"We want to help create a society where everyone is connected."
Odido is the largest provider of Mobile, Fiber Optic, and TV services in the Netherlands. The company believes in building a society where everyone is connected across every touchpoint.
One of many projects as a Senior UX Designer in the Mass Market Team consist of helping translating campaigns for the Sales Team into seamless, user-focused digital experiences. I bridge creative strategy and technical execution, working closely with internal teams and external agencies to ensure consistency, responsiveness, usability across all digital channels and contributing to measurable outcomes such as increased conversion rates and improved campaign engagement through A/B testing.
Client
Odido Nederland B.V.
Location
The Hague, The Netherlands
Project Dynamics
Cross-functional
Year
2023 - Sep '25
Services
UX/UI Design, Marketing, A/B Testing, Online Sales, Branding, Concept Thinking
One Story, One Experience.
The goal is to make every online touchpoint feel just as strong and intuitive as the campaign itself, across any device or platform, while giving a real boost to e-shop sales and lifting the overall customer experience, as seen in better NPS scores.
Alongside collaborating with diverse teams and areas of expertise, I work closely with sales managers, content managers, developers and conversion specialists to create engaging, high-performing digital experiences that bring campaigns to life and drive measurable results.
Together with the CRO team, I design and constantly run A/B tests to validate each design, making sure it not only looked great, but also drive sales.
In close collaboration with external agencies, who developed the campaign concepts, my role as a UX designer is to translate these ideas on the website, e-shop, My Odido, app banners into seamless, effective online experience. This meant more than just visual alignment and using a Design System. It requires strategic thinking around what is technically possible within our ecosystem, while taking into account format limitations, responsive design requirements, and the wide variety of assets needed by different teams.
'Every campaign should feel familiar at every step, from the billboard all the way to when someone places an order in the e-shop.'
The Aftellercampaign
This campaign style has been designed by an external agency specifically to stand out with a distinctive look and a clear ‘sales’ feel, while intentionally deviating in some areas from the standard Odido brand guidelines. This is a time-limited, high-discount offers that Odido releases for short durations. “Tijdelijke deals waar je héél snel bij moet zijn”.
Why It’s Interesting / Why it Works
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Urgency & scarcity: The countdown mechanism motivates quick decision making (“before it’s gone”) Is good for conversion.
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High perceived value: Big discounts + free gifts increase attractiveness.
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Online exclusivity: Some offers are “only via Odido.nl”, creating a sense of exclusivity and driving traffic to their site.
- Cross-selling: It’s a way to push not just plans but bundled services/devices, potentially increasing the average revenue per user.
The Haastmakers campaign
This is a promotional programme by Odido to push temporary high-value deals on mobile subscriptions, devices, and Internet/TV combos. This campaign runs multiple times a year… “Deals die je niet kan laten liggen”
Why It’s Interesting / Why it Works
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Sense of urgency: The name “Haastmakers” sets the tone: you must act quickly or miss out. The countdown in DOOH (Digital Out-Of-Home) reinforces this.
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Clear, strong value-proposition: Big discounts on popular devices + mobile/data plans, plus free or lowered connection/installation fees.
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Creative interactivity: Banners don’t just sit there; they’re interactive and visually engaging (hover effects, “slide” card UI) which helps with engagement.
- Multi-channel distribution: From online banners, social videos to DOOH, wide reach and visual impact.
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Cross-product stacking: Not just mobile plans, but also home internet + TV bundles and Sim-Only options. The campaign captures different segments (device seekers, plan-only customers, home users).
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Brand-building and activation: For a relatively new brand identity, the campaign helps drive both awareness and acquisition.
Involvement with other teams
“Great campaigns don’t happen in silos, they’re built in collaboration.”
Working together ensures:
- Coherent brand storytelling
- Higher efficiency
- Better user experience
- Stronger performance outcomes
@Odido HQ, The Hague
"Your keen eye for detail and relentless focus on getting things done amazed me just as much as your uplifting spirit..."
It was an absolute delight knowing you.. Your keen eye for detail and relentless focus on getting things done amazed me just as much as your uplifting spirit. You brought energy that kept the team motivated and focused, even through tight deadlines and challenging campaigns—and we had a lot of fun along the way.
Thank you for the life lessons. I will miss our conversations, and I wish you all the best in what’s ahead. It was an absolute delight knowing you.. Your keen eye for detail and relentless focus on getting things done amazed me just as much as your uplifting spirit. You brought energy that kept the team motivated and focused, even through tight deadlines and challenging campaigns—and we had a lot of fun along the way. Thank you for the life lessons. I will miss our conversations, and I wish you all the best in what’s ahead.
- Victor CuijpersDigital Engineer
