C R E A T I V E C H A L L E N G E
From Conversion Crisis to Customer Confidence
When I joined First Utility's Telco team, I inherited a conversion crisis where users were abandoning the onboarding journey in droves. The cluttered interface buried promotional offers and plan differentiators, while unclear plan options left customers confused about critical details like "free installation." The abandoned carts painted a clear picture: potential customers were walking away frustrated before completing their journey.
What I Achieved:
U S E R F E E D B A C K
The Research Revelations That Exposed Our Conversion Killers
The Context Crisis: Users were flying blind. They couldn’t tell which plan was better or why, missing the context needed to make confident choices.
The Flexibility Gap: Our UI was too rigid. It couldn’t support dynamic content, so key promos like “free installation” were either hidden or completely lost.
The Cognitive Overload: The layout was pure noise. Too much clutter, too many offers, and no clear hierarchy. Users froze instead of converting.
The Design Breakthrough:
A complete information architecture overhaul that transformed chaos into clarity. I restructured the entire flow around user decision-making patterns, surfacing critical details at precisely the right moments. The new system automatically highlighted promotional offers based on user behavior while maintaining clean visual hierarchy—no more buried benefits or competing messages. This wasn't just reorganization; it was strategic psychology that guided users from confusion to conversion.
U I T O O L K I T
Crafting the Ultimate Marketing Takeover UI Toolkit
The beauty was in the flexibility, some campaigns needed just a subtle highlight, while others warranted a complete plan takeover. I established clear usage guidelines for each asset, defining when elements should work together and when they should stand alone. This ensured every promotional experience felt intentional and clean, maintaining user focus regardless of the campaign intensity.
The Impact: Promo plan conversions skyrocketed by 25% when countdown timers and promotional stickers were displayed together, while timers alone drove users to upgrade 12% faster than control groups.
B O O K I N G I M P R O V E M E N T
Transforming the Booking System
The MVP launched with limited availability and frustrating 6-hour time slots that left customers waiting around all day. Bookings scheduled days or weeks in advance often resulted in abandonment.
Working closely with the product team, I championed reducing time slots to just 2 hours, giving users precision and control. But the real magic happened in reimagining the entire booking interface.
B O O K I N G B R E A K D O W N
An Intuitive Interface Led to Improved Engagement
I replaced the clunky "View More" clicking pattern with an intuitive swipeable horizontal calendar. Users could now browse upcoming days seamlessly, with shorter time slots appearing directly below their date selection—all without leaving the screen.
For added flexibility, I introduced a manual calendar pop-up that let users jump to specific dates instantly. The design language was clean and clear: greyed-out dates for unavailable slots, highlighted selections for chosen dates, creating a confident navigation experience.
H O W D I D I T W O R K O U T
The Results
This wasn't just about fixing a broken interface—it was about understanding user psychology and creating experiences that guide people confidently toward their goals. By combining user research insights with flexible design systems and strategic UI improvements, we transformed a frustrating journey into a conversion engine.
The results speak for themselves: reduced friction, increased conversions, and a booking system that actually works for users. Most importantly, we created a foundation that could adapt and scale with future marketing needs and user expectations.
Onboarding Success
18% reduction in drop-offs during plan selection.
More users completing their entire journey in a single session.
Clearer messaging and simplified layout driving sustained engagement.
More users completing their entire journey in a single session.
Clearer messaging and simplified layout driving sustained engagement.
Booking Revolution
38% reduction in booking process drop-offs.
52% increase in completed bookings through improved interface clarity.
41% faster booking completion times with streamlined navigation.
52% increase in completed bookings through improved interface clarity.
41% faster booking completion times with streamlined navigation.
Marketing Impact
25% boost in promotional plan conversions.
12% faster upgrade decisions with strategic UI elements.
12% faster upgrade decisions with strategic UI elements.
