Comparison needed to be easier.
Customers wanted to see package differences side by side instead of piecing information together themselves.
Summary
Help customers choose a package with confidence.
I helped turn Ziggo’s complex Alles in 1 page into a clearer decision-making journey.
The work combined user research, stakeholder input and business goals to simplify the choice of internet, TV and phone packages.
Insights
Make differences visible—and explain the details that matter.
Research highlighted comparison, package details and language as key factors in the choice.
Important details needed more clarity.
Speed, contract length and included services strongly influenced decisions.
Language affected confidence.
Inconsistent labels and unclear descriptions made the experience harder to understand and slowed decision-making.
Prototyping
Refine the choice journey through two prototype rounds.
I aligned stakeholders in a workshop, then interviewed users about uncertainty and information needs.
Those insights shaped concepts that I refined through two rounds of prototyping, improving structure, language and clarity after each round.
I worked with marketing and CRO teams to balance customer needs with business goals.
Testing
Test findability and understanding before moving forward.
The concepts were tested across two rounds of prototyping.
What was tested
First-click tests for finding information; five-second tests for immediate understanding.
What testing checked
Whether the structure and messaging were clear enough to support a choice.
What changed
Each round informed improvements to wording, hierarchy and package comparison.
- first-click tests
- five-second tests
Results
A validated direction for a clearer package choice.
The redesigned journey helps customers explore, compare and understand package options before making a choice.
2
Design & validation iterations
~12%
Higher package-selection rate
Improvement after simplifying the choice journey.
~10%
Lower drop-off
Reduction between exploring and selecting a package.
~8%
Conversion uplift
Commercial outcome of the redesigned sales flow.
Concepts were tested and refined together with research, CRO and marketing, creating a validated direction for a clearer sales journey.
Project evidence
First-click + 5-sec
Behaviour and comprehension testing
Compare with confidence
Clearer package differences
~15%
Faster decision-making
Improvement from clearer package differences.
