Telstra introduced a digital assistant in the My Telstra app to streamline support by using natural language processing to understand user queries and route them to the right solution. The assistant reduced unnecessary call transfers by guiding users to self-service options or the correct support team. Accessibility was prioritised with custom character counters and thoughtful interactions to support all users.
Telstra wanted to reduce inefficiencies in customer support by improving how users were connected to the right department. Too often, users were left frustrated by long wait times and being transferred multiple times—adding cost and effort for both customers and the business.
The goal was to reduce wait times, increase satisfaction, and eliminate unnecessary steps by creating a smarter, more responsive digital support flow. By using Natural Language Processing (NLP), we aimed to better understand user needs and provide quicker, more accurate resolutions—whether through live support or self-service.
As the lead UI designer, I focused on reducing friction through conversation-driven UX, accessibility enhancements, and intelligent routing. Here's how we tackled it:
We began by rethinking the initial contact point. Instead of asking users to pick from a list of support topics, we introduced an open-ended input field where users could describe their issue in their own words. Behind the scenes, a custom NLP model scanned for keywords and context, routing users to the correct team or directly to a relevant self-service tool.
This reduced unnecessary transfers and helped customers avoid long wait times entirely when an immediate answer was available.
To support screen reader users, I designed a custom character counter integrated into our text field component. Users received a warning when they reached 75 characters, and again at the hard limit of 80 characters, ensuring they had full control over their input without unexpected cutoffs.
The new flow focused on simplicity and empathy—allowing customers to describe their problem naturally, and reducing the back-and-forth often caused by rigid menus. By embedding intelligence and accessibility into the core interaction, we created a seamless, more human experience.
The Digital Assisted Experience helped reduce call wait times and unnecessary handovers while empowering more customers to resolve issues themselves. It made the support journey feel faster, clearer, and more respectful of user effort—delivering measurable benefits for both clients and the business.