Enterprise
iOS + Android
End-to-End UX
TELUS Support
Simplifying Self-Service & Reducing Call Volume
Customers needed help, but didn't know where to start.
TELUS Support is a digital self-service experience that helps customers troubleshoot home internet issues.
I redesigned the experience to guide customers to relevant solutions, reduce friction, and make self-service feel like a reliable first step before contacting an agent.
Project Overview
TELUS Support helps customers troubleshoot home internet issues before contacting an agent.
I redesigned the self-service support experience to guide customers toward relevant solutions through a structured troubleshooting flow.
Working alongside a product manager, researchers, and engineers, I led interaction design, usability testing, and A/B testing to refine the support experience based on customer behavior and feedback.
The resulting experience made self-service easier to navigate, increased confidence in troubleshooting, and reduced unnecessary escalation to live support.
Role:
UX Designer — Research, Interaction design, Prototyping, and Validation Testing
Team:
Product Manager, QA, Developers, and Support Operations Stakeholders
Methods:
Usability testing, A/B testing, prototype validation, support-ticket and feedback analysis, journey mapping
Problem
Customers came to TELUS Support with a specific issue, but the existing experience made it difficult to identify the right path to resolution.
Broad support categories and content lists required customers to interpret technical language and search for their own answers. When they could not quickly tell which option applied to their situation, they abandoned self-service or escalated to an agent.
The problem was not simply content discoverability. The experience did not give customers enough guidance or confidence to move from “something is wrong” to a relevant next step.
Objective
Redesign the TELUS Support experience to help customers identify their issue, find relevant troubleshooting guidance, and resolve common problems independently.
The new experience needed to reduce uncertainty early in the journey, make support options easier to understand, and preserve a clear escalation path when self-service was not enough.
Process
I began by identifying why customers abandoned self-service and called an agent instead. The goal was not simply to surface more support content, but to create a clearer path from a customer’s issue to the right troubleshooting step.
The process focused on balancing three principles:
-
Guidance over searching: help customers identify the right path without sorting through broad content lists.
-
Confidence through relevance: surface troubleshooting steps that feel specific to the customer’s situation.
-
Support without dead ends: keep escalation available when self-service cannot resolve the issue.
Understanding Where Self-Service Broke Down
I designed and ran usability sessions to observe how customers approached support tasks and what they expected to happen at each step.
Participants often began with a clear problem but struggled to map it to the labels and categories presented in the experience. When the first option did not feel immediately relevant, they were unsure whether to continue, go back, or contact support.
I synthesized these findings into a journey map that highlighted the points where customers needed clearer language, more contextual guidance, and stronger signals that they were on the right path.
Flow Simplification
Using the research findings, I reworked the experience around how customers described their needs rather than around internal support categories.
I explored ways to organize issues into clearer entry points and progressive decision paths, so customers could move from a broad concern to a specific troubleshooting step without being asked to search for or diagnose the problem themselves.
The resulting structure reduced the amount of interpretation required at the start of the journey and made the next action more apparent.
Designing and Comparing Directional Concepts
I created prototype directions to test how different structures, labels, and support-entry patterns affected comprehension and confidence.
I designed and conducted A/B testing to compare those directions, looking at whether customers could identify the right path, understand the language used, and continue without needing agent support.
The findings informed the direction I carried forward: one that gave customers clearer issue-based entry points while keeping the journey focused and easy to scan.
Refining the Guided Experience
With a direction validated, I refined the interaction model and content hierarchy across the support journey.
I focused on making each screen answer three questions: What problem am I solving? What should I choose next? What happens if this does not work? Clearer labels, focused choices, and contextual next steps helped reduce the uncertainty that had caused customers to leave the experience.
I worked with product and development partners to ensure the final patterns could support both self-service resolution and appropriate escalation.
Validation and Iteration
I tested the refined prototype with customers to validate whether the new experience made it easier to recognize their issue and reach a relevant support path.
Testing showed that customers found the guided structure easier to understand than the previous category-led approach. Their feedback helped identify final refinements to language, hierarchy, and the points where additional context was needed.
The work established a more customer-centered support model: one that reduces the burden of knowing how TELUS organizes support before a customer can get help.
Solution
The final TELUS Support concept shifted self-service from a broad search experience to a more guided path toward resolution.
Rather than requiring customers to interpret TELUS support categories or technical language, the experience began with issue-based entry points that reflected how customers described their needs. From there, customers could move through focused troubleshooting steps and see relevant options based on the problem they were trying to solve.
The design also maintained a clear path to additional support when self-service was not enough, so escalation remained available without making it the default next step.
Impact
The work produced two researched and tested concept directions for improving TELUS Support: a step-by-step guided support flow and a dynamic card-based support model.
Both concepts were grounded in the usability research I led, which identified that customers needed clearer guidance when moving from a general issue to an appropriate support path. The concepts gave TELUS a direction for making self-service easier to understand and more actionable before a customer contacted an agent.
Reflection
This project reinforced that effective support experiences begin with the customer’s mental model, not an organization’s internal support structure.
Leading the research showed me how quickly confidence can break down when customers know something is wrong but cannot tell where to start. Designing around the language customers used, then guiding them toward relevant next steps, helped me see how service design can reduce effort before a person ever reaches an agent.
It also strengthened my approach to designing for escalation: customers should be able to get further help when they need it, but the experience should first make self-service feel clear, credible, and worth trying.