https://triestinaschlaepfer.com/about daily 0.75 2025-09-01 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632327473809-ERC1NCS3M6DHKFVYPHQW/about-image-blobs.jpg ABOUT - Hello! My name is Triestina, it’s a pleasure to meet you. I’m a Senior Product Designer with over 8 years of experience creating customer-first experiences that are accessible and intuitive to use. My work takes a human-centric, empathetic approach, keeping the end user in mind through all stages of creation. I love a good problem to solve and have a dedication to understanding customers behaviours and needs. I have a passion for accessibility and believe that everyone deserves access to usable, delightful experiences. My goal is to maximize connection through fresh, innovative and impactful work. When I'm not fantasizing about ideal customer journeys (though admittedly, it's not something I can easily turn off, ask my family and friends!) my hobbies include reading a good Agatha Christie mystery, thrifting and playing with my cat Gazpacho. I also design my own line of products over at @colourfyme https://triestinaschlaepfer.com/contact daily 0.75 2021-09-22 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632088186243-AQZU0TNEFGEFVDM5X38K/Chat-bubble+2.png Contact - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://triestinaschlaepfer.com/read-me daily 0.75 2025-05-08 https://triestinaschlaepfer.com/portfolio daily 1.0 2025-09-01 https://triestinaschlaepfer.com/portfolio/black-friday-campaign monthly 0.5 2025-09-01 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632020304248-GGQ1KQ9HZST8LFUWHRL6/Banner.jpg WORK - Window Shopping Campaign - Kobo Black Friday Campaign - Window Shopping Role: Art Director, Lead Designer Black Friday is one of the farthest reaching campaigns we do at Kobo, with creative spanning cross-platform such as web design, digital, social, retail, CRM and more. As Art Director I facilitated the whole campaign from research to concept to development, overseeing thousands of assets across multiple countries. I managed a team of designers, copywriters, production artists and an external agency, while working cross-functionally with developers and stakeholders throughout the duration of this campaign. I also created a comprehensive playbook and template / component library to ensure cohesive design across platforms. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632090684624-ZF13HMF5B993A4JXI2MF/Blog+Post.jpg WORK - Window Shopping Campaign - Copy Strategy The approach we took with copy was to emphasize the benefit to the customer and show them a cost effective way to rekindle their love of reading. With lockdowns happening worldwide, people were looking for safe and educational forms of entertainment. Keywords like “Hobbies”, “Home Office” and “Homeschooling” were trending with an over 500% increase in search results. With this in mind we made sure our copy spoke to starting a new interest or staying comfy inside with a good read. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632252634705-QXDRBEM1A4IWOUPNTCA6/Banners.jpg WORK - Window Shopping Campaign - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632093434850-UQGYDKSWGC7U2UXO0DC0/BF2.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632093884601-ZN7QESZCKP1L8SSX4CO3/BF.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632093900054-SZ1XW8UQRB5GXTHRD0F9/BF3.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/9a2f6a39-99e5-4e56-bb0d-30505b3f1f04/social+2.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/5086bed3-52e8-43f4-8f4f-bdd336e4c530/homepage+2.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/6c2e6039-a38f-4810-a923-cd2fccc3d191/Email.jpg WORK - Window Shopping Campaign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/b32f1fc7-f284-46d2-a5b3-f7feefce8983/Mobile+Banners.jpg WORK - Window Shopping Campaign https://triestinaschlaepfer.com/portfolio/audiobooks-masterlist monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632014417427-SUJNTTBF1KDCMVJQBQTG/Frame+24.jpg WORK - Kobo Audiobooks Masterlist Page - Audiobooks Masterlist Webpage Redesign Role: Lead Designer, UI / Prototyping, User Testing Collaborators: Sam Arnold (Design, User Testing) Natasha Granja (Copywriting), Jacques Viau (Copywriting) The Audiobook Masterlist page is a landing page on Kobo.com that customers go to to find their next listen. It would continually come through Creative to be updated with new lists. The way it was configured the lists would just be added to the bottom of the page, creating an endless scroll and a difficult user experience. Recognizing this as a core landing page on the site with dual purpose for SEO and conversion, I identified that this would be a prime candidate for redesign and iteration, knowing that it will remain evergreen, and that there will be a continued need to update it. