Data driven decisions
e-Commerce
UX/UI
This case study explores how reframing a crucial and legally required step in the Proximus checkout flow led to an +17% increase in conversions.
Setting the Scene
As part of a broader effort to redesign Proximus’ core acquisition flows for Packs, Internet, and Mobile, we set out to improve the entire ordering experience—from the moment a user lands on a product page and configures their offer, to the final step of completing their order.
With the main flows live in production, we shifted our focus to performance tracking. Week upon week, we compared the new journeys against the legacy versions, analysing performance across every step of the funnel.
It wasn’t long before one issue stood out. While most steps showed steady improvement, one consistently underperformed. A message from our data analyst confirmed what the numbers were telling us: the identification step was dragging down overall conversion. It was clear this step needed focused attention.
The Drawbridge
The identification step is a legally required part of all Proximus ordering journeys. Positioned between the upper funnel—where users explore and configure their offer—and the lower funnel—where they finalise and pay—it serves as a critical checkpoint.
Its purpose is to prevent fraud by requiring users to verify their identity using one of three methods. In many ways, it functions like a drawbridge: unless users successfully pass this step, they cannot continue. If they drop here, the journey ends—and so does the conversion.
Identifying the Problem and opportunities
To understand why users were dropping off at this stage, we conducted a detailed analysis of the identification step. What we uncovered confirmed our concerns—and highlighted a clear opportunity.
First, performance was a significant blocker. The step often loaded slowly, creating delays that disrupted the flow and increased the risk of abandonment.
Second, the experience was not user-friendly. All three identification methods were embedded within a static, non-responsive iframe. On mobile especially, users had to scroll awkwardly within the frame just to see their options and reach the call-to-action.
Third, the structure of the step made optimisation nearly impossible. Managed by an external team, it couldn’t be easily updated, tested, or tracked. With no behavioural data available, we were operating in the dark.
Yet one signal cut through the noise: conversion was highest when users selected itsme - a digital identification app. This became our starting point.
This insight led to a clear hypothesis: rather than offering three identification methods equally, what if we streamlined the experience around the one users already preferred—itsme?
To test this, we decided to take matters into our own hands and launched an A/B test. The goal of this test was to assess whether a simplified, itsme-only flow could improve conversion.
We followed itsme’s brand guidelines and drew inspiration from its use in trusted sectors like banking and government. The result was a clean, focused interface featuring a prominent itsme logo for reassurance, a clear call-to-action, and support links for users without the app.
The test ran over three months, allowing us to capture meaningful data across devices and user types.
Defining the path forward
The A/B test showed a modest uplift in conversions on mobile for the itsme-only version. On desktop, performance dipped slightly—likely due to itsme’s mobile-first design, which still requires smartphone interaction even when the journey begins on desktop.
While the results weren’t dramatic, they confirmed our hypothesis: simplifying the step could positively influence user progression. With that signal, we chose to fully implement the itsme-only flow.
Beyond the immediate performance gains, this decision offered several strategic advantages:
Reduced Maintenance – Managing a single identification method simplified upkeep and reduced long-term operational costs.
User-Centred Focus – We aligned the experience with user behaviour, optimising for the clear majority already choosing itsme.
Increased Flexibility – By removing the dependency on the external iframe, we regained full control over the design and iteration cycle.
Full Data Visibility – Integration with Adobe and Contentsquare allowed us to track behaviour, identify drop-offs, and continuously improve the flow in real time.
This decision not only allowed us to start iterating on the design to improve this step - it brought it in line with our broader digital strategy for a more seamless, self-service digital ordering experience.
The iterative path to impact
While the identification step had been simplified with the itsme-only solution, conversion rates still fell short of our targets. Our next objective was to refine the experience through a series of small, data-informed improvements.
Our first step was to turn to the data. Now that the identification flow was fully under our control, we were able to apply zoning analysis using Contentsquare. This revealed that the primary call-to-action was not consistently visible across devices. In many cases, it fell outside the initial viewport—forcing users to scroll in order to continue, and ultimately adding unnecessary friction.
To address this, we introduced a sticky CTA on mobile and later extended the same solution to desktop, ensuring the main action stayed visible and accessible at all times.
This change improved click-through rates, but further behavioural insights uncovered additional distractions. The itsme logo and Help/Contact buttons were drawing attention away from the CTA. To restore focus, we removed the logo to avoid visually competing for and repositioned the secondary actions further down the screen to streamline user focus on the main call to action.
User testing also revealed that the original CTA copy—“Confirm your identity”—felt too final and definitive. Participants perceived it as a binding, irreversible action. To ease that friction, we softened the language to a more neutral and inviting prompt: “Identify with itsme”.
Reframing the Choice: Back to Basics
Although earlier iterations improved usability and reduced friction, they didn’t deliver the conversion uplift we were aiming for. To explore a new approach, we turned to other steps in the checkout flow for inspiration.
Reviewing click-through data, we identified one of the strongest-performing steps: installation method selection. In that step, users choose how they want their services installed—either through self-installation (faster and more flexible) or a technician visit (slower and dependent on availability). The clear contrast between options helped users make quicker, more confident decisions.
We decided applied the same principle to the identification step. Rather than presenting itsme in isolation, we introduced a second option: verifying identity in a physical Proximus shop. Placing itsme alongside a slower, less convenient alternative gave it stronger context - positioning it as the faster, simpler, and more user-friendly choice. Our hypothesis was that introducing this contrast would encourage more users to choose itsme by making it clearly the more convenient option.
Impact
Following the rollout of the reframed design, we saw a clear and measurable improvement in performance. Click-through rates rose, with a 15% increase in users successfully completing the identification step. More importantly, this translated into a 17% increase in total completed orders.
These results confirmed that while simplifying the interface improved usability, the real breakthrough came from reframing the itsme option. By providing clearer context and contrast at a key moment in the journey, we streamlined user decisions and helped users move forward with greater confidence and fewer barriers.
Reflections
This project had its share of challenges, but it reinforced the value of persistence, collaboration, and staying open to new perspectives. I’m grateful to the team for trusting me to keep iterating on this step—even when progress felt slow. In the end, it showed that impactful design isn’t always about refining the surface, but often about reframing the problem entirely.
One of the biggest lessons was that every design is a hypothesis. It’s our responsibility as designers to use data to validate, challenge, and evolve our ideas. I also learned the value of continued iteration - to keep tinkering with intent, and when needed, return to the basics. Finally, this project reminded me that our work is never really done. There’s always room to improve, simplify, and remove friction.
In the end, it wasn’t just data, but the combination of user insight, iteration, and a more holistic mindset that turned an underperforming (but essential) step into one that helped us move closer to our conversion goals.