Fortune 50 telecommunications company
Domain
Telecommunication, E-commernce
Transforming a critical decision point into clarity and trust
Role
UX Strategist
UX Design
User Researcher
UI Design
Prototyping
Duration
1.5 Months
Teammates
Design - Me ,
Business Partner -
Content Strategist -
Tools
Figma
Figjam
Usertesting.com
"During my ~2 years as a Senior Experience Designer at a leading global telecommunications company, I spearheaded user experience initiatives for the Home Sales team, shaping and optimizing the end-to-end funnel experience. Due to confidentiality agreements, I’m unable to showcase the full scope of this work, but I can share that I successfully led over 200 enhancements to the funnel that significantly improved usability, conversions, and customer satisfaction.
In this case study, I’ll walk you through one of those enhancements in detail, illustrating the design process, problem-solving approach, and measurable impact. These examples offer just a snapshot of the broader body of work I contributed during this time.
I’m always open to discussing these projects further — including the design challenges, methodologies, and outcomes — wherever it’s possible to do so. Feel free to connect if you’d like to explore these experiences in greater depth."
About
A leading global Fortune 50 telecommunications company is dedicated to transforming how people connect, work, and engage with the digital world. Known for a strong focus on innovation and customer-centric solutions, this company consistently pushes the boundaries of connectivity—empowering individuals, businesses, and communities.
They offer a wide range of services, including mobile communications, broadband internet, and digital solutions, ensuring seamless connectivity across various aspects of life. The company maintains a robust market presence with significant annual revenue, ranking prominently among the largest corporations globally. Its commitment to sustainable long-term growth is reflected in consistent shareholder returns and strategic investments.
Beyond its business achievements, the company is deeply invested in corporate social responsibility. It has pledged substantial funding toward initiatives that promote digital inclusion, environmental sustainability, and responsible product innovation. These efforts focus on bridging the digital divide, minimizing ecological impact, and developing technologies that improve everyday experiences.
At its core is a diverse and talented workforce united by a mission to create meaningful impact. The company prioritizes employee growth, well-being, and work-life balance, fostering a culture of innovation and inclusivity across its global operations.
As a pioneer in the telecommunications industry, this company continues to shape the future of technology and connectivity, delivering intuitive, user-focused solutions that enable people and businesses to thrive in the digital age.
Executive Summary
The purchase summary is a decisive moment in the acquisition journey—where confidence, clarity, and commitment converge. Discovery revealed that fragmented, inconsistent summary patterns eroded trust and suppressed conversion across multiple product lines. To address this, we led a structured, privacy-conscious initiative: mapping pain points, synthesizing behavioral insights, benchmarking competitive conventions, and co-creating solutions with cross-functional partners.
The outcome was a unified purchase summary framework—a single source of truth for pricing, promotions, fees, terms, and fulfillment—designed for clarity, predictability, and ease of verification. Delivered iteratively, the system standardized components, language, and patterns across products, reducing cognitive load and pre-empting billing confusion. Early results showed improved customer understanding, increased conversion, higher post-purchase satisfaction, and fewer billing-related support contacts.
This program demonstrates how customer-centered design, governance, and alignment can transform a high-risk decision point into a competitive advantage.
Context & Problem
For a leading digital services provider, the purchase summary was a recurring point of friction. Customers faced:
Inconsistent cost communication across products.
Unclear categorization of charges.
Savings and promotions that were hidden or inconsistently surfaced.
The lack of clarity reduced decision confidence, slowed purchase completion, and increased post-purchase support demand. The business needed a transparent, scalable framework to unify purchase experiences across offerings.
Business Goals
Increase conversion by simplifying decision-critical steps and reducing cognitive load.
Reduce abandonment by removing friction such as hidden fees, unclear timelines, and inconsistent terminology.
Build trust and satisfaction with transparency, predictability, and clear recourse paths.
Lower support costs by preempting billing confusion through precise labeling and plain language.
Enable scalability with reusable components, taxonomy, and content standards across products.
My Role
As Experience Designer and Project Lead, I guided this two-month initiative from inception to launch:
Strategy & Scope → Defined objectives, success metrics, and a phased roadmap for scalability.
