the brief.
With an average cost of $10–15 per customer service call, it is not surprising to see organizations invest in comprehensive online self-serve experiences. When TELUS Digital needed to optimize their online Support experience, we ran a design and technology overhaul that produced a 30% drop in call centre volume and over $600,000 in savings in the first year.
Three years on, a company-wide design system change (and a growing pile of support articles with no governance over how they were written or categorized) made content hard for customers to find. Call volumes started climbing again. We stepped back in to streamline the experience a second time.
the challenge.
The first engagement was a redesign problem. The second was a content and governance problem wearing a UX disguise: TELUS had more support articles than ever, multiple product owners updating them, and no shared rules holding the whole library together. More content was making support harder, not easier, and the rising call volume was the symptom.
the process.
We didn't start by redesigning pages. We started by culling and reorganizing the existing content, then built a comprehensive governance program so the growing content team (with its multiple product owners) could keep the library coherent as it scaled. Design followed strategy, not the other way around.
the solution.
a powerfully simple redesign.
We designed a new experience that made it easier to find support content across touchpoints (including from pages outside TELUS Support) with clearer guidance through the Support journey, updated categorization, and more readable articles.
A guided path to the right article: the same experience, phone to desktop.
behind the build.
A strong customer experience needed an equally strong foundation for the content stakeholders behind it. Contentful checked every box and simplified the otherwise painful job of migrating thousands of articles off the legacy CMS, chosen because the content team's flexibility was as much the product as the customer-facing pages.
the outcome.
The first improvement enabled 30% more customers to solve their issues on the website, and over 70% of Support visitors arriving from 'Contact Us' never returned to that page: a clean signal they'd resolved the problem online.
The optimization built on those numbers: a 9% reduction in overall support costs, 9% fewer Support visitors landing on 'Contact Us,' and a 17% lift in article traffic. A simpler experience, a governed content strategy, and a robust platform, saving customers a call for help for years to come.
The calibre of talent at Power Shifter is truly impressive. Having them as part of my team lets me handle communications and stakeholder management on the project with the peace of mind that my Scrum Master, Developers, Designers, and Data Analysts (Power Shifter team) have the rest of the project details and deliverables under control and operating at the highest quality. I couldn't ask for a better, higher performing team.
Self-serve support, answered at the kitchen table instead of the call queue.
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