ING, UX for Service Portal at ING (2019, Interim)
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Customer Journey Mapping
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UX Research
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UX Design
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ING, UX for Service Portal at ING (2019, Interim)
-
Customer Journey Mapping
-
UX Research
-
UX Design
​
ING, UX for Service Portal at ING (2019, Interim)
-
Customer Journey Mapping
-
UX Research
-
UX Design
​
Project: Internal Venture Tita Toys at Sanoma Innnovation Lab
Tita Toys, educational app for kids in the age 2-5 years old
Role: Customer Development, UX Researcher, UX Designer
Characters and animations are designed by Kristof Luyckx


Project: Redesign
Telfort new orientation and online sales journey
Role: Lead Design, Interaction Design, Conversion Design, Visual Design, Usability Tester
I’ve asked myself the question:
‘How can I help the Telfort customer better in their orientation and ordering process when they are looking for a new smartphone and new phone subscription?

My starting points
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We can help our customer with relevant content when they look for information and inspiration so they can make the right decision on which phone to choose
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Our customer can’t find the phone specifications at the current page because it’s hidden at the bottom of the page
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Telfort business customers that are buying through the customer funnel should be guided seamlessly to purchase
Business requirements
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Add accessories as an extra step in the check out to provide service and increase upsell
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Make sure there is no sales drop off due to two extra steps
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Increase SEO by changing the URL structure by adding the phone product detail page to Telfort.nl that ranks high at Google

UX Improvements
Optimizing flow
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Design the phone product detail page and separated the subscription page from the phone page
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Add accessories as an additional step in the check out to provide service
Interaction design
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Clean and easy to use mobile-first collapsible information table, getting rid of tabs
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Full cover modals for detailed product information
Persuasion
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Add the Tweakers review score to add authority
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Use of inspirational photography provided by the brands to add experience

UX Lab research outcomes
Learnings from lab research
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Users seem to be extra aware of their online behaviour when it comes to prices and they like to see a price on the phone product detail page
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Offering accessories is seen as a service and it’s very important that they are originals
Improvements
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Users are blind for sticky buttons, therefore I added an extra button at the bottom of the accessories step, to make sure that users won’t drop off in the sales flow
Impact
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The pilot with accessories upsell for Samsung phones is a success
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Users buy accessories and it doesn’t influence the overall phone sales.