MOBILE PLAN, SIMPLIFIED

What if selecting your mobile plan was as simple as ordering coffee? Pick a size, add extras. Australia's leading telco wanted simplicity in their phone plans and 30% uplift in sales in six months, all driven through online sales with no marketing spend. The answer was a ground-up re-think of the user experience.

 Above illustrates one of over one hundred pages of options and detail

Above illustrates one of over one hundred pages of options and detail

CHALLENGES
End paralysis over pricing and starting point
Transform a brand commonly bashed by its customers into one that is trusted and admired

 In a bold step towards transparency, our client executive setup a direct feedback channel on the existing site, critical contributions were abundant

In a bold step towards transparency, our client executive setup a direct feedback channel on the existing site, critical contributions were abundant

ROLE
Associate, promoted to Creative Director (my breakthrough)
Pitch, scope, approach, growth
Team building/ on-boarding in Sydney
Hands on guidance on visual, XD, copy

 Design disruption in simplification of options through reduction and metaphor

Design disruption in simplification of options through reduction and metaphor

COMPONENTS
Massive product mapping and re-structure from 30+ plan offerings down to S, M, L, XL
New user flow created with dev based on re-wire of weak back-end service calls
New look and feel (freedom to establish outside brand agency work
Agile boot camp for team and client
Responsive site

 Co-created agile working model (frog design/dev and client dev and product owners)

Co-created agile working model (frog design/dev and client dev and product owners)

Check-out flow diagram

Simplicity on the surface was made possible by partnering with and informing a massive re-wiring of order processing and fulfillment. Work-arounds and hacks were abundant.

RESULTS

30% sales uplift target exceeded in the first three weeks
On-target, on-budget site launched in 3 months
Telstra's first agile product launch and establishment of agile process
Visual design language adopted and extended across all of Telstra Digital
Establishment of multi-year, multi-program engagement launching frog Sydney