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632329827052-8Y81LYTWXAKBOYER8XGZ/Original+ABK+page.jpg WORK - Kobo Audiobooks Masterlist Page - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632085652963-SRFFQD49UXZR2FN0F9BA/Category+re-org.jpg WORK - Kobo Audiobooks Masterlist Page - Category Reorganization One of the most common flags we came across during user testing was the way the categories were organized and how this structure negatively impacted product usability. The Creative team had a working session with the content and strategy teams to add, delete and re-organize the lists into new buckets which would help inform updated copy. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632086681931-3D5NKA3M8XH5PLXU872X/Before+After.jpg WORK - Kobo Audiobooks Masterlist Page - Before and After Through market research, user testing and iterative design, we were able to present solutions for the original hypothesized problems with this page as well as unforeseen insights gathered during the user testing process. We addressed: A too-long scroll which failed to engage (evidenced by heat map testing) Inefficiently used space at the top of the page (header was too tall) Categories & organization which did not resonate with audiobook listeners Repetitive imagery unrelated to content Generally out-of-date creative in reference to accessibility standards Now that the page is live, a new heatmap has been created to analyze customer patterns, with the hope that the usability has improved, leading to higher conversion and interaction. Once we have those results, there is the potential to iterate further to reach an ideal user experience. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632081201962-K8C0V8ZK5N671I173LHI/Heatmap+1.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632081213398-GGFM61KIQDDRTZOOL0JO/Heatmap+2.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632081225300-WAHARE4ANP6Z9HZSTMH6/heatmap+3.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632081240527-M785DWEXEAAIYWWBU7V5/Heatmap+4.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/c9bd6631-ac0c-4a55-8fdf-bad0d703b0e6/Proto+1+result.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1af96b7e-e96f-41fd-81ed-d067e9abb77b/Proto+1+results+2.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ae0e6e29-242f-480c-b9bd-83ec4f5eb18d/Proto+2.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ed259bb9-09e7-491f-929c-c0d1c0d47b0a/Proto+2+2.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/5cf424af-4254-4a1c-9de7-e1bf8b7a7355/results.jpg WORK - Kobo Audiobooks Masterlist Page https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/24c1abe6-4245-4dc4-be96-25572477c1c2/iteration.jpg WORK - Kobo Audiobooks Masterlist Page https://triestinaschlaepfer.com/portfolio/kobo-editions monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1631909334138-MT3JYAVRUHGGWQ4IM54Q/Book+mock+2.jpg WORK - Kobo Editions - Kobo Editions eBook Covers Role: Art Director, Lead Designer Collaborators: Clariana Lorelli (Designer), Leah Flanigan (Designer), Rebecca Rooks (Designer) Working with the Kobo Originals team, I created concepts and templates for the new Kobo Editions ebooks. The ask was to create a collection of book covers for classic novels that embrace their longevity, but also gives a contemporary spin to entice modern reading audiences. The covers are meant to look cohesive together, understanding that there is the potential to be hundreds, possibly thousands, of classics that could be published under the Kobo Editions aesthetic. I presented 3 book cover concepts ranging from the most classic to the most modern. They had to be covers that were a) easily executed due to timelines and different designers working on them b) all work together cohesively (as I worked I imagined what these would look like as physical books on a shelf) and c) have the potential for endless covers to be made without looking repetitive d) be readable / recognizable in black and white on Kobo eReaders. They ended up choosing all 3 concepts to use, with Iconic representing classic books, Watercolour representing children’s books and Contemporary representing plays & poems. Currently there are hundreds of these editions live, with the collection expanding more each month. During pandemic lockdowns, we were able to offer these editions for free to customers as a way to get them engaged with Kobo while also giving them an affordable past time to enjoy. Over 65,000 Kobo Editions were downloaded in this time. