Home Internet, Holiday Gifting, and MiXX Subscriptions

Tele2 wanted to increase home internet connections. The existing flow relied on a request form followed by a call from an operator. Users struggled to understand the service terms and connection process, and some dropped off before submitting a request.

Working with the team, I analyzed the connection flow across eight touchpoints. We found that many users dropped off before submitting a request.

User interviews revealed that the problem went beyond the form itself. People lacked clear information about the service, its terms, and what would happen next. Choosing an internet speed and checking availability at their address were particularly confusing.

We first tested whether reducing the number of required fields would increase completed connections. I designed several form variants with different numbers of fields for an A/B test.

Users were more likely to submit the shorter form, but conversion to a completed connection did not improve. In fact, request-to-connection conversion was higher in the control group.

The test showed that simplifying the form alone wasn’t enough. We needed to rethink the entire connection request flow.

I redesigned the entry point and service page, making the offer more prominent and adding clearer information about the benefits and connection process. I replaced the speed slider with easy-to-compare options and helpful descriptions, and made the address availability check more informative.

After the redesign, conversion from a submitted request to a completed connection doubled.

The earlier form experiment didn’t deliver the expected result, but helped us move beyond a narrow fix and reconsider the full sign-up experience.

Mia is Tele2’s personal assistant, helping users discover and activate offers and services.

Some users overlooked Mia in the app, while existing offers gave them little reason to return. For the New Year campaign, the goal was to draw attention to Mia and increase user activity.

I designed additional entry points through notifications, in-app stories, and the Mia widget.

Inside Mia, I designed a gift-sending flow where users could choose a gift from Tele2 or its partners and send it to someone using their phone number.

During the campaign, Mia’s DAU in the mobile app was ~2× higher than usual.

43% of users who reached the recipient phone-number step successfully sent a gift. Around a quarter of gift senders continued to the holiday card flow.

MiXX was Tele2’s bundled subscription offering access to streaming services, music, and other digital products. Users struggled to compare plans, pricing, and included services, while subscription management was handled through the service page.

I redesigned the plan cards to make pricing and included services easier to compare. I also updated the service page and designed an interface for managing subscriptions.

Highlighting MiXX Max increased its share of new subscriptions by 12 percentage points.

However, overall purchase conversion did not change significantly. Users chose Max more often, but other plans less frequently.

Follow-up analysis also showed more frequent switches from Max to cheaper plans among some users. Therefore, the higher share of Max subscriptions could not automatically be treated as an increase in revenue or subscriber lifetime value.