Relaunching an Enterprise IoT Marketplace

Reducing friction in enterprise IoT discovery and fulfillment

Converting high-touch IoT sales into self-directed discovery, configuration, and lifecycle management

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Consulting Lead

Owned the end-to-end engagement on TELUS's enterprise IoT marketplace from discovery through production launch. Accountable for cross-functional outcomes across product, technology, and business teams. The role was a fulcrum: aligning stakeholders who had not previously agreed on what "good" looked like, then translating that alignment into a roadmap the delivery team could execute against.

End-to-End Product Strategy & Design

Led discovery, stakeholder interviews, and competitive analysis. Translated ambiguous business and technical requirements into a coherent customer journey and a shipped roadmap. Owned design decisions from early conceptualization through to final production-ready UI, directing the design team and the delivery approach in lockstep. The cross-functional muscle this work built became the foundation for my later AI Integration and AX engagements.

Challenge

The TELUS Business Marketplace was originally launched as an online store for enterprise software. The marketplace never gained traction. By the time Architech was engaged, TELUS had decided to repurpose the platform as a self-serve enterprise IoT storefront.
TELUS already had a substantial enterprise IoT business, but the existing customer journey was high-touch and manual. Sales conversations, technical-implementer calls, multi-week procurement, deployment timelines measured in months. Translating that journey into a self-directed online experience required rethinking how customers discover, configure, purchase, and manage IoT services without the salespeople and technical implementers they had previously relied on.
A designer’s desk setup featuring a large desktop monitor displaying the TELUS Business IoT solutions website, with product listings and navigation clearly visible, alongside a keyboard, mouse, notebook, phone, and minimal desk accessories in a clean, professional workspace.

Goals

Map

TELUS's existing high-touch enterprise IoT customer journey end-to-end

Reimagine

that journey as a self-directed online experience for enterprise buyers

Align

product, technology, and business teams on a shared view of what to build and why

Ship

a relaunched marketplace that materially improved delivery speed and fulfillment time

Build

a delivery foundation that could scale beyond the initial launch

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Why This Approach Was Different:

The substance of this engagement was understanding the actual IoT customer journey before designing for it.
The previous marketplace concept had failed because it had been built on a generic e-commerce assumption: pick a SKU, hit checkout, done. That's a fine model for selling things people already know how to use, but enterprise IoT services are not in that category. Customers needed help understanding what they were buying, configuring it for their specific deployment context, getting it provisioned, and managing it across hundreds or thousands of endpoints over time. The old marketplace shell didn't address any of that, which is part of why it had no traction even before the IoT pivot.
Discovery focused on the actual journey enterprise IoT buyers go through. We mapped what people need to know before purchase, what they configure during it, the handoffs at deployment, and the operational visibility they expect afterward. Then we designed a self-directed experience that respected the journey's real shape. The result was a marketplace that handled discovery, configuration, deployment, and lifecycle management as a continuous flow. The manual handoffs that had previously gated every step were replaced by self-serve interactions. The 96% and 90% improvements came from that structural change.
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Key Components

Bulleted, abstracted, reusable

Shifted service delivery from human-first to AI-augmented Reduced operational friction across sales and service

Show realism and leadership maturity

Shifted service delivery from human-first to AI-augmented Reduced operational friction across sales and service

Strategic Deliverables

  • End-to-end digital sales journey for enterprise IoT customers
  • Self-directed marketplace flow covering discovery, configuration, deployment, and lifecycle management
  • Customer-facing dashboard for ongoing IoT operations
  • Operational and delivery-model improvements that supported low-touch fulfillment
  • Modular replicable model for quickly onboarding new products

Outcome

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96% increase in product delivery speed

90% reduction in fulfillment time

dramatically accelerating time to value for customers

Self-directed enterprise IoT marketplace launched

live in production at marketplace.telus.com

Cross-functional teams aligned

around a shared view of the buyer, operating model, and success criteria

High-touch sales journeys replaced

with self-serve discovery, configuration, deployment, and lifecycle management

Delivery foundation

that supported subsequent expansion of the marketplace

About

Impact at a glance:

  • 96% lift in product delivery speed

  • 90% reduction in fulfillment time

  • Relaunched enterprise IoT marketplace, live in production