A Heuristic analysis - Part 1: Telstra.com.au Research & Discovery

Problem Definition 

Telstra offers numerous business and enterprise products, yet customers find it challenging to comprehend the benefits and differences between them due to the complexity of the technology. The Telstra website (t.com) lacks a straightforward way to compare and view enterprise and business products, services, and bundles related to broadband connectivity. As a result, customers often assemble hardware items on their own to establish connectivity. 

To address this issue, a holistic solution is required that includes a clear Telstra Enterprise (TE) converged connectivity strategy. This strategy should evaluate the strengths and weaknesses of Telstra's current data connectivity products in the market. Additionally, a straightforward communication strategy should clearly explain the differences between each product while bridging the gap between customers and sales representatives. The strategy should cover both mobile and fixed products, including Telstra 5G for Business, Enterprise Wireless (EW), Adaptive Mobility, 5G Business Internet plans, Enhanced Enterprise Wireless (EEW), Mobile Broadband (MBB), National Broadband Network (NBN), Telstra Enterprise 5G, Business-grade Fiber, Enterprise Mobility Managed Services, and ADSL. 

Research and Discovery

Design Audit 

To evaluate the user experience of each product page and gain insights into how users interact with t.com, we conducted a UX heuristic analysis. The analysis focused on the following areas: 

1. Content structure: Is the content on the page organized in a logical and easy-to-follow manner? 

1. Navigation: Is the navigation clear and intuitive, allowing users to easily find the information they need? 

In addition to these areas, we used usability heuristics provided by the Nielsen Norman Group (NN/g) to evaluate the product pages on t.com. These heuristics, created by Jakob Nielsen, provide guidelines for evaluating the usability of a user interface. They are: 

1. Match between the system and the real world: The system should use language, phrases, and concepts familiar to the user, rather than system-oriented terms. 

1. Consistency and standards: Users should not have to wonder whether different words, situations, or actions mean the same thing. The interface should follow platform conventions. 

1. Recognition rather than recall: The interface should minimize the user's cognitive load by making objects, actions, and options visible. 

1. Aesthetic and minimalist design: Dialogues should not contain irrelevant or rarely needed information. 

1. Help and documentation: Any help and documentation provided should be easy to search for, focused on the user's task, list concrete steps to be carried out, and not be too large. 

By incorporating these heuristics, we were able to evaluate the usability of t.com's product pages from a comprehensive perspective. 

Mapping links across product pages

To gain a better understanding of the underlying information architecture, we mapped the interactions between all business and enterprise product pages. This mapping activity was necessary due to navigational issues on t.com, and it will help us map business and enterprise products to customer needs, and aid in the creation of low-high fidelity flows and UI/UX for our eventual design solution, which will be discussed further in the conclusion. 

Archetypes – The Researcher

By analyzing the Telstra enterprise Archetype posters and CX maps, created by R/GA Sydney in November 2018, we can better understand user needs and identify areas where Telstra’s offerings may fall short. One critical archetype detailed in the documentation is 'The Researcher', whose responsibility is to locate a suitable technology provider and solution for the business. 

The Researcher is driven by the need to present a strong business case to 'The Decision Maker', another key archetype outlined in the documentation. To achieve this, they must demonstrate a clear return on investment for each investment and present the business case to the board. 

To accomplish this, The Researcher uses various resources, including social media, forums, search engines, white papers, and insights from peers and key opinion leaders. They seek a provider who can solve their specific business need, responds promptly to their request, and provides helpful collateral to support their business case. 

Meeting with potential vendors is crucial for The Researcher to validate their research. Receiving proof of concept, case studies, and testimonials are vital as they need to believe in the solution before presenting it to The Decision Makers. By answering these questions, The Researcher can be confident in their decision-making process and present a strong business case to the board. 

• How long will it take to implement a solution?  

• How much will it cost to implement a solution?  

• What is included?  

• Can you provide collateral to support my business case?  

• Is it possible to speak to a representative/account executive?  

• Can Telstra provide proof of concept?  

• Are there any case studies available for me to read?  

• How is the product/service configured and activated?  

• What type of ongoing support does Telstra offer for this product?  

• What kind of products are my competition using?  

• Can Telstra showcase a demonstration of the product?  

• Does the design match our needs?  

• How can I monitor usage?  

• How do I track support?  

• How can I solve/ escalate my issues?  

• How will I receive information regarding changes to my service?  

• How can I monitor the products' performance against contractual obligations?  

To assess whether t.com is effectively meeting the needs of The Researcher, a gap analysis was conducted using the aforementioned questions as a framework. Given that The Researcher plays a critical role in identifying the most suitable technology solution for their business, it is essential that t.com provides satisfactory answers to these questions and facilitates the effective fulfilment of their responsibilities. 

Findings 

Through research and discovery activities, we have identified several areas where Telstra's customer experience could be improved. Our findings indicate deficiencies in the communication strategy, page layouts, conversion funnels, link mapping, and a lack of critical product information tailored to user needs. Additionally, our research suggests that the browsing and navigation experience on the website is suboptimal. Addressing these issues is essential to ensure a better user experience and improve customer satisfaction.

Conclusion

In conclusion, addressing the identified deficiencies in communication, navigation, and page layouts is crucial for Telstra.com.au to enhance user experience and customer satisfaction. By implementing the proposed holistic solution, Telstra can better cater to the needs of its business and enterprise customers, ultimately improving usability and driving conversion rates. This report serves as a roadmap for prioritizing UX improvements and ensuring a more intuitive and efficient browsing experience on the Telstra website.