Device & Subscription Flow Redesign

Telenet and Base share a design system with subtle differences, primarily in their color palettes. The existing purchase flow only supported device + subscription bundles, limiting flexibility. The business needed to support new scenarios: subscription-only, device-only, and multi-device purchases without subscription. The challenge was serving two brands, two teams, with one unified solution.

Led a cross-functional team of 8 across both brands. The Telenet side included a PM, UX Designer, Design System Designer, IT, and Product Owner. Base contributed a UX Designer and Product Owner. We conducted workshops to map the current product journey and pain points, performed user interviews with potential customers, and analyzed existing research from both brands. This helped us identify key decision points and drop-off areas in the current flow.

Designed a flexible purchase flow supporting all scenarios: device + subscription (existing), subscription only (new), device only (new), and multiple devices without subscription (new). Built an interactive Figma prototype for specific user paths and tested with users via the Useberry platform. Iterated based on feedback through stakeholder workshops to refine the experience.

The final solution was presented and accepted by executives at both Telenet and Base. We achieved a unified purchase experience working across both brands with appropriate styling variations. The redesign delivered a +25% improvement in checkout completion rate and successfully implemented three new purchase paths: subscription-only, device-only, and multi-device.

Working across two brands required careful stakeholder management and clear communication. Useberry testing enabled rapid user feedback without lengthy recruitment processes. Workshop-driven collaboration ensured buy-in from all team members across both organizations. The shared design system with brand variations proved to be a scalable approach for multi-brand solutions.