DrimTel Strategic Redesign
Project Timeline
March 2024 - June 2024
Role
UX Designer
Research, usability testing, and wireframing
Created customer journey maps and flows
Facilitated stakeholder and user alignment sessions
Produced annotated wireframes and interface recommendations
Project Overview
DrimTel is an Australian telecommunications company offering NBN, mobile sync plans, business data pooling, and VoIP services. The company donates 50% of its profits to type 1 diabetes research, aligning its commercial goals with a strong social mission. I was brought on to streamline the end-to-end digital flow for new customers and improve usability, aiming to reduce confusion, boost signups, and limit reliance on customer support.
Solution
Simplified Navigation: Users could now browse and filter plans by key criteria (usage, price, business/residential)
Progressive Disclosure: Key details appeared at the right time so users weren’t overwhelmed up front.
Inline Support: Plan comparisons, and simplified jargon helped demystify telco terms.
Visual Hierarchy: Clear layout and buttons helped users focus on the next action.
Research & Design Process
Stakeholder Interviews
User Interviews
Current State Usability Test
Survey Data
Competitor Analysis
Research Synthesis
Problem Statements
User Flow
Journey Maps
Mid-Fi Usability Test
High Fidelity Prototype
Client Handover
The Company
DrimTel operates in a competitive market, aiming to differentiate itself by focusing on transparency, simplicity, and customer care. The company has recently transitioned its digital infrastructure from Webflow to HubSpot, aiming to streamline CRM, sign-up flows, and customer engagement.
The Client
DrimTel founder Ljupko Taneski has a personal connection to type 1 diabetes. The company donates 50% of profits to the Juvenile Diabetes Research Foundation, making it both a telco and a platform for medical research. This mission-led purpose shaped key design decisions around trust and storytelling.
Design Process
Aligning DrimTel Goals for Strategic Growth
Funding Research
DrimTel wants to stay true to its mission of funding type 1 diabetes research by donating 50% of profits to JDRF.
Improve Customer Experience
DrimTel wants to provide an efficient, seamless sign-up process.
Reach Business Goals
DrimTel wants to continually expand their customer base by increasing brand awareness and fostering brand trust to all Australians.
Customer Goals
The goals was to uncover users needs and improve sign-up flow using using three methods.
Surveys
Users struggled when adding a modem after selecting one on the previous page.
Only one modem option was shown on the checkout page.
Usability Tests
Lack of guidance on choosing a plan and modem made the process feel too short and incomplete, leaving users worried they missed an important step.
Unclear next steps after purchase.
Confusion between monthly vs. upfront costs.
Competitor Usability Tests
Users were more excited when they realized DrimTel offers price matching and additional discounts.
Price was one of the most important factor in deciding to switch Telco’s.
Device Preference
88% participants surveyed said that they would prefer always do sign up for a Telco plan on their desktop PC. They prefer this over mobile, as they deem the process of switching Telcos an important one and valued a larger screen to view the plans so that they could make an informed decision.
DrimTel Website Usability Insights
Hardware Selection Challenges
Lack of Process Clarity
Better highlighting of DrimTels Perks
Users struggled when adding a modem after selecting one on the previous page.
Only one modem option was shown on the checkout page.
Lack of guidance on choosing a plan and modem made the process feel too short and incomplete, leaving users worried they missed an important step.
Unclear next steps after purchase.
Confusion between monthly vs. upfront costs.
Users were more excited when they realized DrimTel offers price matching and additional discounts.
Price was one of the most important factor in deciding to switch Telco’s.
“Would like an option within the flow to add the modem to make it easier. Because I have to go back and do the flow again to purchase the modem.” - User
“Process was a bit too short, because some of the information I needed was missing.” - User
“I wanted to see the price match, Aussie support upfront.” - User
Problem Statement
How might we improve the DrimTel experience for new customers by providing greater clarity and familiarity during the NBN sign-up process, so that we pre-empt common queries, reduce post-purchase support tickets, and strengthen brand credibility in the competitive telco market?
Competitor Analysis
Customers found the competitor flow easy to use and appreciated its step-by-step approach. Given time constraints and limited testing, we opted to create familiarity for DrimTel users by drawing inspiration from common features in other telco NBN purchase flows. This approach leverages familiar design patterns to align with users' mental models, making the process more intuitive for those accustomed to telco sign-ups.
Familiarity builds confidence
Rather than reinventing the experience, we followed the sign-up conventions used by major telcos. This decision leveraged users’ existing mental models, reducing friction and making the process feel more intuitive from the start.
Identifying Areas of Opportunity
The graph compares the number of steps in competitors' NBN purchase flows, illustrating that DrimTel has room to add additional steps to better guide users through the process and improve the overall experience.
100%
of Competitors
Take users through a guided step by step process, often including a progress indicator.
75%
of Competitors
Began NBN Flow with address lookup.
88%
of Competitors
Include steps to add hardware.
75%
of Competitors
Users could change transport method at route selection page as didn't realise that there was a pop-out menu.
Designing two User Flows
The NBN sign-up journey was redesigned to guide users step by step, surfacing key decisions like modem selection at the right time. This prevented users from needing to go back after realising they had missed something.
The flow was designed to feel progressive and clear, reducing decision fatigue while still allowing for customisation when needed.
Design Improvements
A redesigned NBN flow.
Prototype Showcase
Next Steps
Further Testing
Although the prototype was tested, due to time constraints, comprehensive testing could not be fully completed. To ensure the new design performs better than the existing website, additional testing should be conducted, especially on the prototype. This will help confirm improvement rates and identify any areas that need refinement before high-effort features are implemented.
Deployment
Once testing shows significant improvements over the existing structure, begin rolling out changes gradually. Focus on implementing smaller adjustments first—such as adding a banner image, including titles on NBN plan cards, and highlighting perks—since these require minimal effort but can significantly enhance user experience.
Improving the DrimTel Narrative
Once testing shows significant improvements over the existing structure, begin rolling out changes gradually. Focus on implementing smaller adjustments first—such as adding a banner image, including titles on NBN plan cards, and highlighting perks—since these require minimal effort but can significantly enhance user experience.
Marketing / Branding Improvments
Consider consulting a branding or marketing expert to enhance the look and feel of the website, focusing on better communicating DrimTel’s story. Leveraging DrimTel's unique social mission in a more prominent and engaging way could greatly differentiate the brand and resonate with customers.
