My.Account — TELUS
Role & scope: From strategy and information architecture through launch, I led the TELUS app initiative—partnering with vendors, running design sprints, and validating with card sorting, concept tests, and usability studies in an in-house testing facility.
Designed and conceptualized a user-friendly mobile app for managing telecommunication accounts—refined through research and testing, earning 2+ million downloads and a Best Mobile Experience award in 2014.
The Opportunity
Telecom customers needed an intuitive way to manage accounts on mobile—competitors were setting a higher bar for digital experience. TELUS required a product that aligned with company objectives while staying relentlessly user-centered through Lean UX and Agile delivery.
The Solution
I defined app strategy, vision, and IA; facilitated a design sprint for MVP hypotheses; compiled wireframes and visuals for vendor research; and led interviews, card sorting, wireframe concept tests, and high-fidelity usability testing. A 24-hour handoff cycle between locations accelerated development.
The Impact
Successful dual-platform launch with 2+ million downloads · Higher ratings versus competitors · Award-winning mobile experience in 2014 · In-house user testing capability strengthening ongoing customer-centered design
- 2M+ — downloads after launch on Apple App Store and Google Play
- 2014 — Best Mobile Experience—Canada Post E-commerce Innovation Awards
- 24hr — continuous development cycle across two geographic teams