Transforming TELUS.com into the go-to destination for digital connectivity — where customers could explore, learn about, and buy accessories with confidence.
Most customers didn't know TELUS sold accessories. And for those who did, the online experience wasn't built to help them decide — product information was sparse, the in-store experience wasn't reflected online, and there wasn't enough context to confidently make a purchase.
The goal was to establish TELUS.com as the go-to destination for all things tech — a "Digital Life" experience with guidance, expertise, and support for digital connectedness.
Enhance the TELUS accessories e-commerce experience and position TELUS as the digital expert. The existing website lacked personality, information, and guidance — so we focused on adding curation and lifestyle, and bringing the in-store experience online.
We worked in agile weekly sprints to rethink the entire end-to-end experience, collaborating with copywriters, marketing, product owners, and stakeholders. We created reusable templates and components to ensure consistency across the ecosystem.
The redesign included an accessories homepage, category pages built around product lifestyle, product detail pages with interactive components, seasonal campaign pages, and a cart — TELUS's first.
The homepage gave customers a glimpse into the latest products and deals available at TELUS. We created a sticky navigation with full icons to represent each product category, and editorial content to drive discovery.
Product detail pages were designed with custom components that could be added or removed based on how much product information and imagery was available — flexible enough to work across a wide range of accessories.
Category pages focused on the lifestyle aspect of the products — rich imagery, mini descriptions, and product information to help customers find the right accessory for them.
Seasonal campaign pages gave us the opportunity to tell a fuller narrative around the products — helping customers find the best accessory for any moment in their life.
The TELUS Digital team and stakeholders were thrilled about the relaunch. We shared our learnings with the larger TELUS team to improve the phones and plans flow.
Increase in monthly visits after launch.
Users found what they needed faster.
Reduction in bounce rate across the accessories experience.