Telstra. Enhancing the Order Tracking Experience
This case study examines how Telstra used a mixed-methods research approach to improve the order tracking experience for NBN customers in the MyTelstra app. The study focused on addressing user pain points, improving navigation, and providing a more intuitive and user-friendly experience.
Problem
The existing order tracking system in the MyTelstra app was located in the "Get Help" section, separate from the "Services" section where active services were managed. This caused confusion for users who expected to see all of their services in one place. As a result, customers frequently contacted customer support for updates on their NBN activation process.
Research Methodology
To understand the customer journey and user expectations, a mixed-methods research approach was employed, combining qualitative and quantitative data gathering techniques:
User Testing: Participants were recruited through the Askable platform, reflecting a diverse demographic profile. They interacted with a prototype to evaluate navigation, identify pain points, and express their expectations. This qualitative data provided valuable insights into user behavior and preferences.
Participants mentioned that for hardware tracking and appointments, there was an expectation of receiving ‘notifications’ mimicking the pattern of receiving email notifications for these types of events e.g. doctor’s appointment, package delivery. Instead for appointments and plan changes there was a high usage of the 'services section', however it was difficult for participants to find exactly what they wanted within this.
“The participants were tasked to find their NBN appointments in the app and 60% of the users fault to accomplish the task under the existing flow.”
Survey: A survey targeting Telstra NBN customers was conducted to gather feedback on their experiences, particularly regarding technician appointments and self-installation processes. The survey data was weighted against Telstra Business Persona Profiles to ensure representativeness.
“The research highlighted that 40% of the surveyed participants are not familiar with the NBN activation process.”
Participants indicated that they perceive order tracking to be associated with something physical such as a modem (73%) or handset (68%) as opposed to a plan change (22%) or appointment (40%).
Treejack Testing: This technique was used to validate the need for improved information architecture and entry points to the order tracker. By assessing user mental models for tracking hardware, appointments, and plan changes, the study aimed to reduce reliance on notifications. The results showed that 67% of users relied on the notification center, while 81% visited the services section to find the order tracker.
“The research has shown that users do not associate service activation with “getting help” or “tracking an order.” Instead, they expect to see it as part of the service list along with the active services, but in a different state (e.g. activation in progress).”
Key Findings
Appointment Scheduling: While technician appointments were automatically scheduled, many customers preferred to reschedule, and some were unaware of the requirement altogether.
Communication Gaps: Participants expressed a need for better communication regarding milestones in the activation process.
Interface Issues: The existing design with large illustrations led to excessive scrolling.
Navigation Challenges: Users struggled to locate the order tracker because they associated NBN activation with the "Services" section rather than "Get Help".
A new information architecture has been designed allowing the user to access to the NBN order tracker via the service summary screen. As result the users were able to navigate the order tracker.
Design Iterations
Based on the research findings, the following design changes were implemented:
Improved User Flows: The NBN order tracker was moved to the "Services" section, making it easier to find and access.
“The NBN activation process has been streamlined, reducing the number of calls received by the customer support team by 57% in the past 30 days, saving time and resources”
Optimized User Interface: Unnecessary visual elements were removed, accessibility standards were improved, and the typographic hierarchy was revised to highlight key information. The large illustrations were replaced with smaller pictograms, reducing scrolling. The progress line was removed, and steps were clearly labeled for better readability.
Appointment Rescheduling: User flows were redesigned to allow easy rescheduling of NBN appointments. The process included transparent explanations and confirmation messages to improve user confidence.
Participants found the timeslots expressed as a list expected and straightforward to understand
Plan Summary and Plan Change: The "NBN Plan Summary" and "Change NBN Plan" screens were redesigned to present information in a more user-friendly manner. This included explanations of technical terms like Mbps and highlighting plan inclusions like national and international calls. Native interaction patterns like toggles and radio buttons were implemented for better intuitiveness. Colored labels were added to highlight key plan features.
“Illustrations has also been used to give visual feedbacks on the status of the order when it is successfully completed, cancelled or this is an issue with it.”
Challenges
The implementation phase faced challenges due to Telstra's transition away from legacy systems. Collaboration with the development team was crucial to overcome limitations and ensure a seamless customer experience.
Conclusion
Through a user-centered design process, the MyTelstra app's order tracking experience was significantly enhanced. The redesigned interface, improved navigation, and clear communication resulted in a more intuitive and user-friendly experience. By addressing user pain points and incorporating research findings, Telstra was able to achieve the following:
Improved user satisfaction with the order tracking process.
Reduced customer support calls related to NBN activation.
Increased user confidence in managing their NBN services.
