TELUS Rewards is a loyalty program for customers with bundled services (Internet, Mobility, TV, Security, etc.), allowing members to earn and redeem points through an online portal. As adoption increased, the platform struggled to scale — both technically and experientially.
The Problem
Rapid growth exposed structural UX and system gaps:
Inconsistent user flows across activation, redemption, and engagement
Limited personalization and gamification logic
System-triggered errors impacting trust and usability
Friction in onboarding and account activation
Rising support inquiries tied to usability and stability
This was more than a visual refresh — it required rebuilding the UX framework to support scale.
The Approach
Structured Discovery & Alignment
Facilitated workshops with marketing, customer care, and technical teams
Mapped friction points using qualitative insights and support data
Prioritized UX initiatives based on business impact
Scalable Experience Framework
Leveraged the TELUS Design System to standardize patterns
Simplified activation, onboarding, and redemption flows
Introduced clearer personalization logic and gamified engagement mechanics
Partnered with engineering to reduce error states and improve flow resilience
The focus was on building a stable, extensible foundation — not just improving screens.
Impact
31% increase in overall portal traffic
72% increase in Wishlist engagement
35% reduction in triggered error pages
Measurable decrease in portal-related support inquiries
This project demonstrates systems-level UX thinking — aligning multiple departments around a unified experience strategy, improving operational efficiency, and creating a scalable engagement platform.