David worked with Askable and the product UX and design teams at Telstra to provide an in-depth heuristic analysis of Telstra’s underperforming digital sales funnel.

Problem Statement:
Existing and potential Telstra consumers complained that the mobile plan and device sales funnel was too laborious, which impeded sales and revenue growth.

Challenges and Pain Points:
In tracking funnel data, Telstra product and UX teams discovered that drop-off and abandon rates were impeding sales targets. Many of the pain points occurred during the process of selecting a device and plan, then entering data during checkout.

Solution:
Askable introduced Telstra to David, who conducted a comprehensive heuristic user flow study of how a number of US-based telecom companies designed similar funnels.

David used Jakob Nielsen’s Ten Software Heuristics as the framework for the analysis. The below images are samples from that study.

Target Personas (Users):