Summary
A national telecom provider was experiencing friction across critical acquisition journeys, limiting customer progression through residential Internet, Mobile, TV, and bundled service purchase flows.
As UX Lead within a newly formed Digital Sales UX organization, I partnered across Product, Engineering, Analytics, and business stakeholders to identify customer friction, align competing priorities, and establish scalable experience patterns that supported customer acquisition, localization, bundling, and retention initiatives.
The Business Challenge
The residential commerce ecosystem had evolved across multiple products, teams, and customer entry points.
Challenges included:
Complex purchase journeys
High localization dependency
Mobile traffic dominance
Fragmented bundle discovery
Inconsistent offer presentation
Multiple stakeholder priorities
Ongoing merger integration
Why It Mattered
The majority of customers entered through digital channels.
Small increases in progression and conversion could impact:
Customer acquisition
Revenue growth
Bundle attach rates
Marketing efficiency
Retention opportunities
My Role: UX Lead
Responsibilities:
Experience strategy
Product direction
Workshop facilitation
Cross-functional alignment
Research synthesis
Design leadership
Experimentation planning
Executive stakeholder communication
Teams
Product Management
Engineering
Analytics
UX Design
Marketing
Business Leadership
Customer Journey Map
Customer journey map and major pain points
Impact at a Glance
Table breakdown of the friction users face on their journey.
Strategic Pillars
Instead of treating issues as isolated pages, we approached acquisition as a connected ecosystem.
Reduce Friction: Streamline customer progression
Increase Offer Clarity: Simplify complex product decisions
Support Mobile Behavior: Prioritize mobile-first experiences
Create Scalable Patterns: Reduce design inconsistency across journeys
Packages Page Optimization
Problem
Users were not reaching bundle cards efficiently
Actions
Reorganized hierarchy
Reduced above-the-fold clutter
Prioritized package visibility
Before & After Packages Page (mobile viewport)
Localization Experience
Problem
Localization acted as a conversion bottleneck
Actions
Simplified address entry
Reduced friction
Improved progression opportunities
Show:
Flow diagrams
Bundle Discovery
Problem
Customers struggled to evaluate multi-product offerings.
Actions
Refined bundle presentation
Improved information hierarchy
Simplified comparison patterns
Show:
Card evolution
Workstream 4
Experimentation Framework
Actions
User testing
Analytics review
Hypothesis generation
Rapid prototyping
Show:
Research artifacts
Testing outputs
Decision matrix
Beyond the Screens
Established UX collaboration practices
Influenced roadmap prioritization
Created reusable experience patterns
Supported multiple product pods
Helped scale UX influence within Digital Sales