Localization

Executive Summary

A critical dependency within the telecom acquisition journey required customers to verify service availability before viewing location-specific products, pricing, and promotions. However, localization experiences were creating friction, contributing to customer abandonment and preventing users from progressing deeper into the purchase journey.

As UX Lead, I partnered with Product, Engineering, Analytics, and Research teams to evaluate the localization ecosystem, identify barriers to progression, and develop a scalable strategy for improving customer confidence, reducing friction, and increasing engagement across address-based experiences.

The Business Challenge

Context

Localization serves as a gateway to the telecom shopping experience.

Customers must verify service availability before accessing:

• Internet plans

• Mobile offers

• TV packages

• Bundle pricing

• Location-specific promotions

As the business expanded its acquisition efforts and prepared for merger integration, localization became increasingly important as both a customer experience and business growth opportunity.

Why It Mattered

Without successful localization:

• Customers could not view personalized offers

• Product recommendations remained generic

• Bundle opportunities were hidden

• Acquisition funnels stalled

The experience directly impacted:

• Customer progression

• Conversion opportunities

• Offer visibility

• Digital acquisition performance

My Role

UX Lead

Responsibilities

• Experience strategy

• Customer journey mapping

• Research synthesis

• Cross-functional alignment

• Design direction

• Stakeholder workshops

• Experimentation planning

• Executive communication

Teams

• Product Management

• Engineering

• Analytics

• UX Design

• User Research

• Business Stakeholders

Understanding the Ecosystem

Localization Journey Map

Visual:

Marketing Entry Point
          ↓
Browse Products
          ↓
Address Entry
          ↓
Availability Validation
          ↓
Localized Results
          ↓
Product Exploration
          ↓
Purchase Journey

Key Friction Points

⚠ Customers didn't want to localize while still browsing/learning

⚠ Address entry introduced interruption and friction along touchpoints of user journey

⚠ Service qualification and tone of messaging created uncertainty

⚠ Multiple customer types required different experiences

⚠ Localized offers didn’t match national pre-localized offers

Opportunity Areas

Clarity

Customers needed a better understanding of the value of localization.

Progression

The localization experience needed to support forward momentum rather than act as a roadblock.

Customer Confidence

Users needed reassurance they were receiving accurate plans, pricing, and offers for their address.

Scalability

The experience needed to support:

• Existing customers

• New customers

• Future merger customers

• Multiple product lines

Strategic Pillars

Reduce Friction

Minimize interruption and perceived effort.

Increase Transparency

Help customers understand why localization matters.

Improve Confidence

Provide reassurance throughout the process.

Create Flexible Patterns

Support multiple customer states and future business needs.

Address Entry Optimization

Problem

Customers hesitated or abandoned when prompted to enter service information.

Actions

• Evaluated single-line entry patterns

• Simplified entry requirements

• Reduced cognitive load

• Improved mobile usability

Show:

• Original experience

• Exploration concepts

• Final direction

Localization Messaging Strategy

Problem

Customers found it bothersom to be forced to localize early in their learn journey

Actions

Intake stage to test messaging approaches such as:

• View your pricing & plans

• See plans available for your address

• Plans and pricing vary by address

Show:

• Content exploration

• Research feedback

• Final recommendation

Availability & Service Qualification

Problem

Customers needed reassurance after completing localization.

Actions

• Explored address confirmation patterns

• Evaluated persistent address visibility

• Improved service qualification feedback

Show:

• Flow diagrams

• Experience concepts

• Future-state vision

Future-State Localization Framework

Problem

Upcoming new business integration introducing new customer scenarios

Actions

Developed scalable patterns supporting:

• Existing customers

• New prospects

• Future customers

• Multiple service brands

Show:

• Framework diagrams

• Journey states

• Decision trees