2017
Telus
telus.com
Background
TELUS is one of Canada's largest telecommunications providers, offering mobile, internet, and TV services to millions of Canadians. The "My TELUS" portal serves as the primary self-service hub where customers log in to manage their accounts, pay bills, and track usage.
Core problem
The portal faced three critical challenges: an aging tech stack (PHP) approaching end-of-support that couldn't handle performance demands; a highly manual B2B experience where even simple requests required expensive, "white-glove" human intervention; and a fragmented consumer experience where mobile and home services (cable, internet) were siloed, forcing users to manage separate accounts for services that should have been unified.
Designing a "Single Source of Truth" for TELUS Self-Serve
Strategy and Unified Architecture
As Lead Designer and later Design Strategy Manager, I led the initiative to create a single source of truth for all consumer and small business services. We began by mapping the complex distribution of services across business units to identify key pain points, aiming to merge fragmented accounts into a coherent dashboard—keeping only large enterprise users separate due to scale.
B2B Automation and Self-Serve
For the B2B sector, we moved away from manual workflows by introducing a self-serve ticketing system. Instead of waiting days for manual routing, users could create tickets that were auto-assigned to the correct pipelines in Salesforce, cutting request routing time from 2-3 days to just a few minutes.
Design System and Visualization
We built a new design system to coalesce key patterns like billing, data usage, and user management. This allowed us to visualize complex data effectively on the logged-in homepage, using a card-based layout where each service had its own dedicated space. This structure ensured that critical actions were surfaced immediately without overwhelming the user.
Personalization and Targeting
To address a major user complaint—irrelevant promotions that failed upon redemption—we improved the transition between logged-out and logged-in states. By refining ad targeting and tracking, we ensured that users were only shown deals relevant to their specific account status and eligibility.
Results and Impact
The redesigned My TELUS portal launched 6 months ahead of schedule, now serving over 3 million unique visitors monthly with a modern, performant design system.
Operational Savings: We offloaded 400,000 calls from the B2B call center. With an average cost of $12 per call, this resulted in over $4.8 million in annual savings in support OPEX.
Customer Satisfaction: The CSAT score for self-serve capabilities increased by 46%, accompanied by a significant reduction in customer complaints.
Revenue & Engagement: By surfacing relevant, personalized deals, we increased the promotions click-through rate by approximately 70%.