Telstra
Telstra
Defining the experience for a new consumer energy offering
Zero-to-one product design and experience strategy
I led experience strategy and product design for Telstra Energy, shaping how a new energy offering could work within an established Telco digital ecosystem.
Role
Product Design Lead
Organisation
Telstra
Product
Telstra Energy
Focus
Zero-to-one product design and experience strategy
“People don’t think what they feel, don’t say what they think and don’t do what they say.”
–David Ogilvy, The Intention-Action Gap
The challenge
The experience needed to connect customer expectations, a new service proposition and existing Telstra platforms, while making complex energy journeys easier to understand.
“By focusing on what customers actually need, not just what’s possible, we set Telstra up to launch energy services with impact from day one.
–Project reflection journal
My contribution
I led customer research, journey mapping, concept development and prototyping across the service experience.
Using customer evidence and frameworks like Jobs-to-be-Done, I helped the team evaluate opportunities and define an achievable initial product scope.
I worked across product, technology and operations to resolve experience questions, support prioritisation and align designs with shared patterns and AAA accessibility expectations.
What the work enabled
A customer-led experience strategy, tested concepts and full high fidelity delivery ready designs.
–Wireframes and flows
–Dual track Agile approach
–Ideation workshop concepts, sketches and UI mockups
–My Telstra app
“Did you know that you can increase the amount of renewable energy you’re using by shifting the time at which you draw power from the grid? With our Electricity Shifting Challenge and Clean Energy Tracker, this is easier than you might think.
–Luke Hopewell, Editor, tech expert and Senior Specialist Writer at Telstra Exchange
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