Telstra Business
Benjamin Tollady Design helped Ingena to consolidate and migrate content from over 3000 pages across 8 existing sites into a redesigned, single site for Telstra Business.
Telstra are Australia’s leading telecommunications and information services company and one of the country’s best known brands. They provide a full range of services, including more than 9.86 million Australian fixed line and more than 8.9 million mobile services.
As part of their impending brand refresh, Telstra Business (the division of Telstra responsible for provisioning services to small & medium sized Australian businesses) needed to consolidate and migrate content from over 3000 pages across 8 existing sites into a new, single Telstra Business site. Each existing site within the suite had it’s own look & feel, inconsistent navigation, poor user experience and outdated information. As if this wasn’t challenge enough, the deadline was short, firmly fixed and very ambitious.
Working as an employee of Ingena, I was involved at every stage of the project, from content audits, IA and usability consulting through to site design and standards-compliant code development.
Developing the information architecture
Considerable effort was employed in developing a new IA with a strong user focus, based around Telstra’s products and customer market segments, which were profiled using persona and scenario modeling to better ensure the provision of a positive customer experience. Prototype versions of the new site architecture and wireframe mocks of the proposed site interface were validated and fine-tuned through tests conducted with real users chosen from Telstra’s customer base.
Website design and development
Upon completion of the IA, work began on producing a set of templates upon which the whole site could be built. A small number of pages had been designed, which we developed into working XHTML templates that could be used across the site to accommodate each of the expected types of content, in accordance with Telstra’s own development standards.
Improved usability
The new Telstra Business site was launched ahead of the deadline and showed significant improvement during external usability testing carried out to compare the legacy and new sites. Other areas of the business had re-launched in the same time-frame, but Telstra Business was the only group that managed to launch with a fully integrated look and feel in addition to completely revised content.
Key responsibilities
User experience design, Information architecture, Interface design, XHTML, CSS
Year
2007