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1631924845453-ELU0NR36FD5X2QKL36J2/Iconic+flatlay+copy.jpg WORK - Kobo Editions https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1631925992270-H35PWVMJRUU1HUAP1ISR/Watercolour+flatlay+copy.jpg WORK - Kobo Editions https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1631927088712-KX1DVBVTP06K903C37RW/Contemporary+flatlay.jpg WORK - Kobo Editions https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1007e2b6-73f8-40b2-a715-fc12dfb7bd99/2+book+mockup.jpg WORK - Kobo Editions https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/4ba20622-1041-47d7-bfd7-08bc826bb02c/audio+mockup+copy.jpg WORK - Kobo Editions https://triestinaschlaepfer.com/portfolio/top-100 monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632249759790-NITZ8MKGDKRJ4MF6L4HS/DSC_4582.JPG WORK - WXN Top 100 - WXN Top 100 Event 2016 Role: Art Director, Designer Collaborator: Shirin Esmaili (Designer) Top 100 is the biggest Women’s Executive Network event, celebrating the accomplishments of 100 powerful women making an impact in their industries. The event hosted over 1500 guests including many high profile people ranging from mayor John Tory to executives from all over the country. The theme of 2016 was “Raise Your Voice” and I was appointed Art Director in charge of the visual identity. The concept had to be used across many different types of collateral including a program book, an introduction video, event signage, snapchat filters, newspaper ads, online banners, email, presentation slides and more. The event, and the concept, act to empower women, especially in their professional lives, to continue to advocate for themselves and others, making sure to take a stand and raise our voices for a brighter tomorrow where equity is at a forefront. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/81f8b99f-bfe3-4e0b-991d-0074dbe832ec/Covers.jpg WORK - WXN Top 100 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/a64cea2e-7c4f-4fbf-b853-6b47c077f2ce/Inside+Book.jpg WORK - WXN Top 100 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/7cc0a138-0e69-4856-9d94-ec8a6ba76aa8/snapchat+filters.jpg WORK - WXN Top 100 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/77a328c1-ba5e-4da7-a87b-b2e09aa40528/video.jpg WORK - WXN Top 100 https://triestinaschlaepfer.com/portfolio/wxn-mentorship monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632270054516-BT9GRR45M1RR4SDPYGAP/Mentorship+Magazine.jpg WORK - WXN Mentorship - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632269976479-8TRF8RF75IDST276H6H3/OUTLINED-V2-Tap-in.png WORK - WXN Mentorship - WXN Mentorship Ad Campaign Role: Designer One of the services WXN offered was career mentoring under one of the Top 100 Event winners. To promote that the 2016 program was open for registration, I helped develop an advertising campaign. Collateral consisted of magazine placement in the Financial Post, ads in the National Post, promotional postcards and website banners. The theme was “Tap Into Powerful” so I utilized imagery of lightbulbs to tie in the concept of wisdom, playing into the “light bulb” moment and illumination that mentoring can help provide. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/9edc1e4e-ee67-4695-8aff-95ef93647785/banners.jpg WORK - WXN Mentorship https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/e8acfc7b-a22b-4996-9888-20b7efc88096/poster.jpg WORK - WXN Mentorship https://triestinaschlaepfer.com/portfolio/walmart-ebooks monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632171339929-R3IY0ZH5UESJL297UT5R/Walmart.jpg WORK - Walmart eBooks - Walmart eBooks Role: Designer Kobo provides marketing for both the Kobo x Walmart co-brand Walmart eBooks and Walmart.com assets. I handle Partnership creative, and manage all Walmart projects. Collateral I’ve created includes: A Walmart component library with brand specifics and templates for the team to leverage