Rate Plan Change

Redesigning how customers shop and compare new mobile phone plans by increasing conversion and reducing drop-off rates.

Client

TELUS

Role

Lead designer

Year

2023

Platform

Responsive web

Background

The rate plan change flow allows customers to modify their monthly phone plans and add-ons online—offering a convenient alternative to visiting retail stores. This self-serve option not only enhances user convenience but also reduces support call volume, which can cost the business up to $16 per call. ‍

I led the redesign of this flow using our new design system, with the goal of increasing conversion rates and reducing user drop-off. I collaborated closely with the Product Owner to make data-driven decision over feature prioritization and using prototypes and UX research metrics to gain buy-in from stakeholders.

Impact

Post-launch analytics showed that the redesigned experience improved both user engagement and business outcomes.

Conversion rate

15%

Year-over-year conversion

+30%

Drop-off rate decrease

-24.3%

User challenges and insights

I began by analyzing Voice of the Customer (VoC) feedback, which revealed that users struggled through the three-step flow, were unclear on plan names/add-ons, and sought better comparison tools.

In collaboration with the UX Research team, we conducted 1:1 moderated usability testing on the existing experience to gain qualitative data on how customers felt during the journey. Key quotes from this study included:

Step 1: Manage Plan
3/5 participants would prefer plan details to be displayed in a list rather than a paragraph. 2/5 noted that they didn’t understand everything in the plan name
“I wish there were more descriptions about the plan options I was choosing between. Instead, I had to open another browser and google.”
Step 1: Manage Plan
2/5 would prefer add-ons ordered by type/feature instead of cost to make it easier to compare similar options.
“I wish there were more descriptions about the plan options I was choosing between. Instead, I had to open another browser and google.”
Step 3: Review
3/5 wanted or expected to see both their current plan and new plan at the same time.
“It would be nice to have a side by side comparison of the features of both our old plan and our new plan. I'm still not 100% sure that I've made the right decision to switch”

Cross-functional alignment

I facilitated a cross-functional workshop to share insights and address pain points and opportunities in the customer journey. By evaluating our existing flow with competitor experiences, we identified opportunities and generated strategic ideas that informed our redesign direction.

Redesign goals

By leveraging these user insights, we identified our main goals for the redesign with the intention of improving user confidence to self-serve.

1

Surface plan details clearly to showcase value of products

2

Improve IA to group add-ons intuitively for users to find

3

Enable easy comparison between new and current plans

Ideations and designs

Guided by our goals, we worked on iterating through design improvements. I redesigned the layout of the experience, and collaborated with a content writer to better highlight key differences between plans and a customer’s current selection.

We also revised the information architecture to better align with user expectations—grouping add-ons more intuitively and using clearer labels.

Usability testing

We ran an unmoderated usability test to evaluate whether users found the redesigned experience more intuitive for completing common tasks. Results showed strong improvements with the redesign, while highlighting two areas of improvement to increase the discoverability of add-on details and the comparison footer.

Layout and plan cards
6/6 participants appreciated the plan cards, noting that the clear breakdown of title, summary, and key features improved scannability.
“I like the way that information is displayed... It's clear how it compares to relative plans on this page”
Product information architecture
6/6 participants found the add-ons easy to navigate and said they were located where expected.
“Everything (add-ons) was where I expected it to be. Nothing is out of place from where I think it should be.”
New comparison footer
3/6 participants discovered and used the new comparison table in the footer, finding it helpful to view their old and new plans side-by-side.
Discoverability of details
Participants missed the “Where can I call?” link to view the list of countries included in Long Distance add-ons
Verbiage of comparison footer
Participants did not intuitively use the “View plan details” button in the sticky footer when asked to compare their new and old plans

Final launched designs

Scannable vertical plan cards

I redesigned the plan layout into vertically stacked cards to improve scannability and allow easier side-by-side comparison of features. In collaboration with engineering, we also enhanced the backend content retrieval system to ensure plan descriptions stayed consistent with current marketing language.

Sticky comparison footer

To help users make informed decisions, I worked with engineering and the design system team to create and implement a comparison table within a new sticky footer. This allowed customers to easily reference their current plan and compare it against their selected plan—highlighting differences in price and features in real time.

Improving discoverability of add-ons

Using insights from a card-sorting exercise, we reorganized add-ons into more intuitive categories that reflected how customers naturally group services. I also introduced new interaction patterns, such as content modals, to surface key information and help users make confident purchase decisions and reducing drop-off.

Reviewing new choices with confidence

I redesigned the review page to reinforce user confidence before checkout. Visual indicators—such as “New” badges and a dedicated section for removed features—clearly summarize changes to the customer’s plan.

Takeaway

The project marked a significant upgrade in the customer experience, but also with aligning the flow with the new TELUS design system. It also modernized the underlying tech framework to ensure the content dynamically reflects current marketing initiatives. As we move forward, we’re focused on making backend-driven content more intuitive and customer-centric, starting from the Marketing teams creating the content entries.

For a more detailed presentation on the design strategy and process for this project, please reach out.