telus website audit

Telus This Site is Broken!

Presentation Overview General overview of Telus

Specific Looks at Problems faced by different sections of the Site with potential solutions

Final Recommendations

Telus Canadian Telecommunications Company

Provides personal and business mobile solutions

As of Q2 2013, Canada’s 3rd largest cellphone provider

Market Forecast Canada projected to have 38 million

wireless subscribers by 2014

8.92 million subscribers

29.1% Market share

Slightly behind two largest competitors: Rogers (37.8%) and Bell (8.93%)

Key Issues Confusing Information Architecture

Erratic Design Elements

Poor Brand Identity

Flawed Purchase Process

Inconsistent Content

Business Costs Financial

Personnel

Credibility

PHONES

Problems for Phones Section Problem#1: Confusing Labels

Telus is using the “Smartphones, Smartphones Lite and Pre-Owned” labels

Problems for Phones (Cont.) Problem#2: Parts from other sections are adding

clutter to the landing page

People shopping for phones would be landing on this page, not those looking for support or plans.

Problems for Phones (Cont.) Problem#3: Content in Banner is not consistent

Apple content differs from all other content.

Problems for Phones (Cont.) Problem#4: Operating Systems need to be

featured

Not enough prominence to this important resource, and Apple is not even mentioned.

Problems for Phones (Cont.) Problem#5: Product descriptions are not

identical

These are the same product, yet the descriptions are completely different.

Problems for Phones (Cont.) Problem#6: Driver’s License/SIN required

During the purchase process, user is forced to enter in Driver’s License and SIN prematurely.

Competitive Analysis

A comparison section is a great feature from Bell

Asking for Driver/SIN is not something other companies are doing when starting the purchase process

Rogers puts Phones, Tablets and Accessories into one Tab.

Solutions We want to concentrate all the different devices

under one tab called “Devices”.

We need to add a Deal Center. This section is trying to promote sales after all.

We need to add a better “Why Telus?” Section, help strengthen the Telus Brand.

Eliminate the Driver’s License/SIN requirement during the purchase process.

Tablets and Mobile

Internet

Problems for Tablets and Mobile Internet

Problem#1: Visually unappealing and not easy to follow

Font is blue Not Good for a landing page

Problems for Tablets and Mobile Int. (Cont.)

Problem#2: A variety of Link Problems

For Shop for Tablets, Data Plans and Ideas that Came from you, different link structure

Problems for Tablets and Mobile Int. (Cont.)

More Link Problems

Different Links only Change the Tabs

Problems for Tablets and Mobile Int. (Cont.) Problem#3: Too many Links

Our state-of-the-art 4G network provides amazingly fast data speeds throughout our entire coverage area. Plus, go online in over 100 countries with one of our US or International Roaming Passes.

Problems for Tablets and Mobile Int. (Cont.)

Problem#4: Purchase Bug with Mobile Hubs

You are attempting to add a Mobile High Speed Connect Card to a shopping cart that already contains non-mobile High Speed products. You cannot combine Mobile High Speed and non Mobile High Speed products in a single order.

Problems for Tablets and Mobile Int. (Cont.) Problem#5: Website redirects can be confusing

In this case, you are re-directed to the general mobile internet landing page when you should be at a product description page

Problems for Tablets and Mobile Int.(Cont.)

Problem#6: Product listings are out of date

The Samsung Galaxy Camera is no longer being sold by Telus.

Competitive Analysis for Tablets and Mobile Devices

Bell offers customer reviews which is helpful

Bell also has images that pop out, which are more appealing

Bell offers the option of listing all the products on one page

Solutions

Put Tablets and Mobile Internet into one device category.

Offer Trade in device service (only offered for phones)

Show off some Mobile Internet or Tablet Accessories in the section.

Plans

Problems for Plans

The underlined text shows it can link to another page and this is not uniform throughout the page, therefore confusing the user on what to click. This affects the user’s decision making and overall user experience.

Problem#1 Misleading the user on what to click

The landing page for ‘TELUS Share Data Plan’ contains detailed explanation of how this plan works, but reading through it is very discouraging due to the elements used for this purpose.

Problems for Plans (Cont.)

Problem#2: Inconsistent Design Elements

Problems for Plans (Cont.) Problem#3: Broken Links

The link “Mike” is broken and might be the precise information the user is looking . This broken link will make the user leave the TELUS website if it doesn’t contain the needed information.

Competitive Analysis for Plans

Rogers actually offers video tutorials in their plans section, which is a great way of explaining plans. Users are provided more information and it simplifies something that can be quite complicated.

The content structure on Rogers is more uniform when compared to Telus as well.

Solutions

All clickable links leading to another page will have the same uniform element to highlight it as a link to another page, so as to not confuse the user and also create a better experience moving around the site.

Choose and stick to a defined content structure. Redesign texts with with bigger fonts size and make it uniform throughout the site.

Use an instructional video to supplement the text and pictures currently on the TELUS Share Plus Plans page .This helps the user understand what the plan is about better and aids decision making .

Fix broken link “ Mike “ and make sure its structure is consistent with the rest of the TELUS website.

Support

Problems for Support Problem#1: Information Architecture is not

functional

Uncontrolled growth of content helped by the lack of management for the existing information.

Problems for Support (cont.) Problem#2: Content is not structured properly

Misleading titles, robotic sounding text, poor SEO optimization and plenty of information that repeats.

Problems for Support (cont.) Problem#3: Design is not done with user in mind

Small fonts and an excessive amount of links plague the support section of the website

Competitive Analysis

Bell offers a great solution by separating support out completely from the shopping experience. This brings simplicity to the chaos

Bell also provides more “Self-Serve” Options. If these do not work they have an effective live chat window to help the user.

Solutions Reduce the number of sub-menu links and

repeated links

Create a live chat window as a last resort

Change the way that device and plan information is presented in support to emphasize simplicity

Increase SEO optimization for information so users can more easily find the information they want

Ideology and Final

Thoughts

How do we fix this?

Let us start by looking at some of the ideology that informed our ideas for a redesign.

Who are the users?

Three Main Categories of Users

New Customers Current Customers Current + Customers

Developing a Voice for Telus Professional but approachable

Caring but not overly sentimental

Smart but not condescending

Environmental but not preachy

Simple but not stupid

Business Objectives To sell Telus products

To make users more self-sufficient (reduce calls to the customer help center)

To promote brand awareness and brand engagement

To create brand advocates

Main Recommendations Creation of a “Devices” Section

Greater emphasis on consistent design

Adding comparison features

Streamline purchase process

Adding a Live Chat feature for Support

Questions?