Business Context
TELUS, Canada’s leader in connectivity, needed to modernize its process for engaging developers interested in bringing PureFibre infrastructure to new clients. The old website was spread across multiple pages, each holding different pieces of information and providing a confusing navigation experience.
To improve efficiency and conversion, TELUS required a unified experience that would guide users from awareness to action. The goal was to transform the fragmented website into a single, streamlined page that clearly communicated value, simplified navigation, and directed users to the intake form. This initiative supported TELUS’s broader investment in digital modernization and PureFibre expansion across Canada.
To improve efficiency and conversion, TELUS required a unified experience that would guide users from awareness to action. The goal was to transform the fragmented website into a single, streamlined page that clearly communicated value, simplified navigation, and directed users to the intake form. This initiative supported TELUS’s broader investment in digital modernization and PureFibre expansion across Canada.
Unifying the Developer Experience
The old website consisted of multiple pages without a clear structure and was difficult for internal teams to maintain. Information overlapped across sections, messaging was inconsistent, and visual styles varied from page to page. Users often struggled to find what they needed or understand the next step to take.
The goal was to transform a fragmented experience into a clear and purposeful journey. I analyzed the existing content, identified redundancies, and restructured the flow to clarify what the page is about, why developers should partner with TELUS, and how to get started. The redesign evolved from a fragmented six-page microsite into a unified, narrative-driven experience that guides developers from awareness to action.
The goal was to transform a fragmented experience into a clear and purposeful journey. I analyzed the existing content, identified redundancies, and restructured the flow to clarify what the page is about, why developers should partner with TELUS, and how to get started. The redesign evolved from a fragmented six-page microsite into a unified, narrative-driven experience that guides developers from awareness to action.
Designing for Conversion
The new approach guided users naturally from understanding the offering to submitting a build request, connecting all key information in one place. Calls to action were placed strategically throughout the page: at the beginning for users ready to act, in the middle for those evaluating value, and at the end for visitors exploring implementation details.
By aligning navigation with user intent and improving clarity, the new structure reduced confusion, supported TELUS’s business goal of improving conversion, and strengthened relationships with developers seeking partnership opportunities.
By aligning navigation with user intent and improving clarity, the new structure reduced confusion, supported TELUS’s business goal of improving conversion, and strengthened relationships with developers seeking partnership opportunities.
Clarity Through Design
With the structure defined, I designed the page using the TELUS design system, applying brand typography, colour, and spacing to ensure consistency, accessibility, and performance across all screen sizes. Layouts emphasized clarity and hierarchy to support decision-making throughout the page.
I refined and optimized imagery to align with TELUS photography standards and brand tone. This approach improved visual clarity, supported accessibility goals, and ensured the interface remained consistent and professional. The visual clarity reinforced TELUS’s reputation for reliability and strengthened user confidence in partnering with the brand.
I refined and optimized imagery to align with TELUS photography standards and brand tone. This approach improved visual clarity, supported accessibility goals, and ensured the interface remained consistent and professional. The visual clarity reinforced TELUS’s reputation for reliability and strengthened user confidence in partnering with the brand.
A Purpose-Driven Intake Journey
By consolidating complex technical information into a guided experience, the project transformed an informational microsite into a purpose-driven intake journey that converts interest into engagement. Aligned with TELUS’s national investment in PureFibre expansion and digital modernization, the Build experience contributes to the company’s broader mission of enabling connectivity for more Canadians.
