TELUS

TElus Digital ID-Ecosystem Experience

I led UX strategy and design for a shared digital identity experience across TELUS and its sub-brands. The approach combined reusable user flows with brand-specific flexibility, supporting account creation, sign-in, recovery and identity management.

MY Role

UX Design Lead · UX Strategy · Prototyping

Client

TELUS Canada

Agency

Akcelo

Engagement

Engaged by Akcelo through Muteo

TElus Digital ID-Ecosystem Experience

I led UX strategy and design for a shared digital identity experience across TELUS and its sub-brands. The approach combined reusable user flows with brand-specific flexibility, supporting account creation, sign-in, recovery and identity management.

Role

UX Design Lead · UX Strategy · Prototyping

Client

TELUS Canada

Agency

Akcelo

Engagement

Engaged by Akcelo through Muteo

Output

32 brand-agnostic flows featuring consistent, modular design patterns for adoption across the TELUS ecosystem.

32 USer Flows

PLANNED REACH

The experience was designed for a planned rollout across TELUS and its sub-brands, with an intended reach of 10.7 million customers.

10.7 Million

RESULT

A consistent experience across Public Mobile, TELUS Mobile, and the entire TELUS ecosystem.

Brand Cohesive

01

THE TASK

Designing a universal digital ID experience, named 'EverSafe ID', for the TELUS ecosystem, ensuring seamless integration and heightened security across all brands, products, and services.

Designing a universal Digital ID experience, named 'EverSafe ID' for the TELUS ecosystem, ensuring seamless integration and heightened security across all brands, products, and services.

01

THE Task

Designing a universal digital ID experience, named 'EverSafe ID', for the TELUS ecosystem, ensuring seamless integration and heightened security across all brands, products, and services.

Designing a universal Digital ID experience, named 'EverSafe ID' for the TELUS ecosystem, ensuring seamless integration and heightened security across all brands, products, and services.

02

THE challenge

Developing a unified, sustainable design strategy to serve the entire TELUS ecosystem with a modular approach.

Brand cohesive design

Designing a system that can be used by TELUS sub-brands, as well as the TELUS health products and the overarching brand ecosystem.

Cross-platform Integrations

The design needs to integrate varied systems and platforms from multiple mobile providers, each with its technical limitations.

Diverse User types

The design has to cater to three key user types—existing, new, and community users—each with unique flows, access levels, feature use, and cross-platform interactions, requiring tailored, yet cohesive, experiences.

multiple Use caseS

We had to accommodate many use cases, from transitioning existing users to reactivating SIM cards and facilitating in-store sign-ups, including edge cases and all state conditions.

02

THE CHALLENGE

Developing a unified, sustainable design strategy to serve the entire TELUS ecosystem with a modular approach.

Brand cohesive design

Designing a system that can be used by TELUS sub-brands, as well as the TELUS health products and the overarching brand ecosystem.

Cross-platform Integrations

The design needs to integrate varied systems and platforms from multiple mobile providers, each with its technical limitations.

Diverse User types

The design has to cater to three key user types—existing, new, and community users—each with unique flows, access levels, feature use, and cross-platform interactions, requiring tailored, yet cohesive, experiences.

Multiple Use Cases

We had to accommodate many use cases, from transitioning existing users to reactivating SIM cards and facilitating in-store sign-ups, including edge cases and all state conditions.

DESIGN PROCESS

03

Approach

Landscape Analysis

We conducted extensive, cross-vertical research to identify best practices in digital ID experiences, focusing on enhancing visibility, building trust, and improving comprehension.

Human-centric design

We empathised with three user types to understand their needs, motivations, and limitations at various touchpoints. This informed the design of intuitive and secure flows, enabling a seamless transition to digital ID creation for all user types.

Modular Design System

We adopted a white-label modular design approach to accommodate the Digital ID flows across the TELUS brand ecosystem. This strategy ensured consistency in flow and design patterns while allowing brand-specific customisation and communication flexibility.

