How TELUS is keeping Canadians safe in a digital worldContent and Design · Feb 11, 2021
At TELUS, keeping Canadians safe in a digital world is embedded in our mission. TELUS Online Security (TOS) is the first full-suite online security service to be offered in Canada through a partnership with NortonLifeLock. It is a comprehensive online security product that offers complete protection for devices, privacy, and personal information. It provides peace-of-mind of every single Canadian through all-in-one protection.
TELUS Digital worked with one of TELUS’ partners, ThoughtWorks, a global software consultancy, to launch a regional beta in just one month. Working across teams based in Ecuador, Brazil, and Canada, they developed and delivered a solution that enables TELUS to offer a standalone Online Security product for the Canadian market.
TELUS and ThoughtWorks first defined the product vision and mapped the journey ahead. To fully achieve this, they had to understand the personas of the main target groups and how they would interact with the product. ThoughtWorks worked creatively to leverage the frameworks and technologies that TELUS had already developed to create this experience in record time. The effective communication established between the TW development team and the TELUS product team was crucial for success.
Beta Insights and Learnings
Initially launching with beta in three months, TELUS and ThoughtWorks were able to find insights to measure and improve the product and refine its educational process with customers about TOS offers in select regions. They were also raising awareness of online security and the importance of online safety.
With TOS Beta, the main goal from the Business was to uncover new and effective ways to make all Canadians aware of the potential threats to online security and the solutions provided by TOS. Awareness, consideration and conversion, customer segments targets, social media platforms, optimal message and tone, and pricing were all part of the strategy. The continued analysis and the initiatives identified allowed us to improve and test different variations of the product.
In November 2020, TOS Beta closed. The ThoughtWorks team has generated the corresponding technical documentation as part of the assets of this product. Learnings from TOS Beta represent important recommendations for the TOS National Roadmap as part of the continuous improvement of the current journey and user experience.
National Launch Phase One
We took learnings from the beta launch to go national with TOS in October 2020, putting the product in front of a bigger audience and expanding to all provinces throughout Canada. The product also provides a holistic solution that offers all-in-one protection instead of similar features in different products. Education of the market continues and TOS’s standalone offers will be extended to the rest of Canada.
What’s coming ahead?
TELUS and ThoughtWorks continue to optimize their learnings to better serve their customers and drive TELUS Online Security out to the market. We are working together to look at what a phase two launch looks like.