Landing Pages Walmart.com assets (banners, emails) Emails Magazine and Newspaper Ads Affiliate ads and other digital marketing Retail assets (Posters, gift cards, die-cut displays) Social Adapting campaigns to fit within the Walmart brand https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632252391013-LNHJ4HPRH2GIMJG0ZQ88/WM+Grocery.jpg WORK - Walmart eBooks - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632252521543-PSVPUZNVGCT7DMSA4PQ9/WM+LP.jpg WORK - Walmart eBooks - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/139674ca-3be8-4524-ae6c-716e4de1c63a/social.jpg WORK - Walmart eBooks https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/4ff8bfa1-4f98-4b9c-9711-9e16b1eacefe/Poster.jpg WORK - Walmart eBooks https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/96443383-8ed5-4fa4-9e75-bd204ce5328b/gift+cards.jpg WORK - Walmart eBooks https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1820f446-61a0-492f-a051-8f93964595b5/walmart+web.jpg WORK - Walmart eBooks https://triestinaschlaepfer.com/portfolio/illustration monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632005260300-ZQS2LO7EJVEKSMXKLF9F/Star-society-dribbble.jpg WORK - Illustration - Illustration A sampling of illustration work I’ve done. Some have been made for products, others as illustration exercises. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632004868926-43GNLJYDCNC37IVBALRL/Sun-Baby-Valentines-Dribble.jpg WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632004940973-VNS7NUTXLQE26CR9FFV3/Moon-Baby-Valentines-Dribble.jpg WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632004992395-L6G2BM2I9DKLN5ZBMJ6D/Star-Baby-Valentines-Dribble.jpg WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/3ffa16bd-5886-4b5e-b7aa-35442a5b15be/229B7ADA-C57B-47EE-9E18-C99CAC4D3D0D.gif WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/5d408d69-72b5-41c7-88aa-5ded4b2420dd/9F7DEC7A-724A-47DD-907D-DD15F70B0640.jpeg WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/42b2d244-fa83-40bc-8485-70e350235e7d/Cloud-Friend-Hang-Tag.jpg WORK - Illustration https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/fe092b14-e37c-4311-9514-32d26fcf3072/Infinity-pencils.png WORK - Illustration https://triestinaschlaepfer.com/portfolio/iconography monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632008455950-FGTPQ9EUWJKJZIEGDOEI/Frame+18.jpg WORK - Iconography - Iconography Collections of icons I have done for various projects and products. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/3d519997-d98f-4cf0-9093-eda7e2af84a0/Indigo-Icons.jpg WORK - Iconography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/c3016c79-13ca-4ba1-b33c-276d2174172c/Resume-Icons.jpg WORK - Iconography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/cef0b9ab-de21-481d-bbcf-e44797e25597/staff.jpg WORK - Iconography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/e18055fc-34ab-42e2-8504-301fed483c9b/Portfolio-Icons-ereaders.jpg WORK - Iconography https://triestinaschlaepfer.com/portfolio/photography monthly 0.5 2025-01-29 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/1632010835989-LMKYU2X1CGJENDC7AFWM/bow.jpg WORK - Photography - Photography Various photography projects that I was involved in. I have experience in directing photoshoots, styling, and editing, as well as lifestyle photography, promotional photography and product photography. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/b32a705f-f37a-434b-9933-630c3477bd42/DSCF3015+copy.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/015d51e6-e92d-4dda-9720-011f64d5124e/Negaverse+Necklace.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/3208db0a-a8ec-4703-b416-5d0101067bc6/2021_05_06_KOBO_Shot_08_Gabrielle_AudioUseCase_ListeningWhileBaking_1095.JPG WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/6b3b6f8b-6548-400d-890a-4a50494ec34c/DSCF3025+copy.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/b401d18e-57b6-4097-a85a-fef9fb68c2ac/Cat+Skull+Button.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/6a078343-f8cd-4d97-8078-f8389bfb0ed5/2021_05_06_KOBO_Shot_23_Anthony_AudioUseCase_ReadingWhileEating_2710.JPG WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/05ee9c0f-0115-4878-a517-a15e3e653ffd/Indigo+photo.jpeg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/a705598c-b9db-462f-93dd-f91f3ecdbc0c/2021_05_06_KOBO_Shot_14_Layla_AudioUseCase_ListeningInBed_1751.JPG WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/f33085e1-e4bf-45e7-b114-97c56f90f528/2021_05_06_KOBO_Shot_04_AudioCase_ListeningWhileOutside_0585.JPG WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/d42dc261-565a-4623-80d2-b5a77f50907a/wing+sticker+2.