Aligning stakeholders across brands

I presented the proposed design approach to more than 40 people, including key stakeholders across TELUS brands. I explained how shared patterns could support a consistent identity experience while accommodating each brand’s requirements. This helped align the broader group around a brand-agnostic design direction.

04

Methodology

User Journeys Workshop

In a 3-hour online workshop, we engaged cross-functional teams and stakeholders from Telus and Public Mobile to map the user journey for three distinct personas collaboratively. The insights gained from this session were instrumental in refining and streamlining our design process, ensuring a user-centred approach.

USe case Mapping

We mapped every user interaction with digital ID creation and access, focusing on user goals, actions, and contexts. With the goal of creating a user-centric framework ensuring the product meets user needs and limitations effectively.

Prototyping

We employed low-fidelity prototyping to outline the optimal user journey, prioritising usability, simplicity, and clarity. Utilising Maze for testing, we engaged a broad audience to ensure alignment with our key performance indicators and stakeholder expectations.

Refining account recovery

During testing, we identified a recovery scenario where users no longer had access to their registered email address or phone number. We refined the flow to make alternative recovery options clearer and explain the next steps, helping users understand how to proceed when their usual verification method was unavailable.

03

Approach

Landscape Analysis

We conducted extensive, cross-vertical research to identify best practices in digital ID experiences, focusing on enhancing visibility, building trust, and improving comprehension.

Human Centric Design

We empathised with three user types to understand their needs, motivations, and limitations at various touchpoints. This informed the design of intuitive and secure flows, enabling a seamless transition to digital ID creation for all user types.

Modular Design System

We adopted a white-label modular design approach to accommodate the Digital ID flows across the TELUS brand ecosystem. This strategy ensured consistency in flow and design patterns while allowing brand-specific customisation and communication flexibility.

Aligning stakeholders across brands

I presented the proposed design approach to more than 40 people, including key stakeholders across TELUS brands. I explained how shared patterns could support a consistent identity experience while accommodating each brand’s requirements. This helped align the broader group around a brand-agnostic design direction.

04

Methodology

User journey workshop

In a 3-hour online workshop, we engaged cross-functional teams and stakeholders from Telus and Public Mobile to map the user journey for three distinct personas collaboratively. The insights gained from this session were instrumental in refining and streamlining our design process, ensuring a user-centred approach.

USe case Mapping

We mapped every user interaction with digital ID creation and access, focusing on user goals, actions, and contexts. With the goal of creating a user-centric framework ensuring the product meets user needs and limitations effectively.

Prototyping

We employed low-fidelity prototyping to outline the optimal user journey, prioritising usability, simplicity, and clarity. Utilising Maze for testing, we engaged a broad audience to ensure alignment with our key performance indicators and stakeholder expectations.

Refining account recovery

During testing, we identified a recovery scenario where users no longer had access to their registered email address or phone number. We refined the flow to make alternative recovery options clearer and explain the next steps, helping users understand how to proceed when their usual verification method was unavailable.

05

THE Solution

A seamless and consistent user experience, facilitating the adoption and transition to 'EverSafe' digital ID for accessing the TELUS ecosystem of brands, products, and services.

A seamless and consistent user experience, facilitating the adoption and transition to EverSafe Digital ID for accessing the Telus ecosystem of brands, products, and services.

Modular and Scalable

Designing a user experience and design system that can be adapted by other mobile providers, products and services.

Cross-platform Consistency

Developing a user experience that accommodates these diverse technical constraints while ensuring seamless functionality and a cohesive interface across all platforms.

Ecosystem design

Creating a flexible and adaptable system that seamlessly integrates with the diverse needs of TELUS Mobile's sub-brands to ensure a cohesive user experience that supports brand identity and functional requirements across all platforms and services.

05

THE Solution

A seamless and consistent user experience, facilitating the adoption and transition to 'EverSafe' digital ID for accessing the TELUS ecosystem of brands, products, and services.

A seamless and consistent user experience, facilitating the adoption and transition to EverSafe Digital ID for accessing the Telus ecosystem of brands, products, and services.

Modular and Scalable

Designing a user experience and design system that can be adapted by other mobile providers, products and services.

