YouFone is a telecom provider specializing in competitively priced SIM-only subscriptions. By using the KPN network, customers benefit from excellent coverage and reliability. Although YouFone also offers internet, TV, and calling services, most visitors chose SIM-only plans, leaving valuable revenue opportunities untapped.

YouFone asked me to completely redesign their outdated website with three main goals:

• Increase visitor conversion
• Improve upsell and cross-sell opportunities
• Modernize the overall UX and UI to make it more intuitive and user-friendly

The original ordering flow almost always resulted in a SIM-only purchase. Additional services were rarely discovered or considered. The website failed to present relevant suggestions at the right moment, and the benefits of bundled discounts were unclear.

I designed a new, intelligent ordering experience that responds to user needs throughout the purchase journey.

The new flow I designed:
The user starts by selecting a SIM-only subscription
While entering personal details, the system analyzes which additional services are relevant
Based on this analysis, dynamic and personalized recommendations are shown, such as:

“Combine SIM-only with TV and receive an extra bundle discount.”
“Add internet and calling for even more value.”

These recommendations align with the user’s context and feel like valuable options rather than intrusive ads.