Simplifying the path to purchase
Turning a complex broadband purchase journey into a simpler experience through cross-functional collaboration, rapid prototyping and user testing.
Role
Design Strategy & Sprint Facilitation
Company
Com Hem · 2018
Focus
Product discovery, UX, cross-functional collaboration
Impact
7 → 3 steps
Simplified the broadband purchase journey by testing a new approach to address-based offers.
Record online sales
One month after launch, Com Hem reported its highest online sales levels to date, alongside positive customer survey feedback.
A new way of collaborating
Brought Design, Product, Tech, Content and Sales together to explore, test and align on a shared solution.
My role
I initiated and facilitated a cross-functional design sprint to improve both the customer experience and how teams worked together.
I aligned stakeholders around the challenge, structured the discovery process and helped the team move from competing perspectives to a tested solution ready for implementation.
The Challenge
Buying broadband online was unnecessarily complicated. Offers and prices varied depending on the customer's address and available technology, creating uncertainty throughout a seven-step purchase journey.
We needed to make the experience simpler and more trustworthy while improving conversion.
At the same time, collaboration between business, design and technology needed to become more effective.
Aligning around the problem
I introduced a design sprint to bring the different disciplines together around one challenge.
Through structured exploration, ideation and prioritisation, we developed a shared hypothesis and built a prototype to test with real users.
The sprint helped the team make decisions together and move quickly towards implementation.
Bringing five disciplines together to move from assumptions to a tested direction.
Simplifying the purchase journey
Our key hypothesis was that customers would be comfortable entering their address before seeing available broadband offers.
Testing supported this approach, allowing us to simplify the journey from seven steps to three.
We redesigned the broadband landing page around a prominent address field, clearer communication and fewer competing elements.
Outcome & learnings
The team launched the first version shortly after the sprint.
A follow-up survey indicated a better customer experience, while online sales reached record levels one month after release. These were encouraging business results, although the impact of the redesign cannot be isolated from other factors.
The project demonstrated how a shared problem, rapid testing and cross-functional ownership could accelerate product decisions.
It also taught me an important lesson as a facilitator: while alignment creates momentum, leaving enough room for divergent ideas is essential to discovering more ambitious solutions.
