Micah Etheredge

Strategic design of Telstra's self-service products

I was part of a small team who were tasked with defining the strategic direction for Telstra’s future self service app and responsive website.

The problem

The problem

Telstra’s self service assets (currently the 24x7 app and My Account website) do the job required for todays environment – showing a user their data used and offering some extras like cheap movie tickets. We needed to understand what will be the desirable product in 2-3 years time.

We had to ask questions like:
• What will it look like when data limits are no longer a concern?
• What other information will our customers be interested in?
• What might drive customers to use this app/website?
• Will customers even need to open an ‘app’ to interface with Telstra’s offerings? How would that look?

Our audience

Our audience

Using pre-defined archetypes (personas) we were able to keep an eye on who these products were aimed at. This helped inform our selection criteria for our bi-weekly user testing sessions.

“Design for the novice, configure for the pro”
— A line my design manager often used that stuck with me.

Our process and my role

Our process and my role

As our team was small, we collaborated constantly. While my role was as a UI Designer, we all contributed during the discovery phases. Strategising, developing concepts, sketching and researching.
The project spanned seven two week sprints:

1 - IA and Navigation
2 - Data and detailed design
3 - Add-ons, pre-paid, billing and search
4 - 2020 refocus and drop 1
5 - Other services and linked experiences
6 - Desktop web experience
7 - Small Business

Besides the co-operative tasks my specific responsibilities included:

• Building out mood boards for testing
• Testing interaction patterns / motion design
• Wire-framing
• Defining user-flows
• Building prototypes
• User testing



We uncovered valuable insights about our customers needs and expectations through the iterative testing of various concepts. This said, while I believe user testing is valuable in most circumstances, when testing strategic concepts, the feedback from customers was often based on their ‘now’ experiences, and if acted on would no doubt lead to uninspired designs, only solving problems customers are experiencing today.

We were asked to think beyond todays needs so were therefore required to be selective about the user feedback we acted on.

The end results of our work will be passed on and referenced by teams building out the new experience.