Research and e2e Detailed Design for new capabilities in a long-term platform migration
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Moving internally
A growing area of the business had a few positions open within a platform migration roadmap, so after my first year at Optus within the Prepaid web space I expressed an interest in moving to a new program.
While working in Prepaid I designed mostly for the entry door of the purchase journey (discovery pages, listing pages, product pages), so I was very excited to move to the other end of it—the checkout funnel. This was a great opportunity to make a different impact for the next 12 months at Optus.
This platform migration program sees itself as a “Lego manufacturer” that works on the delivery of a myriad of capabilities to enable any portfolio in the business to build custom checkout experiences with speed to market. Perhaps the main project I was involved in was owning the e2e UX for Outright—the capability to enable users to purchase any of the devices in the Postpaid shop outright—including tablets or watches—with or without associating the device with a telco plan.
I worked on both a strategic view for this capability as well as the tactical MVP that went live in June 2023—which was required in order to quickly switch the capability on so that we could collect insights on market adoption, improve the strategic iteration as well as create some foundations for downstream systems that aligned with the long-term website vision and roadmap of capabilities.
Some of the flows within the outright digital purchase journey.
Outright was a complex and exciting project that positioned Optus ahead of its competitors in what it delivered, while paving the way for other capabilities on the roadmap. It was highly visible by SLT, which allowed me to often present in Leadership Forums, Design Council meetings as well as the usual Peer Review sessions and stakeholder walk-throughs for impact assessment and feedback.
After working through design iterations and conducting user testing, I facilitated conversation between POs, copywriters and Go To Market to furnish the UI before preparing documentation for Legal approval. Once that was achieved I entered a support role within an external team of consultants contracted to deliver the capability and continued in that role until UAT was completed.
The payment was one of the core challenges in the journey, which took me into several rounds of user testing.
My process as a senior product designer includes:
— Generative research
— Stakeholder interviews for requirements gathering and business processes review
— Competitors analysis
— Weekly workshops (with SMEs, Architects, Product & Sales, Digital Product Managers and initiative owners)
— Engagement with Copywriters and Accessibility
— Recruiting for and conducting User Testing
— Liaising with Go To Market and Legal
— Lastly, developer handover and participation in UAT
Example of UT reporting and findings documentation above, and below a walk-through session with Legal prior to formal submission for review in document format.
Impact overview
In terms of scope, Outright impacted various points in the purchase journey—the product page, SIM/plan customisation page, cart page, phone number selection page, delivery page, payment page, order summary page, order confirmation page—and also created a new set of post-purchase email comms and journeys, including new requirements in reverse logistics and brand new integration with fraud prevention payment APIs.
In terms of value, the delivery of Outright as a payment term brought much more flexibility around payment options than simply paying for a device upfront. I would be thrilled to give some examples in person over a coffee while we discuss how my skillset can help you achieve a strategic vision for your product—send me an email.
