TELUS SmartHome Security Wizard
Summary: A guided experience that provides custom plan and device recommendations for home security customers.
My role: Primary UX Designer (Flow diagrams, Wireframes, Usability Testing, Visual Design)
Duration: 3 Months
Company: TELUS
Overview & Problem Statement
Purchasing a home security system can be a daunting experience for new customers, because there are many configurations to choose from. TELUS needed a way to engage prospective customers, and have them feel confident about their choice in installing a home security system, and choosing TELUS over other service providers.
As the primary UX Designer on this project, I worked with multiple internal and external teams, including product owners, development and other designers.
Initial Research
I worked with my external team to conduct a series of interviews with both prospective customers and internal SmartHome Security staff members (like call centre agents and technicians). The goals of this research were to:
Service Design
Learn about the call process and what questions the agents are asking customers when configuring their security plan.
Understand key values of buying home security with TELUS versus other providers
Understand how we can reduce bottlenecks for the call centres through our solution
Learn about most popular devices
Customers
Discover motivations of customers seeking security services
Understand which customer segments to target
Understand what level of guidance we needed to provide
Understand in what way to serve up information for our customers
Concept creation through Design Sprints
We then ran a 3 week design sprint where we tried out different ideas of how a prospective customer could shop for a SmartHome Security plan. In the first iteration, we collaborated on designing a guided flow based on how a customer would walk through the purchase process with a call center agent. From there, the design iterations evolved, taking into consideration the feedback received each week of the sprint.
Sprint 1
Does a guided flow based on the call-center agents work?
Yes - Guided flow works very well - but users want more details on products and pricing.
Sprint 2
Does asking users to select their own plan & devices work?
No. Users overwhelmed - don’t feel comfortable choosing their own devices. Want to be told what’s best for them
Sprint 3
Does recommending the plan and devices to users work?
Yes. Very effective - customers felt comfortable and confident with the recommendations.
Finalized flow
With the conclusion of the third sprint, we came to this final flow for the design. This design would be a guided flow, or “wizard”, where customers would first select from a list of “Wants & Needs”. Depending on their selection, they would then answer a series of questions and at the end, will give them a custom recommendation
Continued iterations
After landing on a strong concept from the design sprints, I worked with my product partner to determine which specific questions we needed to ask customers in order to deliver a comprehensive recommendation. I utilized the TELUS design system to design the on-brand look and feel for this experience.
Refining the visual language
I found the initial iterations to be quite text heavy. I wanted to add more visual elements to the questionnaire screens. To add context to the questions, I created these floor plan illustrations that would indicate which part of the house was affected by that particular question.
Usability Testing
I conducted some moderated testing with our new prototype. I ran each test for 1 hour, with a discussion guide of questions and topics I created for the full end to end flow. I interviewed different age groups and backgrounds which provided a lot of insight into the mental models of our customers.
Testing Insights:
Users appreciate visual aids, such as diagrams. (*Where there were none in this prototype)
Users did not want to read walls of text.
Some issues with UI hierarchy made it hard to focus on what information was important
Guided flow was easy to get through
Users had some trouble understanding pricing
Users indicated that if they felt stuck, they would want to call in
Users understood the correlation between their recommended devices with the questions in the guided flow
Final Design
Based on the usability tests, I focused the final visual design on balancing visual elements and information.
Final Screens
Results & Performance
The tool was launched to the live website, and was also utilized at physical TELUS stores and promotional kiosks at the mall.
From A/B testing, we found that there was a higher conversion rate of customers setting up calls using the wizard flow, versus converting directly from the marketing pages.
What next?
The wizard is continuously being iterated on, with new features and additional questions as we continue to scale SmartHome Security.