Driving quality AI Community engagement
24%
increased likelihood of staying and reviewing open positions on the redesigned site
17%
increase in efficiency in finding an interesting job on the new website
11%
increase in reported trustworthiness on average
The challenge
Potential contributors faced confusion and uncertainty in the existing experience, with the following areas being the most problematic: Differentiation between permanent and gig work positions, site authenticity/security, and contacting support. Additionally, stakeholders hoped to increase comprehension of offerings and intrigue in job postings.
Objectives
Increase visibility and credibility: Create a landing page that explains what the AI Community offers while promoting TELUS International’s credibility and drive better organic search visibility through SEO.
Encourage sign-ups and applications: Increase the number of people who sign up for the AI Community and apply for existing open tasks.
Remove job search ambiguity: Create a dedicated task search experience, separate from the permanent job search.
Improve the support experience: Create a clear pathway to the correct support channels so that the TI AI sales team is no longer forwarding and managing help requests.
Create a sustainable model: Remove internal and external ambiguity around terminology and create a systemized approach to how we communicate our offerings.
The solution
A microsite that introduces the AI community’s benefits, exposes opportunities, and clarifies the next steps. We created a clear, modern, and trustworthy source of truth to promote Informed and qualified engagement.
Improved at-a-glance relevance ensures an easier path to application and reduces the number of unsuitable applicants.
SEO best practices and keyword-enhanced copy help drive more traffic and improve search engine rankings.
An improved path to support and more user-friendly descriptive language reduces the strain on the support team.
More about this project
Product, content, SEO, and research all collaborated with stakeholders to create and establish an individual visual and written voice for the AI Community. We completed unmoderated user testing via Useberry to validate our assumptions. We consulted analytics to outline what behavior we could track (filters and filter combinations, quantity and type of jobs viewed, etc.) to measure success and open the door to future value. The updated materials are scheduled to go live in 2026.