Cross-platform Consistency

Developing a user experience that accommodates these diverse technical constraints while ensuring seamless functionality and a cohesive interface across all platforms.

Ecosystem design

Creating a flexible and adaptable system that seamlessly integrates with the diverse needs of TELUS Mobile's sub-brands to ensure a cohesive user experience that supports brand identity and functional requirements across all platforms and services.

Brand Ecosystem

ROLLOUT AND KEY PARAMETERS

Brand ECOSYSTEM

ROLLOUT AND KEY PARAMETERS

DIGITAL ID

TELUS

Platforms

• TELUS website

• TELUS app

USer Types

• Existing user
• New user

USer Flows

• ID creation
• Verification
• Recovery

• Identity management

DIGITAL ID

Public mobile

Platforms

• Public Mobile website
• Public Mobile app
• Public Mobile community platform

User Types

• Community user
• Existing user
• New user

User FLows

• Portal login

• ID creation
• Verification
• Recovery

• Identity management

DIGITAL ID

TELUS

Platforms

• TELUS website
• TELUS app

USer Types

• Existing user
• New user

USer FLows

• ID creation
• Verification
• Recovery
• Identity management

DIGITAL ID

PUBLIC MOBILE

PLATFORMS

• Public Mobile website
• Public Mobile app
• Public Mobile community platform

User types

• Community user
• Existing user
• New user

User flows

• Portal login

• ID creation
• Verification
• Recovery
• Identity management

TOUCHPOINT MAPPING

THE SYNTHESISED WORKSHOP OUTPUT

TOUCHPOINT MAPPING

THE SYNTHESISED WORKSHOP OUTPUT

06

USER FLOWS

We Developed 32 user flows across channels for ID creation, login, recovery, and identity management.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

06

USER FLOWS

We Developed 32 user flows across channels for ID creation, login, recovery, and identity management.

We Developed 30+ user flows across channels for ID creation, login, recovery, and identity management.

LOW-Fi Wireframes

ID MANAGEMENT - SELECTED FRAMES

LOW-Fi Wireframes

ID MANAGEMENT - SELECTED FRAMES

07

USER JOURNEYs

We outlined 5 unique user journeys from the 32 flows, encompassing ID creation, login, recovery, and identity management.

We outlined 5 unique user journeys from the 30+ flows, encompassing ID creation, login, recovery, and identity management.

07

USER JOURNEYs

We outlined 5 unique user journeys from the 32 flows, encompassing ID creation, login, recovery, and identity management.

We outlined 5 unique user journeys from the 30+ flows, encompassing ID creation, login, recovery, and identity management.

ID CREATION

Selected User Journeys

RECOVERY

Selected User Journeys

Identity Management

Selected User Journeys

Final Screens

BRAND COHESIVE KEY SCREENS

FINAL SCREENS

BRAND COHESIVE KEY SCREENS

08

Creating Cohesive impact

I led the experience design with Akcelo, with Muteo as the delivery partner, collaborating across three time zones between Sydney and Vancouver. Launched in 2023, EverSafe brought a shared digital identity experience to TELUS and its sub-brands.

Thank you to Aleks, Alex, Cam and Jason for their collaboration and support.

Nearly a third of Canadians will engage with the EverySave experience. Spearheading the design with the Akcelo team, I collaborated across three time zones from Sydney, Australia, to Vancouver, Canada. A huge thank you to Aleks, Alex, Cam, and Jason for their outstanding support.

08

Creating Cohesive impact

I led the experience design with Akcelo, with Muteo as the delivery partner, collaborating across three time zones between Sydney and Vancouver. Launched in 2023, EverSafe brought a shared digital identity experience to TELUS and its sub-brands.

Thank you to Aleks, Alex, Cam and Jason for their collaboration and support.

Nearly a third of Canadians will engage with the EverySave experience. Spearheading the design with the Akcelo team, I collaborated across three time zones from Sydney, Australia, to Vancouver, Canada. A huge thank you to Aleks, Alex, Cam, and Jason for their outstanding support.