Telstra
Telstra
Developed the design strategy for a 0-1 consumer energy product (Telstra Energy)
As Telstra expanded into clean energy, we were tasked with designing seamless digital sales and support experiences for electricity and gas customers. Focusing on user needs and key metrics like NPS and assisted contact rates, we mapped journeys, developed energy-specific use cases, and shaped a phased MVP strategy—aligning to Telstra’s design system and setting the foundation for future delivery before the project was placed on hold.
Role
Lead UX Designer
Company
Telstra
Location
Melbourne
“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
We shaped the energy experience and set Telstra up for fast, focused delivery.
Competitor journey mapping and benchmarking
Mapping of existing Telstra telco flows, assets, and data
Development of energy-specific customer use cases
Ideation workshops across mixed stakeholder groups
Created new Energy design system and digital patterns
MVP definition, including prioritised feature set and fast follow plan
UX wireframes and flows
UI design
Future-state customer journey mapping
Phased release plan across four customer releases
Usability testing to validate concepts and flows
Formation of two cross-functional squads for detailed design and delivery planning
“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
The problem
Telstra is expanding into clean energy, integrating electricity and gas services into its in-home ecosystem. Our mission was to deliver seamless digital sales and support experiences, exceeding customer expectations and improving key metrics like NPS and assisted contact rates.
The approach
We began by mapping competitor journeys and analysing Telstra’s existing assets to develop energy-specific use cases. Through workshops and concept development, we aligned new experiences to Telstra’s design system, shaping the MVP, fast follows, and future state. Deliverables were shared for feedback, two squads were formed for delivery, and ongoing usability testing supported our Lean and Agile approach.
–Wireframes and flows
–Dual track Agile approach
–Ideation workshop concepts, sketches and UI mockups
–My Telstra app
The outcome
Project on hold.
“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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