Role: Design Lead, Services
Year completed: 2022
Business problem
Telstra is expanding its existing in-home offer to include Energy, aggregating essential services.
Our mission was to provide exceptional sales and support for electricity and gas customers within existing digital properties as Telstra moves into clean energy.
Our key challenges:
- Integrating energy services into existing web and app designs alongside telco. Providing consistent experiences across each service type.
- Adherence to existing patterns and standards, including accessibility and sales, ABLE (design system) maturity when at odds with existing conventions in Energy. Regulation and legal compliance.
- Risk of confusion and adding complication, particularly for existing customers. Need to mitigate the risks to experience as it affects NPS episodes and key metrics.
Customer problem
Most people do not understand their energy usage or consider the condition of the electricity grid when using electricity. People have been trained to use electricity at different times based on price and vague terms such as ‘peak’ and ‘off-peak’.
We want to know:
- What digital experience propositions are essential for customers and which features deliver these propositions?
- To what extent do householders have the ability and motivation to check their energy usage and structure their daily energy demand?
We believe that new energy customers will have a basic expectation for services and usage and associated features to be delivered by launch. This is important for maintaining and improving customer experiences as well as key metrics – NPS and assisted contact calls for active users.
Approach
- Immersion
- Mapped current usage journeys across competitors
- Synthed existing assets/data
- Developed use cases
- Ideation workshops
- Concept development
- Pattern & design system alignment
- Concept testing
- Worked with product to split features up into customer releases 1-4
- Revised concepts to inform MVP and Future state
- Socialised deliverables
- Formed 2 squads
- Design & delivery planning
- Usability testing
- Delivered MVP via Agile
Outcome
Project on hold.
Telstra Digital is the digital centre for Telstra, Australia’s largest Telco service. Telstra Digital’s purpose is to improve the use of digital channels for customer service. In Australia Telstra provides 18.3 million retail mobile services, 3.7 million retail fixed bundles and standalone data services and 1.4 million retail fixed standalone voice services.