Continues to inform and guide multiple innovation streams across the business. The business has subsequently established a net new offering directly informed by this work.

IN DETAILS

Project activities

1 workshop, 3 rounds of testing along with 4 rounds of design iterations, we’ve conducted research with 63 businesses in three key markets to get closer to unmet needs and new opportunities.

What we’ve delivered

A strategy and framework for design with four core service capabilities and a roadmap for execution.
A modular design system for dynamic localisation.
12 interactive prototypes documenting the ideal experience.
Design tools that live on after the project.
Archetypes, shifting the business towards designing for behaviours not demographics.
Design principles and guidelines for executions.
Evolved design system and components.
A measurement framework for ongoing optimisation.

PROJECT HIGHLIGHTS

Ideation workshop

To help envision the ideal Telstra Enterprise customer experience and outlining how the business can achieve a user centric ecosystem, we ran a two-day workshop with Telstra stakeholders. The objective is to harness their knowledge, generate ideas inspired by the research and identify opportunities while acknowledging existing internal projects.

Ideation outputs

Post ideation workshop with Telstra’s key stakeholders, we generated 115 seed ideas and 14 key experiences. We prioritised each experiences against customer impact and business impact where 7 experiences was taken forward for customer desirability testings.

Iterative design

Sketching out design solutions based on what we heard from the desirability testings across 3 key markets, putting customer at the heart of the design process.