Overview

Full Purchase is a new digital sales channel that enables prospective customers to independently select an internet plan, review its details, verify service availability at their address, and schedule a service installation request online —without any interaction with a sales representative.

Problems

High customer acquisition costs (CAC)
Dependence on human-assisted sales (call centers, field agents) increases operational expenses and reduces overall marketing efficiency.

Low share of digital sales
Customers are not sufficiently adopting online channels due to a lack of convenient, end-to-end digital purchasing options.

Slow and inefficient purchase process
Manual steps (consultations, confirmations) extend the time required to complete a purchase, leading to lost conversions.

Inconsistent customer experience
The quality of interaction varies depending on the sales channel or representative, resulting in a lack of standardized experience.

Limited transparency for customers
Customers cannot easily check service availability or fully understand plan options without contacting support.

These problems directly justify the need for a fully digital, self-service purchase flow and align with the goals of increasing sales, shifting to online channels, reducing costs, and improving customer experience.

Process

Cross-functional collaboration
Regularly aligned with developers, marketing, and legal teams to ensure the proposed UI met all technical and compliance requirements.

Final delivery
Prepared detailed handover specifications describing all states, error handling, and responsiveness for development.w based on insights, introducing progress indicators, contextual help, and upfront service availability checks.

Iterative design
Refined the flow based on insights, introducing progress indicators, contextual help, and upfront service availability checks.

Journey mapping
Defined the ideal end-to-end digital purchase flow — from plan discovery to installation scheduling — minimizing manual interaction points.

Prototyping and testing
Created interactive prototypes and conducted usability tests with target users to validate clarity, navigation logic, and trust factors.

Research

To create a solid foundation for the new sales channel, I started by analyzing the target customer journey and existing barriers in the purchase flow. The research included:

Competitor analysis: studied best practices from leading telecom and subscription-based services offering self-service purchasing.

User interviews
Conducted sessions with potential customers and internal sales teams to identify critical pain points and expectations.

Behavioral data review
Examined analytics from existing partial online tools to assess drop-off rates and decision-making patterns.

Technical constraints analysis
Collaborated with developers to understand system integration limits (address validation, payment system readiness, and plan configuration).

Goals

– Increase overall company revenue by developing and scaling a new sales channel
– Drive migration of sales from traditional channels to the online channel
– Reduce customer acquisition costs (CAC)
– Establish a modern, seamless customer experience

Result

Benefits

Conclusion

Through data-driven design, cross-functional alignment, and iterative testing, the project delivered a modern, reliable, and user-friendly digital sales channel. The redesigned interface empowers customers to complete their purchases independently, providing measurable business impact through reduced costs and a stronger digital presence.

— Fully self-service purchase experience available online.
— Reduced dependency on human sales representatives and call center resources.
— Improved transparency in plan selection, availability checking, and scheduling.
— Scalable flow that supports additional services or bundles.
—Positive shifts in key metrics: lower CAC and higher digital conversion rates.

Key insights revealed that users highly value clear pricing, fast address verification, and transparent installation scheduling, while complexity and hidden steps frequently led to lost conversions.

The Figma file was systemically organized to support iterative development and quick updates. This included clearly separated sections for different user categories (new customers, existing customers upgrading plans), reusable components for recurring elements, and documented interaction logic for each step. This structure enabled the design and development teams to efficiently test, adjust, and scale the flow as requirements evolved.

The new purchase flow was designed consistently across mobile app, desktop, and responsive web to guarantee a seamless user experience across devices.
Each variation was carefully adapted to platform‑specific patterns, preserving a coherent structure and ensuring that critical interactions — such as plan configuration, form inputs, and scheduling — worked effortlessly on every screen size.

The new interface and user flows successfully replaced multiple manual steps with an automated and transparent digital process. Usability testing showed:
— 40% faster completion time compared to the previous semi-manual process.
— 25% increase in user confidence in online purchasing decisions.
— Significantly fewer drop-offs during the plan selection stage.

Overall, this was a huge project which required 500+ of screens and 1000's of UI elements designing. Here are a few more screen examples for you to view.