Work / Bundled services configurator
Bundled services configurator
Product design
Designing a mobile-first configurator that helps users build and understand bundled telecom offers.
TL;DR
A mobile-first configurator that helps users build bundled offers step by step.
→ Designed with real pricing logic and business constraints.
→ Validated in user research (12 IDI).
→ One of the best-converting lead flows on the platform.
Context
Although the company offers multiple services that become cheaper when combined, there was no clear way for users to understand what a personalized offer actually looks like. Instead, users were presented with static pricing tables for individual services (voice, internet, TV), which made it difficult to grasp the value of bundling.
Together with my team lead, I proposed a new way of presenting the offer – as a configurator that lets users build their own bundle step by step. I was responsible for research, interaction design, and prototyping.
With over 90% of users on mobile, I took a mobile-first approach.
Approach
We started by mapping all possible service combinations and pricing dependencies in FigJam. This helped us understand the complexity of the system and identify meaningful user flows.
I explored several design directions and, after internal workshops, prepared a prototype for testing.
Based on internal data, we defined a target group and scheduled user research with an external agency. We conducted 12 in-depth interviews (IDI). The research brought valuable insights, especially around how users understand pricing, order of decisions, and the feeling of control.
Based on the findings, we refined the flow and interactions before implementation.
Despite tight deadlines, we worked closely with an engineering team to deliver a functional version for the new offer launch.
Challenges
One key constraint emerged late in the process: the order of adding services had to be fixed due to business logic.
→ To address this, we introduced a “step 0”, where users select which services they are interested in. The system then guides them through a predefined order, while still giving a sense of control.
Due to technical limitations, users could not complete the purchase directly in the configurator.
→ Instead, the flow ends with a lead form, where selected services are passed to a consultant. This required us to carefully design expectations and make the transition feel intentional rather than broken.
Another challenge was legal approval. The offer had to present detailed pricing and cost information in a way that satisfied legal requirements, sometimes at the expense of clarity.
→ We worked through multiple rounds of discussions and copy revisions to find a balance between compliance and readability. This became one of the key design tasks in the project: making dense information feel clear enough for users, while still meeting legal expectations.
Outcomes
The configurator became one of the best-performing lead-generation tools on the platform.
It improved clarity of the offer, helped users understand bundle value, and reduced reliance on static pricing tables.
(Final metrics to be added.)