EE Mobile - 400% more renewals
Renewals are one of the most valuable moments in a customer relationship: a chance to remind someone why they chose you and make it easy for them to stay. The EE mobile renewal journey wasn't making the most of that moment. Customers were dropping off, conversion was sitting at 4.5%, and the experience had real room to grow. I led the redesign that unlocked it. A complete overhaul of the re-sign journey that made renewing feel personal, fast, and worth doing.
400%
Increase in renewals
70%
Increase in user engagement
The Challenge
The opportunity was obvious once you looked at the data. Customers were engaged enough to start the renewal journey but dropping off before completing it — because the experience wasn't meeting them where they were. Generic plan recommendations, manual data entry, and a compliance layer that hadn't been properly integrated into the flow were all creating unnecessary friction. Fix those things and the numbers would move. We fixed them.
Impact
16%
Lift in overall conversion rates
70%
Re-sign orders completed digitally
My Role
My job was to see the opportunity clearly and build the team's belief that we could capture it. I set the vision for what the renewal journey could become: an experience that felt personal fast, and worth completing, and defined the strategy that would get us there. That meant identifying exactly where and why customers were dropping off, prioritising the changes that would move the needle most, and keeping the team focused on the customer's experience at every decision point. Aligning product, engineering, and compliance behind that vision was as much a part of the work as the design itself.
30%
Uplift in overall
re-sign volume
The Solution
We rebuilt the renewal journey around five improvements that each addressed a specific drop-off point. Personalised recommendations surfaced plans based on actual usage, making the choice feel obvious. Pre-filled information removed the manual entry that was killing checkout completion. Multi-plan renewals let customers manage multiple lines in a single journey. Add-ons were redesigned to surface relevant options at exactly the right moment.
