Problem
Customers were contacting Optus support for basic account tasks that should have been fully self-serve. While the underlying capability existed across the system, the experience was fragmented, inconsistent, and not designed end-to-end to support discoverability, confidence, or task completion within digital channels. This resulted in high contact centre dependency, missed opportunities for digital adoption, and a lack of trust in the app as a primary channel for account management.

Approach
As a senior product designer on the My Optus App, I led UX across core self-service experiences within embedded agile squads. I used behavioural analytics, call driver insights, and usability research to prioritise opportunities and define high-impact product improvements. I translated fragmented customer journeys into cohesive end-to-end experiences, partnering closely with product, engineering, and analytics to iteratively validate solutions through research, prototyping, and testing.

Solution
Designed and evolved a suite of end-to-end self-service experiences across payments, plan management, usage, add-ons, and in-app support, underpinned by three key product design decisions:

End-to-end task orchestration (not feature design)
Reframed self-service from isolated features into complete user journeys, ensuring customers could confidently complete tasks without needing support or switching channels.

Clarity-driven interaction design
Reduced cognitive load through simplified flows, progressive disclosure, and stronger information hierarchy—ensuring users always understood what they were doing, why it mattered, and what would happen next.

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Systemised experience consistency across journeys
Established reusable UX patterns within an evolving design system to unify navigation, decision points, and feedback states—improving familiarity, scalability, and trust across the app.Additionally, I helped shape foundational lifecycle experiences (onboarding, activation, authentication) to ensure self-service capability was supported from first-time use through ongoing engagement.

Outcome
Increased adoption of digital self-service at scale, significantly reducing reliance on the contact centre and shifting user behaviour toward app-based account management. The improvements contributed to a 60%+ self-service mix, while also improving task completion confidence, usability, and consistency across key customer journeys