The Challenge
Customers were contacting Optus for everyday account tasks that should have been simple to complete digitally.
While much of the functionality already existed, fragmented journeys, inconsistent patterns and poor discoverability meant customers lacked confidence in self-service — driving unnecessary contact centre demand and limiting adoption of the app.
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The Solution
Redesigned self-service around complete customer tasks rather than individual features, creating clearer, more intuitive journeys from intent through to resolution.
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Behavioural data, call-driver insights and usability research informed where to focus, while simplified flows, progressive disclosure and reusable UX patterns created greater consistency across the app.
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Working closely with product, engineering and analytics, solutions were continuously prototyped, tested and iterated within agile squads.
Highlights
Led end-to-end UX across core self-service journeys within embedded agile squads.
Used behavioural analytics, call-driver data and customer research to identify and prioritise high-impact opportunities.
Designed across payments, plan management, data usage, add-ons and in-app support.
Shifted the experience from isolated features to complete end-to-end tasks, reducing the need to switch channels or contact support.
Helped shape foundational lifecycle journeys including onboarding, activation and authentication.
Project Highlights
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Led CX across 10+ cross-functional teams, aligning product, digital, retail, contact centre, fraud, legal, compliance and technology.
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Partnered with Mastercard on the rollout of biometric identity verification across Optus.
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Redesigned three fragmented channel experiences into one governed, app-led verification service.
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Used customer research, service design and market benchmarking to shift verification from a compliance interaction to a clearer, more trusted customer experience.
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Represented CX across executive and external stakeholder groups, regularly reporting experience direction to the CEO and SLT.
Rolling out digital self-service in My Optus App
Overview
Senior Product Designer on the My Optus App, designing and evolving digital self-service experiences to shift customers from contact centre support to digital. Led UX across high-volume account journeys including payments, plan management, usage, add-ons and support — helping make the app a primary channel for managing an Optus service.
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Role: Senior Product Designer
Duration: 12 months
Focus: Product Design · UX Strategy · Self-Service · Research · Digital Adoption
Results
60%+ self-service mix
shifting significant customer demand from assisted to digital channels.
90%+ login rate
supporting strong adoption of the app as an account-management channel.
Improved experience
Reduced reliance on the contact centre for high-volume everyday service tasks.
Improved task completion and usability across core account-management journeys.
A more consistent and scalable product experience, using reusable patterns across multiple customer journeys.
© 2026 Francesca Tschuchnigg