the brief
As millennials dropped regular TV plans and moved to streaming services like Netflix, Canada’s largest telco needed to find a way to recapture some of those users. TELUS Pik TV gives users the flexibility and mobility of a streaming service like Netflix, without having to give up their favourite cable TV channels. With Pik TV, users can watch TV anywhere, on any device. Our job was to create a digital purchase experience for TELUS Pik TV.
the solution
Our goal was to create an entirely digital purchase experience, with no need for a call with the customer contact centre; this wasn’t the norm at the time. But not only is this better for the business, it’s also just a much better user experience to be able to complete the purchase without having to call in, or even schedule a visit from a technician. We were able to provide this fully digital experience for all existing TELUS customers, and for the majority of new subscribers as well.
—our first challenge was to allow users to easily choose the right package by providing them with enough information in a tight space
—next, we gave users all the details of their package, and allowed them to begin customizing
—our next challenge was to create a flow that allowed users to learn more about channels and packages, and add packages to cart seamlessly
—users could view all channels in a package, and get a brief overview of each channel’s content
TELUS had a lot of unique business rules that we needed to account for. The main one in this project was that a CRTC regulation on content meant users weren’t able to purchase Pik TV without a TELUS Internet plan.
We had to integrate an Internet purchase flow into the Pik TV experience, before users could check out. The experience would direct users to the normal TELUS Internet purchase flow, then back to the Pik TV flow to finish their purchase.
—and finally, we allowed users to check out