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/f9a28ae3-0624-4b56-91f3-d5b17e6acc89/acnh+keychain+2.jpg WORK - Photography https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/10b12a48-963c-446a-bd18-1455bfab629e/Mug+Photo+2.jpeg WORK - Photography https://triestinaschlaepfer.com/portfolio/support-centre-redesign monthly 0.5 2025-01-30 https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/858d5267-8ca4-4875-9086-3e9886d2bbdb/Support+Centre+Title+Card.jpg WORK - TELUS Support Centre Redesign - TELUS Support Centre Redesign - Web Role: Lead Product Designer, Research, User Testing, Prototyping, Wireframing Collaborators: Harrisson Joseph (Co-lead Product Designer, Research, User Testing, Prototyping) Jaime Bishara (User Researcher), Ece Dilege (User Research), Ravika Singh (Content Lead), Rebecca Harper (Information Architecture), Freddy Ramirez (Developer) & Luis Farfan (Developer), Oskar Westin (Accessibility Lead) The Support and Help Centre on TELUS.com houses over 2000 articles and guides for every TELUS product and service. The goal of the Support Centre is to allow users to self-serve and easily triage to find relevant information for their troubleshooting needs. This would allow users to solve problems on their own without the need to contact customer service, alleviating friction and aligning with TELUS business goals to reduce customer service calls. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/d4720cb3-7990-4883-9d7d-57da9e093f5d/test.jpg WORK - TELUS Support Centre Redesign - The Problem Due to an increase in customer service calls we sent out a survey to customers who had recently leveraged the Support Centre to better understand their pain points. Through the results of the survey we learned that customers struggled to find relevant information and would often leave the site to call customer service. 31% of users found the Support navigation experience confusing and felt they weren’t able to locate what they were looking for. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/2fc60438-5e26-4578-9d67-39f69f4044ef/Testing+1+results.png WORK - TELUS Support Centre Redesign - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/8b5c0cf4-32f1-4a0a-9bfc-391e2da2c3c7/Old+Support+Flow.jpg WORK - TELUS Support Centre Redesign - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ab3ea8b4-8535-480d-9529-9ccc7742aba0/Tree+test+start+%28Internet%29.png WORK - TELUS Support Centre Redesign - Benchmark Tree Testing Before we could start updating our site’s hierarchy, we needed to measure user performance and satisfaction with current site structure to compare future iterations of the tree structure to identify any improvements. To do this, we created a text-only version of the site’s hierarchy and laid it out in front of participants with specific prompts. Participants were then asked to highlight a category or page within that structure where they would expect to find a particular item or piece of content. In a successful tree test, the goal is to reach 65% - 80% task success rates. The initial benchmark success rates came back quite low. For instance, our initial results using the current Internet tree showed there was a lot of room for improvement, with only one task scoring 65% and a majority of the tasks scoring 18% or lower. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/5a6efa51-1471-498c-9e76-3a890a803d85/Screenshot+2025-01-29+at+5.22.55+PM.png WORK - TELUS Support Centre Redesign - Card Sorting After our initial benchmark testing, we we conducted a card sorting study to understand how participants categorized and grouped Support topics. Participants were tasked with sorting Support article titles into categories that made sense to them, providing insight on their mental model and expectations. The card sort informed: ● Information organization: identified how participants naturally organized information, which served as the initial foundation of the tree structure. ● Content groupings: revealed common patterns and groupings generated by participants. ● Labeling and terminology: validated if the terminology used for category labels resonated with participants or if they caused confusion. After this study was completed, the Support team completed a card sort of our own for each product, importing every article title and utilizing the feedback from our user study to generate new categories to test. