MyTelstra shop tab
The 'Shop' tab serves as the central gateway for users to explore and acquire Telstra's diverse range of products and services. This case study delves into the strategic redesign and optimisation of the Shop experience, focusing on creating a seamless and intuitive journey for users to discover, learn about, and ultimately purchase everything from the latest smartphones and data plans to smart home devices and entertainment subscriptions. By addressing key user pain points and leveraging user-centred design principles, the revamped Shop aimed to drive conversions, enhance customer satisfaction, and solidify Mytelstra's position as a leading digital commerce platform.
Problem
The previous iteration of the Mytelstra app's 'Shop' section presented a fragmented and unengaging experience through its three-tab structure ('Offers,' 'Services,' and 'Products'). This organisational model led to user confusion, hindered product discovery, and ultimately failed to inspire exploration or drive conversions. Research and user testing revealed that the disjointed navigation lacked a clear user flow, making it difficult for customers to understand the full breadth of Telstra's offerings and find what they were looking for efficiently. The need for a more intuitive and cohesive structure became evident to enhance user engagement and improve the overall shopping experience."
Solution
To address the challenges identified in the previous 'Shop' experience, we implemented a strategic consolidation into a more intuitive two-tab structure: 'For You' and 'Explore.'
'For You' was designed as a personalised hub, leveraging user data and insights to surface relevant offers, recommended services, and products tailored to individual needs and preferences. This approach aimed to increase engagement by presenting users with content most likely to be of interest, fostering a sense of individual attention and value.
'Explore' provided a comprehensive and organised overview of Telstra's entire catalog. This section was structured to facilitate easy browsing across product categories and service types, employing clear visual cues and intuitive filtering options to enhance discoverability and encourage users to explore the full spectrum of offerings.
This two-tab solution aimed to create a more streamlined and engaging shopping experience by balancing personalised recommendations with intuitive exploration, ultimately improving user satisfaction and driving conversions.
For you tab
'For You' was designed as a personalised hub, leveraging user data and insights to surface relevant offers, recommended services, and products tailored to individual needs and preferences. This approach aimed to increase engagement by presenting users with content most likely to be of interest, fostering a sense of individual attention and value.
Explore tab
'Explore' provided a comprehensive and organised overview of Telstra's entire catalog. This section was structured to facilitate easy browsing across product categories and service types, employing clear visual cues and intuitive filtering options to enhance discoverability and encourage users to explore the full spectrum of offerings.
Section headers
From our research phase we discovered that customer felt the tabs lacked a feel for the Telstra brand identity. During the transition to a 2 segment experience, we used this opportunity to uplift some components within. Using the Telstra brand assets we created a graphic lockup with segment names and sub copy as an introduction to each, taking consideration to Telstra web interface to create a connect experience.
Credit
UX: Michelle Tran
UI: Oli Bray
Copy: Adeline Lee
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