Clearnet by TELUS: An eCommerce Website for a Risk-Controlled Pilot

TELUS Communications Inc. (TELUS) is a household name across Canada, consistently ranked among the top telecom providers. Their commitment to connecting Canadians and driving technological advancement makes them a vital part of the nation’s infrastructure and economy.

TELUS wanted to test the viability of a new low-cost phone service package.

To minimize risk and differentiate from their primary brand, the pilot was launched under the revived Clearnet brand.

This allowed TELUS to:

• Appeal to a new, cost-conscious audience without confusing their core customer base.
• Gauge demand and operational feasibility for the model in a controlled environment.
• Protect their premium services and brand reputation while testing a flexible and innovative offering.

The success of the pilot hinged on an eCommerce website that could:

• Promote the Clearnet offering with a distinct brand identity.
• Allow customers to browse plans, subscribe, and pay online.
• Operate independently of TELUS' existing infrastructure.

With tight timelines and a strict budget, TELUS required an efficient and reliable solution to bring their vision to life.

We collaborated closely with TELUS to ensure exact compliance to their specifications.

The TELUS team provided detailed graphic design mock-ups for the website, and our role was to implement those designs, ensuring every feature and functionality was precisely built to match their vision.

Using the mock-ups provided by TELUS, we recreated the exact design for the website, ensuring visual consistency and brand alignment.

The mock-ups included:

• Regional homepages tailored to specific pilot markets (Kelowna, BC, and Red Deer, AB).
• Plan comparison pages featuring clear and easy-to-digest pricing and benefits.
• Phone detail pages.
• Coverage map pages.
• Support pages to provide users with quick access to help and resources.
• Detailed mock-ups for key functionality.

The development phase was centered around translating the designs and specifications into a fully functional and scalable eCommerce website.

Key steps included:

Front-End Implementation

• We built the front-end interface to match the TELUS-provided mock-ups exactly, ensuring pixel-perfect fidelity.
• The interface was optimized for usability and speed.

Product Integration

• We added TELUS’ product offerings to the system, dynamically connecting them to the front-end to ensure accurate and up-to-date information for customers.

Custom Features and Functionality

• We performed extensive customizations to align with TELUS’ unique specifications, such as workflows for plan selection, payment processing, and account management.
• Integrated a custom checkout solution to allow seamless online subscriptions.

The Clearnet website was completed for the successful execution of TELUS’ pilot project.

Key outcomes included:

• On-Time and Under-Budget Delivery
  The project was completed on schedule, allowing TELUS to launch the pilot in their test markets and begin gathering customer insights immediately.
• Customer Engagement
  The user-friendly website encouraged customers to explore the plans, subscribe online, and engage with the Clearnet brand.
• Actionable Insights
  The website served as a valuable data collection tool, helping TELUS better understand customer behavior and preferences for no-contract, low-cost plans.
• Brand Protection
  By launching Clearnet as a separate entity with a distinct website, TELUS was able to experiment with new offerings without diluting or risking the reputation of their premium brand.

Although the Clearnet pilot concluded and was not continued, the project provided TELUS with invaluable learnings that informed their approach to flexible and customer-focused solutions in the future.

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