We raised prices. I made sure customers didn't leave.
TELUS introduced a new Auto-Pay Discount alongside an internet rate increase. I led the customer experience redesign to build trust, reduce confusion, and support a successful rollout.
🚨 TLDR Results
- → Led the end-to-end design of a pricing transparency experience during a 3.5-week design phase
- → Aligned Product, Engineering, CX, Retail Ops, and Leadership around a high-risk pricing change
- → Helped customers understand the new pricing model, contributing to ~$26M in incremental sales
Business Impact
Improved pricing transparency during a high-risk pricing change, helping customers understand the lowest achievable plan price while supporting conversion across the purchase journey.
Context
TELUS needed to launch a new automatic payment discount at the same time as an internet rate increase. Because price changes can quickly erode trust, the experience had to explain the offer clearly without adding friction to the purchase path.
Problem & Goal
Customers would see changing prices across product listing, savings breakdown, interstitial, and checkout moments. The experience needed to make those changes understandable and consistent without slowing conversion.
The goal was to make the lowest achievable plan price transparent across the full purchase flow.
Role & Scope
As Lead Product Designer, I stepped in to provide senior-level direction:
- Took over from a junior designer to reset scope and direction
- Owned design decisions, alignment, and final execution
- Acted as the main design contact across Product, CX, Engineering, Retail Ops, and Leadership
Research & Validation
Objective
Validate whether customers noticed and understood the new Pre-Authorized Payment (PAP) discount throughout the purchase journey, and whether the pricing changes created confusion before implementation.
Research framing: assessing noticeability and understanding of PAP discount messaging.
Test Materials
The prototype covered the key moments where customers encountered pricing changes: PLP discount callouts, savings breakdown modal, interstitial reminder, and checkout reminder.
Test materials across PLP, modal, interstitial, and checkout states.
Methodology
Used a pragmatic research plan combining qualitative usability testing with an unmoderated click test across desktop and mobile. The goal was to reduce launch risk while still moving quickly within the 3.5-week delivery timeline.
Learnings
Advocating for research within delivery constraints
Not every feature requires user research — especially when speed to market is a priority. However, for high-impact initiatives introducing potential friction in the purchase journey, I advocate for research when it meaningfully reduces risk.
In this case, I balanced rigour with delivery by aligning stakeholders on a pragmatic approach: conduct targeted research and implement strong analytics tracking, while proceeding with the initial launch. This maintained momentum while securing buy-in for a fast-follow iteration informed by validated insights.