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Start with the diagnosisTelstra
A child's wrist wearing a connected watch, messaging I love you to Dad on a blue court

Welcome to your Watch Plan Behavioural Hub

Understand what parents need at each stage of the Watch Plan decision journey: when staying in touch becomes a real need, why Watch Plan can be the right first step before a smartphone, and what proof gives families confidence to choose it.

Built from parent research into how families decide when and how their child should stay connected.

The journey at a glance: Three conversion points in the Watch Plan journey
Parents are not all at the same point. Some need to recognise when their child needs their own way to stay in touch. Some need to see why Watch Plan is the right first step before a smartphone. Others need proof before they feel confident enough to choose.

Stage 1 – Activate need

20%

Current arrangements still feel workable, so Watch Plan does not yet feel necessary.

Stage 2 – Build preference

39%

Parents can see the need, but a smartphone still feels like the easier answer.

Stage 3 – Convert action

41%

Parents like Watch Plan, but need confidence it will work for their family before they choose.

Start with the parent decision journey

Use this hub to understand the three points where Telstra can lift Watch Plan conversion: helping parents recognise when their child needs their own way to stay in touch, showing why a connected watch can be the right first step before a smartphone, and giving families the proof they need to choose with confidence.

You can follow the full journey, or jump straight to a stage, behavioural factor or priority initiative.

01
Diagnosis
Why parents stay with current routines, default to smartphones or need more proof before Watch Plan feels like the right choice.
Explore diagnosis →
02
Behavioural jobs
The shifts Telstra needs to create at each stage: helping parents see the need, understand why a connected watch makes sense before a smartphone, and feel confident enough to choose Watch Plan.
Explore behavioural jobs →
03
Priority initiatives
Where Telstra should focus next: the triggers, proof points and experience changes most likely to help parents recognise the need, see Watch Plan as the right first step before a smartphone, and choose with confidence.
Explore priority initiatives →

Start with the diagnosis to see how these three stages shape the Watch Plan opportunity.

Open diagnosis →