All work

Case study

TELUS Website
Navigation

Role Senior Content Strategist
Company TELUS Digital
Industry Telecommunications
Focus IA · UX Research · Wayfinding
Overview

Finding the right solution — without getting lost.

TELUS.com/business is the destination for business customers seeking telecommunications solutions — from mobility and internet to security and cloud services. With an extensive range of products and content, the site had become overwhelming and disorienting for users trying to find the right solution for their business.

This project was a full website navigation overhaul: reorganizing the site using information architecture models, tree testing research, and a segmented content strategy that distinguished between the needs of small businesses and medium-to-large enterprises.

I led content strategy across the full project — owning the content audit, copy deck, sitemap, and the UX writing that shipped with the redesigned navigation.

The problem

Overwhelmed. Disoriented. Lost.

The TELUS business website covered a wide range of products and services — but its breadth had become a liability. The navigation structure didn't reflect how business customers thought about their needs, and the content hierarchy made it difficult to distinguish between solutions designed for small businesses versus enterprise-level organizations.

Users were getting lost. The site's extensive product range and inconsistent content structure meant that even customers who knew what they were looking for struggled to find it.

01

Overwhelming content

An extensive range of products and content with no clear hierarchy left users unable to quickly identify which solutions were relevant to their business size or needs.

02

Poor wayfinding

Users got lost navigating between product categories. The site lacked clear signposting between mobility, internet, security, and cloud services — causing disorientation and drop-off.

03

No segmentation

Small businesses and medium-to-large enterprises have fundamentally different needs. The existing navigation treated them identically — creating friction for both audiences.

Process

Audit. Research. Redesign.

01 Discovery

Comprehensive content audit covering copy, headers, CTAs, URLs, and site data including page visits and average time on page.

02 Research

Optimal Workshop tree testing to identify where and why users got lost — directly informing new navigation categories and IA decisions.

03 Design

New content hierarchy models, sitemap, copy deck, and segment-based navigation structure tailored to small vs. enterprise business needs.

Part I — Discovery

Understanding what wasn't working

The content audit covered the full TELUS.com/business surface — not just copy, but headers, CTAs, URLs, and quantitative site data like page visits and average time on page. This comprehensive approach was essential for a full website overhaul: you need to know what exists, how it's performing, and what can be cut before you can design something better.

Tree testing in Optimal Workshop gave us behavioral data to complement the audit — showing us exactly where users were getting lost in the existing navigation and why. The research findings directly shaped the new page categories and navigation structure.

Part II — Design

Building the new structure

With research findings in hand, the design phase focused on building a new information architecture from the ground up. The sitemap defined page categories, dropdown menu items, copy requirements, and copy status — a single source of truth for the whole team throughout the redesign.

The copy deck translated the new IA into actual content — element type, section headers, body copy, and CTAs — giving the development and design teams everything they needed to build the new navigation accurately.

Solutions

Segmented by design. Built for both.

The redesigned TELUS.com/business embraced a segmented approach — distinguishing between the needs of small businesses and medium-to-large enterprises, and organizing products accordingly. The result was a navigation that felt immediately relevant regardless of which segment a customer belonged to.

The strategic decision

Small business and enterprise have different needs. The navigation should reflect that.

By strategically organizing products based on business segments, we streamlined navigation and decluttered content — giving each audience a path that made sense for their scale, their priorities, and the kinds of solutions they were actually looking for.

The segmented approach also made the site easier to maintain and extend: adding new products or services to the right segment was straightforward, where previously every addition had compounded the existing confusion.

Outcome

Simpler to navigate. Easier to convert.

The website revamp led to notable improvements across key usability and performance metrics — validating the segmented IA approach and the content work that underpinned it.

Time on page

Increase in average time on page — users engaging more deeply with content that was now relevant and findable.

Bounce rate

Decrease in bounce rate — fewer users leaving immediately after landing, a signal that the navigation was meeting them where they were.

Call offloading

Reduction in calls — customers finding answers on the site rather than reaching for the phone, reducing support load.

Conversion rate

Rise in conversion rates — the clearer path from discovery to solution translated directly into business outcomes.

Reflection

Navigation is invisible when it works. The goal of this project was to make a complex, product-rich site feel effortless — so customers could spend their time evaluating solutions, not hunting for them. The segmentation decision was the unlock: once we stopped treating all business customers as one audience, everything else fell into place.