Three's Webshop
Tre, one of Sweden’s leading challenger telecom providers, relied heavily on physical stores and third-party retailers for sales. To cut costs and stay competitive, the company set out to strengthen its digital channels as a core driver of growth.
Underperforming webshop design
A full webshop redesign had just launched, but instead of boosting sales, conversions dropped below the previous version.
Technology limitations
The old, monolithic platform lacked essentials like stock levels, and even small changes were slow and expensive.
Time pressure
With online performance declining, the immediate priority was to stabilise sales before pursuing long-term growth.
Approach
Review the existing flow
We audited each screen in the customer journey to spot usability issues, then regrouped to align on key pain points.
Key problems included hidden CTAs, missing price visibility, and a checkout process that asked for unnecessary details.
Analytics review
We partnered with the analytics team to instrument the purchase flow in more detail, then examined the funnel to see where and why users were dropping off.
Combining these insights with the design audit allowed us to form clear, testable hypotheses.
Competitor review
We benchmarked telecom webshop flows across Scandinavia, Europe, and the US, capturing and analysing screenshots to understand how others approached key interactions.
From this, we distilled common patterns and best practices that helped inspire and guide our own design direction.
Prototype & test
We built a highly interactive Axure RP prototype that mimicked real-world scenarios such as certain colour and storage combinations being unavailable, or prices updating dynamically when switching between subscription or pay-as-you-go plans.
Testing this with users gave us realistic feedback, which we iterated on until the flow felt intuitive and seamless.
An early version of the design prototype, built in Axure RP.
MVP launch
We partnered with an external development agency to launch an MVP quickly, prioritising time to market. After release, we iterated through A/B testing to refine the experience and drive measurable improvements.
The success of this approach gave the UX team greater visibility and credibility with senior leadership and across the organisation.
Outcomes
Increased Sales
220%
The first release brought about a huge uplift in sales (or 220% to be precise, if you didn't notice 😉). We continued to optimise further over time and it gave me clout in the organisation in order to bring about more investment and changes such as investing in modernising our technologies, hiring more designers, and changing ways of working.
Number of Steps
↓50%
Data Entry
↓70%
Awarded Specialist of the year, 2018
"Craig is responsible for ensuring our user experience is as fast and easy as possible. He was a major contributing factor in designing and implementing the updated purchase flow on tre.se, which contributed to +220% in sales, compared to the previous version. He constantly challenges everyone to deliver the best possible solution for our customers."
