Optus, Australia’s second largest telecom, contracted frog to evolve the digital execution of their new brand to a scalable, user-centric platform that understands different customer types and behaviors.
I was brought in to manage a global team, from eight studios, while on-location in Sydney for ten months. This work was performed at the client’s site, and involved coordinating with 28 product stakeholders to redesign and develop this 10,000+ page digital property.
Early on, we developed these principles to guide us.
Respect the Customer Journey
Appreciate and respond to the different journeys our personas are taking. The IA should be optimized so customers should be able to get to their desired destination in an efficient manner. Create an experience that remains coherent as visitors transition from prospects to loyal customers.
Scale Through the Entire Lifecycle
Ensure that patterns and paradigms apply consistently throughout the journey and that learned behaviours remain relevant. Recognise Optus’ long-term strategic goals and aim to anticipate possible changes in products, services and objectives in the future.
Create Awareness and Build Interest
Ensure that the information architecture speaks to our goals to acquire new customers. The information architecture must help to raise awareness for Optus’ offering for this segment.
Part of respecting the customer’s journey was to recognize the two very distinctive paths users take through the system. One is for users who are utilitarian shoppers, knowing exactly what they want.
The other, is more education-focused, understanding that these users need more time and explanation to comprehend their purchase. Both should end up in the shopping flow, leading us to design this “P” journey framework.
The original site we inherited left a lot to be desired.
The heat map tells us a lot: A large amount of traffic on a few top navigation items, and login, and not much else until you get to contact at the bottom—where you find the “contact us”.
After months of collaborating with internal stakeholders, external developers, and a global team of designers and technologists, we launched a beautiful transformation of the Optus site.
The brand was conceived by local Syndey-based studio Re: and we evolved it into a dynamic, expressive digital property.
Optus was finally becoming a media powerhouse, not a traditional telco.
Tools we take for granted today had to be invented for this project. We created a robust design system and a tool called LUX: Living UX. This used Sketch and had a library coded for better handoff to developers to ensure the movement being designed could be implemented as intended.