Shaw Friends Redesign

Design, User Experience


During my time on the Shaw Communications Digital Design team, I have had the pleasure of tackling a few larger scale UX exercises, this Shaw Friends redesign being one of them. Spanning a couple of months, myself and another User Experience and Design professional worked with stakeholders to first identify key weaknesses and strengths in the presentation and program of Shaw Friends, as well as taking into account areas that stakeholders wanted to add, remove or bolster in the program.

First, as with most projects, we assessed what the stakeholders were asking for and included them along the way as we did research about the service, checked what users were saying, did extensive heuristic reviews of the existing service, and provided high level suggestions back to those stakeholders about what we thought should be done with the program. From bandaids to full on cure.


Once us and the stakeholders were aligned on an overall vision we began to prototype some updates to the program, slotting the work into phases. Each phase consisted of a certain amount of work, giving stakeholders reasonable amounts of items to digest at a time, and reducing the risk of a big “wow” moment with the visuals (the slightly more subjective part of designing something) that could have people really impressed or really disappointed.

We also try to enforce a framework of thinking: Discover, Decide, Design, Deliver, rinse and repeat. Basically, this is the notion of iterative design that many design professionals preach, that a design is never “perfect”. You should do your research, make informed decisions, and deliver something amazing, but then you should measure its successes, and improve upon the weak areas. You also have to keep in mind that objectives, goals, and expectations all evolve as time moves on, and therefore every design should be reexamined as needed.


The program was altered in a few significant ways. What was once a large amount of fragmented webpages and experiences lacking information on what was included in the program or how to activate member benefits became two new unique user flows, one for members and one for acquisition. Each flow had its own focus and provided detailed information based on that focus, as well as becoming a hub to link out to more information where necessary. Rather than displaying every last bit of information for every service, linking out to various other areas of Shaw’s web properties for the information helped reduce production time where updates are concerned with the program, reduced redundancies in duplicate data, and not confuse the user with too much information at once.







New collateral was made to help support the program, such as emails, advertisements, add-ins on other pages and and Shaw properties. There were technical constraints due to technical debt and CMS limitations, but ultimately we were able to make significant updates to the entire Shaw Friends user flow, with more phased updates slotted for the future. Some of that work is shown here, but this is merely a visual glimpse and this was largely a UX exercise before it was a visual exercise. Thanks for checking it out!