Telstra Plan Finder
Category
UI Design · Design Systems
Client
Telstra
Year
2026
My Role
Lead UI Designer
Telstra's broadband plan range had grown complex. I simplified plan discovery with a new UI that made choosing the right plan obvious.
The Brief
Telstra's consumer broadband offering had expanded, leaving customers overwhelmed at the critical decision point in the funnel. The brief was to design a plan finder experience that made comparison fast, personalised, and confidence-building without reducing the product range.
My Approach
How I tackled it.
I led a discovery phase combining quantitative funnel data with qualitative customer interviews. The key insight: customers weren't struggling to understand the plans they were struggling to identify which plan was relevant to them. The solution had to be personalisation, not simplification.
I designed a recommendation-first interface: a short needs-assessment flow that surfaced a personalised recommendation, with the ability to explore alternatives without feeling overwhelmed. The UI was built in Figma with a fully documented component library ready for direct engineering handoff.
Outcome
The right plan, surfaced faster without cutting the range.
- Plan selection confidence scores improved significantly in usability testing
- Component library reduced future design iteration time across the team
- Shipped on schedule ahead of a major Telstra product campaign
Next Project
Merri City Sound→