"At Odido we want everyone to be able to participate."
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. To reinforce this point Odido introduced a new proposition called ‘Samen Unlimited’. Specially designed to make Unlimited more social and accessible, strengthening user experience and sales growth.
Client
Odido Nederland B.V.
Location
The Hague, NL
Project Dynamics
Cross-functional
Year
2023 - Sep '25
Services
UX/UI Design, A/B Testing, Online Sales, Branding, Concept Thinking
The concept
Odido wants everyone to be able to participate. That’s why they came up with Samen Unlimited. With Samen Unlimited you can take out an extra Unlimited subscription at a very affordable price. Each additional subscription costs only € 20 per month excl. € 9.50 connection costs and is a copy of your main Unlimited subscription. The only thing is that the points for Extras are not included. You can add up to 5 others members. This way everyone can use the internet and make unlimited calls. Ideal for families, partners or friends. Users can easily apply for Samen Unlimited in My Odido and the subscription can be monthly canceled.
The challange
Develop and optimize a concept for ‘Samen Unlimited‘, a new proposition that seamlessly integrates with existing Hello Business B2C and B2B line-up within the current framework and user flow. The solution needed to be smooth, visually appealing, scalable, and easy for users to understand, clearly communicating the new proposition and its advantages to drive increased sales and conversions.
Throughout the design process, careful consideration was given to the complexity of varying business rules and limitations that affect the entire order flow across both customer segments, ensuring a consistent and efficient experience for all users.
Involvement with other teams
Collaboration is essential to delivering a strong end product. This radar chart provides a clear picture of how UX is represented within the organization on a complex project and how my collaboration plays out in a story with the different teams.
The collaboration between an e-commerce manager and a UX designer is a continuous dialogue between commercial goals and user experience.
By working closely together, I’ve built a direct sparring partnership that allows me to influence business decisions through a user-centered perspective.
Complexity & Understanding
To design a seamless user experience, I had to fully understand and translate complex business rules into clear, scalable flows. As a senior UX designer, I didn’t just implement existing logic—I also helped refine and improve it. While working through the flows, critical questions surfaced that led to optimizations in some of the underlying rules. This close collaboration with business stakeholders allowed us to align user needs with commercial and technical realities, resulting in a stronger, more coherent proposition overall.
User can order multiple UNL subscriptions at the same time.
User can order a maximum of 5 subscriptions per session.
User can order multiple Samens on PDP.
When a user has multiple UNL subscriptions, the Samen always follows the highest UNL subscription.
Downgrading: When user has a UNL bundel
AND has one or more Samen UNL
AND user changes the UNL to a lower Unlimited one.
ALL Samen bundels follows the downgrade.
A user with a Samen Unlimited can have Extra’s, but only by buying them. The points are only applicable for the main Unlimited Plus or Premium bundel.
Concept development
Shaping the core idea into a scalable proposition. From initial flows to UX scenarios, this phase laid the foundation for the integration of the new bundle into our existing ecosystem.
Validating the proposition and design
To ensure the Samen Unlimited proposition was attractive, easy to understand (UX/UI) and to pinpointing the subconscious bottlenecks in the user journeys, we conducted user testing in collaboration with Braingineers.
The goal: to evaluate how users perceived the offer, whether they understood the benefits, and if it was clear that the main account holder is the responsible for the billings. The insights helped us refine key messaging, improve customer engagement and make the customer journey more intuitive.
Continuous Optimization Through A/B Testing
After implementing the improvements based on neuro-usability testing insights, I continued validating and refining the journey through targeted A/B testing. By systematically testing smaller UX and UI adjustments such as:
- Wording
- Layout changes
- Adding new elements/components
- Button & banner placement/color
- and many more...
I was able to identify high-impact optimizations that improved clarity and conversion. This iterative approach ensures the experience evolves based on real user behavior and business results. Below are three examples of A/B testing.
A/B test 1
"If we use the promotional PLP tile for 'Samen Unlimited' explanation, visitors will better understand how a 'Samen' subscription works. As a result, the benefits will be clearer and conversion for 'Samen' will increase."
Although the hypothesis aimed to improve understanding and drive higher conversions, the promotional tile showed a negative effect on performance. This suggests that the tile may have distracted users from their primary intent or created confusion instead of clarity.
Conversion
-9.3%
Click-through
-1.9%
A/B test 2
"Displaying a calmer banner with fewer distractions leads to a higher CTR and increased sales."
The simplified banner helped users focus on the main message, reducing cognitive overload and banner blindness. Visitors appeared to engage more with the key CTA, resulting in a higher click-through and improved conversion behavior down the funnel.
Conversion
+4.2%
Click-through
-6,8%
More A/B tests
'The result is a design that meets business requirements, addresses user needs, and drives conversions.'
Together with Odido
@Odido HQ, The Hague
"Werken met jou, Barbara, is echt een feestje..."
Je hebt oog voor detail, bent kritisch op de juiste momenten en weet precies hoe je een idee tot leven brengt in design. Wat ik daarbij het meest waardeer, is dat je altijd verder kijkt dan alleen het ontwerp: je verdiept je in de business, stelt de juiste vragen en gaat pas tevreden weg als het écht klopt.
Dankzij jouw drive en betrokkenheid til je het werk naar een hoger niveau. Voor mij ben je een topper en zonder twijfel een aanwinst voor iedere organisatie.
- Rens DriessenSr. eCommerce Manager
