Telus Vision

My role as Group Creative Director: Leading local and international creative teams in unison with multiple clients to create and impliment the building blocks of a new global experience vision.

The Ask

As with many telecoms, major Canadian provider Telus needed a uniting vision for the way forward.  Multiple business units had historically operated within their own mandates with an absolute hand, creating a fractured user experience.  The new internal group Telus Digital was charged with uniting the various strands of business needs and platforms — and for more than just the digital channel.  My goal as Group Creative Director on Huge's Telus team was to help Telus formulate an omnichannel vision, uniting the needs of end-users, potential customers, Telus representatives and techs in a single set of experiences.  My team was located in three offices across two countries, and our goal was nothing short of making Telus the world's friendliest, easiest, and most welcome telecom.

From Beginning to End

Working with our clients, we established priorities for which experiences were the most important to tackle: All of them.  From home services to business customers, from sales to onboarding to retention.  We established a full end-to-end service design framework, and began tackling the problem not in terms of pages or sites, but instead by thinking from a wholistic perspective.  The user journeys we investigated crossed from digital to phone to in-store and in every stage of the consumer lifecycle.  Picking the right mobile phone is important, but so is knowing where your cable installation tech is and when he or she will arrive.  Knowing how your monthly bill is put together is as important as knowing the best place in your house for a wifi router.  And for the user, every step of that experience should feel friendly, welcoming, and useful. Working holistically allowed us to create these experiences in a unified way.

Business Needs and Design Carry Each Other

Creating a seamless and smooth user experience can't just be left to designers.  In our role consulting with Telus, Huge had the opportunity to engage with business owners from across the Telus organization to improve their users experience from every point of view.  In any large organization, legacy technical and business systems can become siloed, and create warrens of inconvenience and inefficiency.  By working with stakeholders throughout the organization, we were able to break down barriers and help Telus identify opportunities to improve the way they worked with their own clients.  And once that was done, we helped them roadmap solutions, spin-up teams, and begin making real systematic changes to the way they did things.  The result is a constantly improving customer experience, which breaks away from the traditional telecom structures of what you can, and cannot, do for yourself as a user.

The Result

Far from a single site or experience, the Telus work was much more than just a vision.  Early concepts turned into launched sites within a year — the Canada pharmacy prescription drug store site is already live in an early test of the concepts we had put together, and many more portions of the experience are now in advanced testing and revision.  Experience packages that span business units and channels are now being assembled to push the work even further.  It was a joy to work with motivated, talented and engaged teams across Huge and Telus — all of whom united and continue to work  towards making Telus the best, and friendliest telecom in the world.