Creating a Product Recomendations Tool: Telstra Enterprise Mobility

The usability issues on telstra.com.au are significant and require a well-considered solution that addresses the deficiencies without the need for a major overhaul of the site's I.A (Information Architecture), page layout, or communication strategy as this would require a significant investment in time and effort. 

To effectively solve the problem, the design solution must: 

• Answer the seventeen questions that The Researcher needs to know. 

• Offer a tailored product recommendation based on user needs. 

• Provide value for the time users spend on the site. 

• Bridge the gap between the user and the sales team to improve conversion rates. 

To achieve these objectives, we can build a questionnaire-style tool accessible via a call-to-action located on product pages. Users can quickly answer a few questions, and the tool will recommend a product or bundle that meets their needs. 

The flow of the tool can be designed to answer the seventeen needs of the user, educating them about the benefits of Telstra's business and enterprise products along the way. At the end of the flow, the user can enter their email address to receive the recommendation and supporting documentation, such as case studies, that justify the ROI to The Decision Maker. 

This approach provides value to the user in exchange for the time they spend on t.com, bridges the gap between them and the sales team, and generates leads for follow-up. It also bypasses the need for users to complete a contact form to get in touch with a sales representative. 

Even after the usability issues are remedied, the tool can still be implemented as a CTA on product pages, offering users an alternative browsing experience that enhances their journey on the site. 

UX design process: 

To create a tool that recommends tailored products, we can map products to specific question categories. These questions will help narrow down products and define the customer segment. For example: 

• Is this for a small, medium, or large business? 

• Do you need an internet connection for employees who travel overseas frequently? (C&SB  

• Would you like Telstra to provide managed services for your business? (Enterprise only) 

• Do you need a fixed or portable solution? 

• What is the installation address? (location-based products) 

Depending on the answers, we can recommend products such as Telstra 5G for business, Mobile Broadband, National Broadband Network (NBN), Business-grade Fibre, ADSL, Adaptive Mobility, Enterprise Wireless (EW), Enhanced Enterprise Wireless (EEW), and Telstra enterprise 5G. 

To build the tool, we will first create a flow chart that maps out every possible scenario. This will be used as a blueprint for development, but not before extensive critique and review by developers and UX staff. Following this, we will also create low-fidelity wireframes and perform usability testing to ensure the tool is effective and user-friendly. 

Usability testing - Skeleton wireframes:

The usability testing was designed to assess the prototype tool's effectiveness in guiding users through Telstra’s product offerings.Stakeholders, embodying the traits of the 'Researcher' archetype—a persona characterized by diligence in seeking efficient androbust business solutions—interacted with the early-stage wireframes. Their feedback provides an invaluable window into the userexperience of the tool, revealing strengths and opportunities for enhancement. 

The methodology was crafted to replicate the decision-making journey a typical user would undertake. The stakeholders werepresented with a low-fidelity prototype, a deliberate choice to focus their attention on the functionality rather than the visual design.As they navigated through the questionnaire, their interactions, hesitations, and decisions were observed and recorded, providingdata from which to draw conclusions. 

The sessions were structured to capture not only the participants' actions but also their in-the-moment reactions and thoughts.This real-time feedback is crucial in understanding the intuitive nature of the tool—whether it logically guides the user asexpected and whether the information it presents is clear and actionable. 

Deeper Probing for Customer Needs:

The feedback has shown that the questionnaire tool must delve deeper into understanding customer needs. This is particularly crucial when distinguishing between enterprise customers, who seek comprehensivebusiness solutions, and small business customers, who are more product oriented. The questions in the toolshould be re-crafted to discern these nuances and guide users toward solutions that match their specificbusiness context.

The goal is to make the questionnaire comprehensive yet user-friendly, providing clear options that lead totailored recommendations.

The updated question list aims to probe deeper into the user's needs and preferences while encompassingthe essential aspects of the original questions. It's designed to gather more nuanced informationthat can lead to a more tailored and effective product recommendation.

These questions are designed to gather detailed information about the business's size, activities,challenges, and preferences without requiring open-ended responses. They help differentiatebetween enterprise and small business needs, focusing on the specifics of their operations andpriorities. This approach should lead to more accurate and relevant product recommendations,tailored to the unique context of each business.

Implementation Note:

• To ensure user privacy and data protection, it's important to clearly communicate the purpose of collecting this information and how it will be used.

• The address lookup feature should be user-friendly, offering suggestions as the user types to streamline the input process.

• In cases where a user might not have a specific address (like in preliminary planning stages), an option to select a general area or city could be provided as an alternative.
  

Conclusion

While the project showed great potential and laid a strong foundation for improving the user experience of Telstra's website, it unfortunately did not reach its intended completion. Despite our best efforts, external circumstances led to the project being put on hold before we could fully realize its potential. However, the insights gained from the usability testing sessions, the meticulous planning and design work, and the comprehensive recommendations provided in the report remain valuable assets. They showcase our dedication to enhancing user experiences and driving meaningful improvements in digital product design. Although this project may not have reached its intended conclusion, it serves as a testament to our commitment to delivering user-centric solutions and driving positive outcomes in UX design.