Telstra Connect B2B Platform
Telstra Connect is designed to support business customers by simplifying and centralising how they interact with Telstra. We were given a brief as a hypothetical project to help Telstra with an internal upgrade. We reimagined the platform to become a more comprehensive B2B tool—one that not only helps users manage their daily tasks but also streamlines complex workflows and reduces unnecessary friction. Key in-app features were introduced to eliminate manual processes and enable smoother support across sales and technical teams.
Client
Telstra Connect
( hypothetical project)
Responablity
UX research
Product Design
AB Testing
Year
2025
Role
Product designer
DELIVERABLES
B2B platform - Billing feature
"Design a B2B platform to streamline complex workflows and improve operational efficiency."
How it began
The initial brief was vague—it didn’t clearly outline what needed improvement. We knew the goal was to upgrade the existing product, but the scope was ambiguous. Through user research and stakeholder input, we uncovered key pain points and opportunities. It became clear this was more than a simple update—we needed to design a smarter, more streamlined platform that could better support both Telstra’s sales teams and business customers. In this hypothetical project, I am focusing on the Billing features within my team.
• The current system lacks a single point of contact or
a simplified support system from the Telco.
The existing portal lacks features to support collaboration across multifunctional teams, which large organisations often require.
There is no centralised source of truth or actionable insights, limiting users’ ability to make timely, data-driven decisions.
The Problem
Our Goal
• Supports cross-functional teams
• Enhances productivity
• Minimises unnecessary repetitive workload
The Process
Like most projects, we began by understanding the problem and defining what a successful product looks like to the user. We then move into the research and definition phase, followed by prototyping, iteration, and rapid testing.
The diagram below outlines the process and key parts of the workflow.
First, we surveyed 20 users using a set of questions.
Then, we applied the Kano Model method to identify the "must-have" functions for them. Here are the key results:
• Team collaboration
• Automated reminders
• Customisable visual graphs
• Streamlined frequent tasks
Key Findings
— We used Maze to conduct a remote card sorting exercise with 20 users to understand how they group and prioritise features. This activity helped us identify the “must-have” functions and informed the structure of our product.
We found that 87.5% of users think Compare Bills should be on the Billing page. Another 87.5% believe the Account Usage Graph should be within the Overview page. Additionally, 75% of users think Priorities Status Settings belongs in Settings.
These results directly influenced our information architecture, ensuring that high-priority features were positioned where users expect to find them, while also addressing areas of potential confusion.
Test early - Fail early
Nothing is more important than sketching out ideas and gathering feedback before creating a mock-up. This helps visualise our concepts and identify issues early.
Usability testing
Tested with five users by conducting a remote usability test with seven different tasks. I outlined a hypothesis, then assigned each task to participants to complete. I measured each task’s success rate and observed for hidden insights.
Iteration
Once I documented the testing results, we identified the critical and major issues in the prototype. We then began iterating and prioritising those features for changes.
A/B Testing
Once we completed our iteration, we wanted to see if we could improve our second payment path to achieve a higher engagement rate. We used Usaberry.com for A/B testing, which helped us evaluate one of the key components of a new feature introduced in version 2. We also outlined clear goals and success metrics.
Our Goal for A/B testing
Increased successful click rates on key features
Generated new leads for the product sales team
Provided users with instant support
Decreased time required to complete tasks
Reduced drop-off rates
The image below shows that Version B achieved significantly higher engagement with our new bill-paying features compared to the original control.
80%+
Users positive feedback on the dashboard's overall look & feel
90%+
Users are delighted with the navigation to view important data
3+
Three additional leads were generated for platform integration with our support
& sales team.
The results
• Empowered users to make faster, data-driven decisions.
Centralised company-wide data into a single source of truth, reducing human error.
Minimised manual processes and human error through automation.
Improved client satisfaction with a streamlined workflow and in-app cross-functional features.
Generated new leads for the Telstra sales team by helping users identify and upgrade their service needs.