Faced with low discoverability due to app feature prioritisation, I proposed to celebrate environment related events in order to create awareness around Optus Eco ‘carbon offset’ feature.

As part of their wellbeing pillar Optus was seeking to provide their user’s with a feature to share location with other services under the same account in order to keep them and their loved ones safe without the battery drainage.

Pause users were dropping off before even using the feature due to loading timings. The enhanced loading experience decreased drop off from 85% to 12% and increased conversion by 10%

Several products within the ‘Living Network’ ecosystem faced lack of awareness/visibility due to feature prioritisation on the app, leading to low engagement of many of the LN features, Optus Eco being one of them.

More Australians are being left behind than ever before simply because they don’t have regular access to the internet.