Telus Website Audit
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Transcript of Telus Website Audit
Telus This Site is Broken!
Presentation Overview General overview of Telus
Specific Looks at Problems faced by different sections of the Site with potential solutions
Final Recommendations
Telus Canadian Telecommunications Company
Provides personal and business mobile solutions
As of Q2 2013, Canada’s 3rd largest cellphone provider
Market Forecast Canada projected to have 38 million
wireless subscribers by 2014
8.92 million subscribers
29.1% Market share
Slightly behind two largest competitors: Rogers (37.8%) and Bell (8.93%)
Key Issues Confusing Information Architecture
Erratic Design Elements
Poor Brand Identity
Flawed Purchase Process
Inconsistent Content
Business Costs Financial
Personnel
Credibility
PHONES
Problems for Phones Section Problem#1: Confusing Labels
Telus is using the “Smartphones, Smartphones Lite and Pre-Owned” labels
Problems for Phones (Cont.) Problem#2: Parts from other sections are adding
clutter to the landing page
People shopping for phones would be landing on this page, not those looking for support or plans.
Problems for Phones (Cont.) Problem#3: Content in Banner is not consistent
Apple content differs from all other content.
Problems for Phones (Cont.) Problem#4: Operating Systems need to be
featured
Not enough prominence to this important resource, and Apple is not even mentioned.
Problems for Phones (Cont.) Problem#5: Product descriptions are not
identical
These are the same product, yet the descriptions are completely different.
Problems for Phones (Cont.) Problem#6: Driver’s License/SIN required
During the purchase process, user is forced to enter in Driver’s License and SIN prematurely.
Competitive Analysis
A comparison section is a great feature from Bell
Asking for Driver/SIN is not something other companies are doing when starting the purchase process
Rogers puts Phones, Tablets and Accessories into one Tab.
Solutions We want to concentrate all the different devices
under one tab called “Devices”.
We need to add a Deal Center. This section is trying to promote sales after all.
We need to add a better “Why Telus?” Section, help strengthen the Telus Brand.
Eliminate the Driver’s License/SIN requirement during the purchase process.
Tablets and Mobile
Internet
Problems for Tablets and Mobile Internet
Problem#1: Visually unappealing and not easy to follow
Font is blue Not Good for a landing page
Problems for Tablets and Mobile Int. (Cont.)
Problem#2: A variety of Link Problems
For Shop for Tablets, Data Plans and Ideas that Came from you, different link structure
Problems for Tablets and Mobile Int. (Cont.)
More Link Problems
Different Links only Change the Tabs
Problems for Tablets and Mobile Int. (Cont.) Problem#3: Too many Links
Our state-of-the-art 4G network provides amazingly fast data speeds throughout our entire coverage area. Plus, go online in over 100 countries with one of our US or International Roaming Passes.
Problems for Tablets and Mobile Int. (Cont.)
Problem#4: Purchase Bug with Mobile Hubs
You are attempting to add a Mobile High Speed Connect Card to a shopping cart that already contains non-mobile High Speed products. You cannot combine Mobile High Speed and non Mobile High Speed products in a single order.
Problems for Tablets and Mobile Int. (Cont.) Problem#5: Website redirects can be confusing
In this case, you are re-directed to the general mobile internet landing page when you should be at a product description page
Problems for Tablets and Mobile Int.(Cont.)
Problem#6: Product listings are out of date
The Samsung Galaxy Camera is no longer being sold by Telus.
Competitive Analysis for Tablets and Mobile Devices
Bell offers customer reviews which is helpful
Bell also has images that pop out, which are more appealing
Bell offers the option of listing all the products on one page
Solutions
Put Tablets and Mobile Internet into one device category.
Offer Trade in device service (only offered for phones)
Show off some Mobile Internet or Tablet Accessories in the section.
Plans
Problems for Plans
The underlined text shows it can link to another page and this is not uniform throughout the page, therefore confusing the user on what to click. This affects the user’s decision making and overall user experience.
Problem#1 Misleading the user on what to click
The landing page for ‘TELUS Share Data Plan’ contains detailed explanation of how this plan works, but reading through it is very discouraging due to the elements used for this purpose.
Problems for Plans (Cont.)
Problem#2: Inconsistent Design Elements
Problems for Plans (Cont.) Problem#3: Broken Links
The link “Mike” is broken and might be the precise information the user is looking . This broken link will make the user leave the TELUS website if it doesn’t contain the needed information.
Competitive Analysis for Plans
Rogers actually offers video tutorials in their plans section, which is a great way of explaining plans. Users are provided more information and it simplifies something that can be quite complicated.
The content structure on Rogers is more uniform when compared to Telus as well.
Solutions
All clickable links leading to another page will have the same uniform element to highlight it as a link to another page, so as to not confuse the user and also create a better experience moving around the site.
Choose and stick to a defined content structure. Redesign texts with with bigger fonts size and make it uniform throughout the site.
Use an instructional video to supplement the text and pictures currently on the TELUS Share Plus Plans page .This helps the user understand what the plan is about better and aids decision making .
Fix broken link “ Mike “ and make sure its structure is consistent with the rest of the TELUS website.
Support
Problems for Support Problem#1: Information Architecture is not
functional
Uncontrolled growth of content helped by the lack of management for the existing information.
Problems for Support (cont.) Problem#2: Content is not structured properly
Misleading titles, robotic sounding text, poor SEO optimization and plenty of information that repeats.
Problems for Support (cont.) Problem#3: Design is not done with user in mind
Small fonts and an excessive amount of links plague the support section of the website
Competitive Analysis
Bell offers a great solution by separating support out completely from the shopping experience. This brings simplicity to the chaos
Bell also provides more “Self-Serve” Options. If these do not work they have an effective live chat window to help the user.
Solutions Reduce the number of sub-menu links and
repeated links
Create a live chat window as a last resort
Change the way that device and plan information is presented in support to emphasize simplicity
Increase SEO optimization for information so users can more easily find the information they want
Ideology and Final
Thoughts
How do we fix this?
Let us start by looking at some of the ideology that informed our ideas for a redesign.
Who are the users?
Three Main Categories of Users
New Customers Current Customers Current + Customers
Developing a Voice for Telus Professional but approachable
Caring but not overly sentimental
Smart but not condescending
Environmental but not preachy
Simple but not stupid
Business Objectives To sell Telus products
To make users more self-sufficient (reduce calls to the customer help center)
To promote brand awareness and brand engagement
To create brand advocates
Main Recommendations Creation of a “Devices” Section
Greater emphasis on consistent design
Adding comparison features
Streamline purchase process
Adding a Live Chat feature for Support
Questions?