Optus - Business Builder

Redesigning Business Builder was the first large project I undertook at Optus. Business Builder is a tiered offer that gives small to medium businesses a discount on additional plan access fees when adding an eligible business services to the same account.

The challenge 

Initially the site was very busy and convoluted, and after extensive research into user experience and data usage, we found users were overwhelmed with the information provided. This caused them to leave the page without engaging because it was too hard to understand what was being offered.

My role

As the sole designer responsible for this project, I both led it and corresponded with Optus internal development agency while building out the designs. I conducted multiple rounds of research. I produced sketches, wireframes, and mockups. I delivered final assets and documents, supervised development, verified the live product, and iterated again for multiple rounds.

Defining the problem

Data analyses

After reviewing the quantitative data, we began to seek out qualitative data that could supplement the information that we already had, as well as identify early issues in the site that could be corrected within the first couple iterations. Testing was conducted with existing customers and users that had never interacted with the brand before.

Extra Info

Technical programming skills can be learned but soft skills, on the other hand, are the kinds that tend to come naturally for the best managers.

Data analises  

I began by digging into our historical data, surfacing user pain points and barriers to conversion. Using anonymous session recordings, I was able to put myself on our user’s shoes and identify the pain points when organising documents.

Make

Wireframe – Low Fidelity

Rapid sketch iterations were used for directional discussions. I took feedback from our multiple different departments, and although one department’s interests would sometimes conflict with another department’s, we were able to begin closing in on a design.

Wireframe – High Fidelity

In my redesign, the landing page succinctly explains what Business Builder is. After this simple introduction, the user only has to decide if they want to buy a SIM plan or a Mobile plan.

The next interaction was created with the intention to grab the indecisive consumer – if they’re not sure about plans, or think it is a laborious selection process, this section explains how easy it is and provides an ‘extra push’.

Extra Info

Technical programming skills can be learned but soft skills, on the other hand, are the kinds that tend to come naturally for the best managers.

The Final Design

The next interaction was created with the intention to grab the indecisive consumer – if they’re not sure about plans, or think it is a laborious selection process, this section explains how easy it is and provides an ‘extra push’.

Check this project live

You will love our powerful theme options panel, because, every layout or styling option can be set using the intuitive settings panel.

Follow the White Rabbit

Stakeholder interviews

Use this to show the tree component development

Clean Design

Because you have better things to do, like create, sell and grow your business.

OneClick Install™

Because you have better things to do, like create, sell and grow your business.

Very Customisable

Because you have better things to do, like create, sell and grow your business.

Premium Plugins

Because you have better things to do, like create, sell and grow your business.

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Stakeholder interviews

This project drastically affected multiple different areas of the organization, which at times had conflicting interests. I conducted interviews with representatives from Leadership (CEO), Product, Sales, Customer Services, and Engineering to understand each part of the company’s unique requirements and concerns for the design.

Extra Info

Technical programming skills can be learned but soft skills, on the other hand, are the kinds that tend to come naturally for the best managers.