Telecoms
I led an end-to-end design initiative to increase conversion for new customers. I took a holistic approach across the product life cycle, pairing qualitative research with quantitative insights. Through close collaboration with product owners and engineers, and through iterative testing, we delivered a more intuitive and engaging experience that met user needs and hit business goals.
Problem
During the pandemic, retail stores and call centres were closed. Digital became the primary channel for sales and service. The mandate was clear. We needed a significant uplift in conversions, targeting a 300% increase.
Research
In discovery, I used Google Analytics and Microsoft Clarity to understand behaviour and friction.
Google Analytics revealed high-traffic paths, exit points, and time on page. This showed where users moved with ease and where they stalled. Microsoft Clarity heat-maps and session recordings added context, highlighting click patterns and common missteps.
Moderated usability tests surfaced recurring issues and needs:
Users wanted to browse, compare, and understand available add-ons.
The product detail page hierarchy felt confusing and overwhelming.
There were too many plan tiers to compare and choose from.
UI elements were inconsistent and dated.
Marketing content distracted from decision-making.
Terminology was straightforward and generally understood.
Taken together, the data pointed to the product detail page as the highest-leverage area. It was the place to meet user needs and drive business outcomes.
Solution
I redesigned the product detail page and plan cards through a continuous, iterative process. I sketched, wireframed, and built high-fidelity prototypes, validating changes through moderated testing. Two themes guided the work: simplify hierarchy and remove anything that did not help a decision.
I applied interaction principles that match how people think and behave:
Fitts’s Law. Make important targets large and easy to reach to reduce selection time.
Hick’s Law. Reduce and group choices to lower cognitive load and speed up decisions.
Jakob’s Law. Follow familiar patterns so the experience feels intuitive without extra learning.
Business Impact
Key Learnings
Fewer choices, better decisions. Reducing plan complexity increased confidence and completion.
Hierarchy does the heavy lifting. Clear structure removed friction without adding more content.
Evidence beats opinion. Pairing analytics with session insights aligned the team quickly and reduced churn.
Patterns over novelty. Familiar interactions built trust and shortened the path to purchase.
Test the riskiest assumption first. Early comparison experiments de-risked later visual and content changes.
Collaboration compounds impact. Tight feedback loops with engineering turned design intent into real-world speed gains.