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ebb5e5cf-246e-4a9d-80b6-500d76e17ebd/Tree+Test+end.png WORK - TELUS Support Centre Redesign - Updated Tree Testing Newly created categories in hand, we set up new tree tests with identical tasks from the Benchmark test. Once the tests were completed, we would quickly iterate the tree in areas where we saw users expecting topics to be under other categories. For Internet, we tested 13 iterations of a new navigation structure before we got to 69%-100% task success rates. The navigation that resulted in these high success rates became our new Internet taxonomy. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/003ec7fa-31a1-4ffa-b32e-0956624887c6/New+Support+Flow.jpg WORK - TELUS Support Centre Redesign - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/c43b7988-305d-47a2-9703-e5abaeb6c218/test+2+results.jpg WORK - TELUS Support Centre Redesign - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/f6245f6f-b9bb-438b-926d-6b526f7d8717/Before+After2.jpg WORK - TELUS Support Centre Redesign - Before and After This project was truly a team effort, and I’m so thankful for the knowledgeable experts I got to work with on this complex problem in order to untangle the large amount of dense information we were working with. There was a lot of thinking on our feet, pivoting, agility and passion that went into this. Through this process we were able to understand our customers and their needs better. We collected over 100 pages of research and data through many tests that only helped us continue to improve our users’ experiences. We learned that customers want to self-discover solutions and we wanted to empower them to do so. Support is an ever growing being that covers every subject TELUS has to offer. Previously it had just been a hub to place information without too much thought on how that information was presented. We knew going into this that there would never be one permanent solution, but instead that we needed to put into place strategies that allowed it to be continually cared for - not unlike that of a TELUS critter in fact. We wanted to think future forward and build the skills needed to continually upkeep and iterate as more content got added, while also optimizing the content we already had. I believe we accomplished this and am incredibly proud of what we were able to achieve! Next steps included continual categorization improvements and article page enhancements. https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/99d1bef4-8508-4e4d-932d-c8148be276a6/Emergency+Notifications.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/2e3c89ee-efbe-4187-bd68-c5f2cab14a33/Region+Lockout.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/f106d8d7-6a39-44ad-b56a-8050970b3546/Sales+Pages.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/21af9fdc-cfbe-4561-adf6-43fe66f860cb/Login+Wall.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/aec90500-01ce-46a9-966f-ce3908babcb1/Search+icon.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/b55483c7-7779-4d94-99ed-18a260d9fa26/Looping.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ad5c0e60-c58e-4c95-8f11-881192bfb507/Info+Overload.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ec0fa347-3c45-4f6b-a3d0-d085948e3185/Too+Many+Entry+Points.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/01de4175-1237-4e10-b9ce-55d46fe6371a/1.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/e3aec077-0702-4025-8ec0-0627c468655c/2.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/3bfbf4cc-ab7e-4ac2-ade6-b5c662a0f622/3.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/591dc571-f4c9-4b2d-8bca-89a2389a15e1/results+terst.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/394b977c-17da-40ff-a902-9aac3b92d794/results+terst+2.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/0480648f-f98b-41ab-8bb1-5cfd94a54519/results+terst+3.jpg WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/e6497f58-10a9-436a-a7c3-be5db36f3f6c/Updated+presentation+screenshot.png WORK - TELUS Support Centre Redesign https://images.squarespace-cdn.com/content/v1/6144a6203ae19e50e402026d/ce9b6ca6-c9c0-4070-adf0-ca4c80a19f04/Research+2.png WORK - TELUS Support Centre Redesign