Product E2E Journey & Strategy

Subscriptions On Demand

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Subscriptions on Demand is a new experience that TELUS is offering to customers, allowing them to sign up for monthly pre-paid products. This new end-to-end experience was a collaborative project including over 200 team members from cross-functional teams.

One of the main challenges of this project was to design a new platform, an E2E journey that could potentially be reused for a variety of product launches in the future. We followed 3 major design guiding principles: iteration, reuse, and speed to market.

  • Role: Product Designer

  • Timeline: 12 months

  • Deliverable: E2E Web Journey


  • Experience impact: reduced customer purchase steps from 8 to 3 clicks while delivering a scalable solution that would result in more efficient go-to-market releases for new products and services.


  • Business impact: unlocking this new platform allowed business to launch 7 new products within the first Q1 and Q2 of 2024, reducing the go-to-market timelines and increasing product efficiency across all lines of business.