Internet Subscription Onboarding Flow

Altibox had no online subscription process. Customers wanting to sign up for internet service or upgrade their existing plan had to call customer service or visit a physical store. This created friction for users who expected a modern self-service experience. Additionally, the solution needed to serve two distinct user types: existing Altibox customers looking to upgrade their bandwidth, and new customers signing up for service at a new address.

Started by mapping the existing offline journey—call center scripts, store processes, and the questions agents asked customers. Identified the core decisions: bandwidth/plan selection, router needs, delivery logistics, and payment setup. Conducted user interviews with both existing customers and potential new subscribers to understand their mental models and expectations. Key insight: users wanted to see exactly what they were getting at each step, with clear pricing and no surprises at checkout.

Designed a 5-step streamlined onboarding flow:

1. **Bandwidth Selection** — Plan cards showing speeds and prices, single selection with clear differentiation
2. **Router Option** — Simple yes/no choice, showing included router vs. additional cost options
3. **Delivery Address** — Address form with existing customer detection for faster completion
4. **Payment & Billing** — Billing information and payment method selection
5. **Success Confirmation** — Order summary, expected timeline, and clear next steps

The flow adapts based on whether the user is an existing customer (pre-filled data, upgrade messaging) or new customer (full onboarding, welcome messaging). Built interactive prototypes in Figma and tested with users to validate the flow before development.

The online subscription flow launched as Altibox's first self-service subscription option. Results in the first 3 months:

• **25% increase** in new subscriptions and upgrades compared to call-center-only period
• Reduced average completion time vs. phone calls
• Positive user feedback in post-launch surveys—users appreciated the transparency and control
• Freed up call center capacity for complex support issues

The flow successfully served both user types, with existing customers particularly appreciating the streamlined upgrade path.

The biggest challenge was balancing simplicity with the necessary information gathering. Early prototypes had too many optional fields; user testing revealed people preferred fewer steps with clear progress indication over more granular control. The existing customer detection feature proved valuable—it reduced form fatigue and made upgrades feel effortless. If I were to iterate further, I'd explore adding real-time availability checking based on address to set expectations even earlier in the flow.