Research Leadership → Combined analytics, custom research, and usability testing to uncover pain points.
Design Direction → Led the end-to-end design process, from early wireframes to refined prototypes and final system specifications.
Cross-functional Orchestration → Drove alignment across product, engineering, and legal stakeholders.
Validation & Delivery → Ran user testing, iterated designs, and oversaw readiness for launch and post-launch performance tracking.
Research & Insights
Methods
Unmoderated usability tests
Heatmap analytics
In-depth customer interviews
Competitor benchmarking
Key Insights
Pricing clarity was low → Ambiguous terminology and layered pricing reduced trust and slowed decisions.
Value signals were hidden → Savings often went unnoticed due to poor placement.
Cart ergonomics mattered → A persistent, always-visible cart with live updates was strongly preferred.
Charges lacked structure → Users wanted clear grouping of one-time, recurring, and immediate charges with concise explanations.
Attention maps validated pain points → Heatmaps confirmed high focus on savings and cost breakdowns.
Design Priorities
Elevate clarity with consistent terminology.
Make value explicit by surfacing savings where relevant.
Structure charges by timing and type.
Maintain persistent, real-time context.
Optimize scannability with microcopy and contextual helpers.
Design Process
Process & Iterations
We applied a double diamond design process:
Discover → Identified pain points via research and analytics.
Define → Clustered insights into opportunity areas and reframed as design questions.
Develop → Generated and prototyped multiple design variants.
Deliver → Tested, iterated, and implemented a scalable framework.
Exploration
We prototyped five initial variants, testing hierarchy, segmentation, value emphasis, content density, and interactivity.
Initial design iteration
All screens shown are reconstructed wireframes with anonymized data for illustrative purposes only. No proprietary assets, branding, or data are shared.”
Option 1
Option 2
Option 3
Option 4
Option 5
Narrowing Down
From this exploration, two refined concepts were advanced into usability testing. These focused on segmenting charges, surfacing savings, and providing inline adjustments.
Final design iterations
All screens shown are reconstructed wireframes with anonymized data for illustrative purposes only. No proprietary assets, branding, or data are shared.”
Option 1
Option 2
Hypotheses Tested
Clear segmentation improves comprehension.
Visible savings increase trust and decision speed.
Editable line items and concise explanations reduce errors.
Real-time feedback paired with a sticky cart increases confidence.
Final Design Solution
The unified framework delivers a transparent, extensible, and scalable purchase summary.
Clarity & Comprehension
Segmented charge architecture → Grouped into Due Today, Monthly, One-Time.
Precision microcopy → Concise explanations for rationale, timing, and dependencies.
Transparency & Trust
Consistent savings articulation → Dedicated placements across all segments.
Persistent mini-cart → Real-time totals, always visible, maintaining context.
Interactivity & Feedback
Inline adjustments → Editable fields (promo codes, auto-pay) with instant recalculations.
Progressive disclosure → Expand/collapse patterns balancing clarity with detail.
Scalability & Governance
Systemized presentation → Standardized hierarchy, terminology, and color.
Extensible framework → Modular design anticipating future cases like bundling and promotions.
Governance model → Checklists and standards ensuring quality and consistency across releases.
Outcomes & Impact
Conversion lift → Purchase completion increased 11% in pilots.
Comprehension gains → Self-reported understanding of charges improved by 36%.
Reduced support load → Billing-related contacts dropped 22%.
Trust momentum → Trust indicators rose 14 points.
Operational velocity → Unified components accelerated delivery and reduced rework.
Engagement shift → More attention on savings and CTAs, validating design focus.
Business alignment → KPIs met or exceeded across product lines, improving CX and business performance.
Reflection & Learnings
Key Learnings
Charge transparency is non-negotiable for trust and conversion.
Persistent context reduces decision friction.
Consistency compounds comprehension and scalability.
Early alignment and competitive benchmarking accelerate progress.
Next Steps
Drive ongoing stakeholder alignment with concise communication tools.
Expand testing to fine-tune micro-interactions and personalization.
Institutionalize continuous measurement with KPI monitoring loops.
Impact Statement This initiative shows how research-led, collaborative design can turn a high-friction decision point into measurable user value and business lift—delivered with rigor, scalability, and speed.