Overview
Phone Number Transfer
Phone number transfer allows new TELUS customers to transfer their existing phone numbers into the network. I created the designs for the mobile app flow, allowing customers to transfer and validate their transfer from their very same device.
Year
2024
Project type
Mobile app
Client
TELUS
Introduction
First action as a new customer
For new TELUS customers, porting in their existing phone number to the carrier is the most visited self-serve flow during onboarding. Currently, the app entry point redirects to the mobile web experience, which had poor usability for mobile phones.
As the lead designer, I worked on creating the user experience of the new app, making decisions from leveraging data from the existing web experience. Collaborating with developers, we utilized new technologies to create the first React Native app experience in-house.
Problems
Poor performance and clarity
The existing mobile web flow suffered from slow performance, unclear information needs and instructions (eg. providing old account number or old IMEI number), and confusing next steps to confirm the transfer. The existing experience's drop-off rate was ~23%.
Poor performance when cross-linked to mobile web
Users had to wait over 15 seconds to land on the web experience, causing drop-off rates over long wait times.
Confusion on how to find required information
Users didn't know where to find the account information needed to submit a transfer, and the interface does not provide guidance or clues on where to find it.
High number of timed out requests
When the 2FA SMS is sent, it requires user action within 90 minutes before timing out. Users did not understand the urgency of this next step, leading to timed out requests and a high number of support calls to remedy the timed out status.
Opportunity
Simplifying the transfer flow
To improve the end-to-end experience, we evaluated the existing user flow and drop-off rates to suggest the following improvements:
Reduce the friction points to get into the flow, complete the flow, and find transfer status
Give users more autonomy and guidance when inputting required information
Surface the transfer status more clearly to reduce call-ins for support
Final designs
Final launched designs
As the first My TELUS app experience to be redesigned in React Native, the final designs both improved the usability and performance of the application.
Reduce load time and friction to start
By creating a native in-app flow, the load time to enter the experience decreased from 15 seconds to ~2 seconds, while the number of taps to enter the flow was reduced from 3 taps to 1 tap.
Check for number eligibility upfront
By moving the phone number checker to the first step, we can surface their eligibility on step 1 and upon any errors, can provide detailed error handling earlier in the experience.
Simplify the necessary inputs
We revised the content to help customers find their old service details by referencing their old service bills from their previous provider. Customers have the choice to provide between different old service details, allowing them to adapt with the information they have on hand.
Leveraging analytics, we used old account number as the default selection, due to the higher selection and success rate.
New 2FA SMS acknowledgement
A new step was added where users must acknowledge the upcoming 2FA SMS through a checkbox before submitting their transfer. Previously, this instruction was given in the Confirmation screen, causing many users to miss the SMS and time out of the transfer period. By ensuring customers read and check the box, we increased the rate of successful transfer.
Dynamic status updates
Users previously had to view their status by selecting into the Transfer flow again. As new customers await their service transfer, we decided to surface these messages on the main app tab. This prevented re-entries into the flow, as well as call-ins for service agents.
Impact
Wow so good
Advocating for the design system. Because vendors don't have knowledge into the rest of our digital platform, it was important to drive alignment and provide support as if they were internal developers.
Making a long testing flow simple by surfacing only key information and interactions. Simplification and breathable designs helped make the test feel shorter.
Takeaways
Key takeaways
Advocating for the design system. Because vendors don't have knowledge into the rest of our digital platform, it was important to drive alignment and provide support as if they were internal developers.
Making a long testing flow simple by surfacing only key information and interactions. Simplification and breathable designs helped make the test feel shorter.