OPTUS — INSTORE DIGITAL TICKETING EXPERIENCE
OPTUS — INSTORE DIGITAL TICKETING EXPERIENCE
OPTUS — INSTORE DIGITAL TICKETING EXPERIENCE
Optus partnered with us to design a digital ticketing companion for their paperless retail stores. The goal was to enhance the in-store customer experience while supporting staff in driving sales and plan upgrades.
I led the design end-to-end, creating a seamless interface that brings together devices, plans, and promotions into a single, intuitive experience.
Simplifying complex choices in a retail environment.
Optus partnered with us to design a digital ticketing companion for their paperless retail stores. The goal was to enhance the in-store customer experience while supporting staff in driving sales and plan upgrades.
I led the design end-to-end, creating a seamless interface that brings together devices, plans, and promotions into a single, intuitive experience.
Simplifying complex choices in a retail environment.
Optus partnered with us to design a digital ticketing companion for their paperless retail stores. The goal was to enhance the in-store customer experience while supporting staff in driving sales and plan upgrades.
I led the design end-to-end, creating a seamless interface that brings together devices, plans, and promotions into a single, intuitive experience.
Simplifying complex choices in a retail environment.
CLIENT
Optus
MY ROLE
Sole Product Designer
SCOPE
UX, UI, Wireframing, Prototyping
PLATFORM
iPod Touch & iPad Mini (in-store devices)
CONTEXT
Retail / Telecom
SUMMARY
As the sole designer, I led the end-to-end design of the product, working cross-functionally to define the feature set and overall experience. I was responsible for both UX and visual design, taking the product from concept to a live pilot in Optus’ flagship store in Sydney, supporting in-store sales and faster customer decision-making.
SUMMARY
As the sole designer, I led the end-to-end design of the product, working cross-functionally to define the feature set and overall experience. I was responsible for both UX and visual design, taking the product from concept to a live pilot in Optus’ flagship store in Sydney, supporting in-store sales and customer decision-making.
THE CHALLENGE
Retail staff needed a faster, more effective way to guide customers through products and plans, while customers lacked a clear, self-service way to explore offerings in-store.
Key constraints:
- Complex telecom offerings (devices, plans, add-ons)
- Need to increase conversions and plan upgrades
- Dual-device support (iPod Touch + iPad Mini)
- Tight delivery timeline
- No existing unified in-store digital experience
THE CHALLENGE
Retail staff needed a faster, more effective way to guide customers through products and plans, while customers lacked a clear, self-service way to explore offerings in-store.
Key constraints:
- Complex telecom offerings (devices, plans, add-ons)
- Need to increase conversions and plan upgrades
- Dual-device support (iPod Touch + iPad Mini)
- Tight delivery timeline
- No existing unified in-store digital experience
THE CHALLENGE
Retail staff needed a faster, more effective way to guide customers through products and plans, while customers lacked a clear, self-service way to explore offerings in-store.
Key constraints:
- Complex telecom offerings (devices, plans, add-ons)
- Need to increase conversions and plan upgrades
- Dual-device support (iPod Touch + iPad Mini)
- Tight delivery timeline
- No existing unified in-store digital experience
In situ iPod touch
In situ iPod touch & iPod mini
In situ iPod mini
OBJECTIVE
OBJECTIVE
1.
Simplifies how customers browse devices, plans, and offers
2.
Supports staff in driving sales conversations
1.
Simplifies how customers browse devices, plans, and offers
2.
Supports staff in driving sales conversations
1.
Simplifies how customers browse devices, plans, and offers
2.
Supports staff in driving sales conversations
3.
Creates a consistent, paperless retail experience
4.
Encourages upsell and plan upgrades
3.
Creates a consistent, paperless retail experience
4.
Encourages upsell and plan upgrades
3.
Creates a consistent, paperless retail experience
4.
Encourages upsell and plan upgrades
DESIGN PROCESS
1. Define & Align
Worked with stakeholders to define feature scope and align on business goals.
- Identified key use cases: browsing, comparing, and selecting plans
- Mapped out core user flows
- Prioritized features that directly impact conversion
1. Define & Align
Worked with stakeholders to define feature scope and align on business goals.
- Identified key use cases: browsing, comparing, and selecting plans
- Mapped out core user flows
- Prioritized features that directly impact conversion
2. Design & Structure
Simplified a complex product ecosystem into clear, digestible flows.
- Reduced cognitive load in plan comparison
- Structured information to support quick decision-making
- Designed modular layouts adaptable to different devices
2. Design & Structure
Simplified a complex product ecosystem into clear, digestible flows.
- Reduced cognitive load in plan comparison
- Structured information to support quick decision-making
- Designed modular layouts adaptable to different devices
3. Prototype & Validate
Built interactive prototypes for aid users to:
- Communicate ideas clearly to stakeholders
- Test usability with real users
- Gather insights into how users navigate and make decisions
- Testing sessions focused on observing how users completed tasks while thinking aloud.
3. Prototype & Validate
Built interactive prototypes for aid users to:
- Communicate ideas clearly to stakeholders
- Test usability with real users
- Gather insights into how users navigate and make decisions
- Testing sessions focused on observing how users completed tasks while thinking aloud.
SOLUTION
A digital in-store interface that:
- Presents devices, pricing, and plans in a clear, structured way
- Enables easy comparison between options
- Integrates promotional content (e.g. streaming offers) naturally into the flow
- Supports both self-service browsing and assisted selling
The design adapts seamlessly across iPod Touch and iPad Mini, ensuring consistency across store setups.
Despite the close collaboration between design and build, there could have been more honest conversations had early on when defining the scope. Our ambition blinded us early, which resulted in inadequate time for prototype testing and build feedback.
OUTCOME
- Reduced friction in plan comparison by simplifying complex pricing and plan structures
- Helped staff guide customers more efficiently through purchase decisions
- Increased clarity and confidence during in-store browsing
- Established a scalable foundation for Optus’ paperless retail experience
- Tested in flagship store with positive initial feedback
- Reduced friction in plan comparison by simplifying complex pricing structures
- Helped staff guide customers more efficiently through purchase decisions
- Increased clarity and confidence during in-store browsing
- Established a scalable foundation for Optus’ paperless retail experience
KEY LEARNINGS
- Early scope alignment is critical in fast-moving projects
- Ambition without enough testing time impacts usability quality
- Close collaboration with developers accelerates delivery, but needs clear boundaries early
- Early scope alignment is critical in fast-moving projects
- Ambition without enough testing time impacts usability quality
- Close collaboration with developers accelerates delivery, but needs clear boundaries early
WHY THIS PROJECT STANDS OUT
This project reflects my ability to take ownership of a complex, undefined problem and turn it into a clear, usable product under tight constraints. Working as the sole designer, I balanced business goals, technical limitations, and user needs to deliver a solution that could be tested in a real retail environment.
