Turned a stalled brief into $5M of new digital revenue.

Context

TELUS wanted business customers in Ontario and Quebec to customize bundles online instead of relying on manual sales support. The opportunity was meaningful, but the initial ask was too broad for the timeline and technical model.

Problem & Goal

The original ask was broad: make B2B bundles more customizable online. But the first direction was too open-ended for the timeline and engineering constraints. A fully customizable builder and wizard-style recommendation flow created too many product, pricing, and dependency questions to ship quickly.

My goal was to turn the ambition into a buildable MVP: keep the feeling of customization, but anchor it around pre-set bundles, focused add-ons, seat changes, and device choices that engineering could support.

Early concept exploration: a more open-ended bundle builder and wizard flow that helped align on what was too broad for MVP.

Role & Scope

As Lead Product Designer, I owned the full scope of design:

• Led design for the next iteration of B2B bundle customization
• Took ownership of direction, scope, and design execution
• Worked closely with Product, Engineering, and CX teams to align on feasibility and long-term vision

Approach

Turning ambiguity into a buildable system

I mapped the core states and reusable patterns needed across bundle types — plan cards, carousels, modals, OTP, installation, sticky footer, and error states. This helped the team move from a vague customization brief to a shared delivery model.

Design handoff organized by reusable states and components across bundle scenarios.

Final self-serve bundle experience

The final design kept customers inside a familiar TELUS purchase flow while adding the controls that mattered most: seats, devices, add-ons, bundle-specific options, and clear review moments before cart. The solution balanced business ambition, customer comprehension, and engineering feasibility.

Final bundle customization flows across existing, office phone, and security bundle states.

Outcome & Impact

Designed the first end-to-end digital journey for ON and QC business customers to customize and purchase bundles without manual support. The framework was projected to drive $5M in incremental revenue over five years and created a foundation for a future recommended add-ons phase.

Learnings

Designing within business constraints

Effective product decisions require a clear understanding of the broader business context. While some initiatives may initially appear as greenfield ("0→1") opportunities, they are often means to a larger strategic outcome.

In these cases, I focus on delivering the most impactful solution within constraints — balancing ideal user experience with business realities. This includes advocating for stronger UX where it matters, while recognizing when to align with fixed constraints and optimize accordingly.