Let me take you inside a transformation I led at TELUS to revamp the B2B onboarding journey for small business customers using My TELUS. I’ll focus on how i used strategic UX research to uncover deep-rooted pain points and co-design a smarter, more relevant experience that met both user and business needs.

⭐ In early 2022, TELUS noticed something alarming: their support teams were seeing a spike in calls from small business customers right after onboarding. These were often avoidable issues—setting up auto-pay, picking the wrong plan, struggling with role-based access, or being unsure how to add a new device or user.

On the surface, the My TELUS interface worked. But for B2B users, it didn’t speak their language. Construction project managers, accountants, and education coordinators were navigating through personal account content, buried business settings, and overly generic instructions. These weren’t just UI issues—they were signs of systemic research gaps.

TELUS had a strategic imperative to change that, especially under their promise of “Never Wait on Hold.” They needed an onboarding experience that worked for business users—quietly, confidently, and immediately.

That’s where I came in.

🎯 I was brought in as the UX Lead for onboarding. My mission was to reduce onboarding-related call volume and create a frictionless, relevant journey for business users in their first 90 days.

The core goals were:

• Understand business user behaviors, expectations, and frustrations.
• Simplify the onboarding path across roles and industries.
• Prototype a better onboarding framework TELUS could scale.

🛠️ Actions

1. Kickoff and Discovery Alignment I started by aligning with product, BCX support, engineering, and marketing. We agreed on 3 research goals:

   • Identify onboarding blockers for B2B customers
   • Understand differences in onboarding needs by role and industry
   • Find ways to build autonomy for users without increasing complexity

   

2. Customer Interviews (Primary Research) I designed and facilitated structured interviews with 5 high-value customers across verticals: construction, education, and finance. This included:

   • Darby, a construction PM managing 14 phones per job, wanted rugged phone bundles and hated hunting through irrelevant personal content.
   • Jaclyn, a finance head, only cared about billing and struggled with Bill Analyzer. She wanted emails with PDF links and curated plan suggestions.
   • Fred, a program director in education, needed help adding seasonal workers and wanted data caps to control overages.

   I used mixed methods:

   • Contextual inquiry into their last onboarding actions
   • Card sorts on what they wanted in their dashboard
   • Pain-point journaling: asking them to walk me through frustrations in real-time