Lebara NL
Web and app optimization lead
UX Improvements ✨ Conversion optimization ✨ A/B Testing ✨ Cross-Functional Collaboration
Lebara NL
Web and app optimization lead
UX Improvements ✨ Conversion optimization ✨ A/B Testing ✨ Cross-Functional Collaboration
Lebara NL
Web and app optimization lead
UX Improvements ✨ Conversion optimization ✨ A/B Testing ✨ Cross-Functional Collaboration
My role
Senior Product Designer
Focus
Optimizing flows, leading design projects
Teams
Design, Data, Marketing, CRM, Sales
Duration
2022 - Today
My role
Senior Product Designer
Focus
Optimizing flows, leading design projects
Teams
Design, Data, Marketing, CRM, Sales
Duration
2022 - Today
My role
Senior Product Designer
Focus
Optimizing flows, leading design projects
Teams
Design, Data, Marketing, CRM, Sales, Offline
Duration
2022 - Today
Design Process
Design Process
Design Process
Logo
Logo
Not every request follows the full process. Sometimes, quick fixes or urgent asks like rearranging components, last minute promotions or minor updates - call for a faster, simplified flow.
Not every request follows the full process. Sometimes, quick fixes or urgent asks like rearranging components, last minute promotions or minor updates - call for a faster, simplified flow.
Not every request follows the full process. Sometimes, quick fixes or urgent asks like rearranging components, last minute promotions or minor updates - call for a faster, simplified flow.
Not every request follows the full process. Sometimes, quick fixes or urgent asks like rearranging components, last minute promotions or minor updates - call for a faster, simplified flow.
Homepage Evolution
Redesigned across 3 major iterations
In 3.5 years at Lebara NL, I led three homepage redesigns driven by WUA benchmarks and user testing. The final version was fully owned by me and designed within our system constraints.
Homepage evolution
Redesigned across 3 major iterations
In 3.5 years at Lebara NL, I led three homepage redesigns driven by WUA benchmarks and user testing. The final version was fully owned by me and designed within our system constraints.
Homepage Evolution
Redesigned across 3 major iterations
In 3.5 years at Lebara NL, I led three homepage redesigns driven by WUA benchmarks and user testing. The final version was fully owned by me and designed within our system constraints.
2022
Version 1
2022
Version 1
2022
Version 1
The homepage I inherited when I joined. Designed by the previous designer, it featured Peter as the face of Lebara. Visual-heavy, low on information.
At this point we were ranked at the 8th place in the WUA bench mark.
The homepage I inherited when I joined. Designed by the previous designer, it featured Peter as the face of Lebara. Visual-heavy, low on information.
At this point we were ranked at the 8th place in the WUA bench mark.
The homepage I inherited when I joined. Designed by the previous designer, it featured Peter as the face of Lebara. Visual-heavy, low on information.
At this point we were ranked at the 8th place in the WUA bench mark.
Early 2023
Version 2
Early 2023
Version 2
Early 2023
Version 2
Following a WUA benchmark that exposed trust issues and negative reactions to the mascot, we redesigned with clearer info, improved navigation, and warmer visuals. Peter stayed for brand recognition, but the tone shifted.
Following a WUA benchmark that exposed trust issues and negative reactions to the mascot, we redesigned with clearer info, improved navigation, and warmer visuals. Peter stayed for brand recognition, but the tone shifted.
Following a WUA benchmark that exposed trust issues and negative reactions to the mascot, we redesigned with clearer info, improved navigation, and warmer visuals. Peter stayed for brand recognition, but the tone shifted.
🚫 This version was pulled shortly after launch due to a dip in conversion - before we could fully test its long-term impact.
🚫 This version was pulled shortly after launch due to a dip in conversion - before we could fully test its long-term impact.
🚫 This version was pulled shortly after launch due to a dip in conversion - before we could fully test its long-term impact.
2023 - 2024
Version 3
2023 - 2024
Version 3
2023 - 2024
Version 3
Prompted by another WUA benchmark and sales input, this redesign focused on building trust and increasing conversions. We added a product configurator, raised trust signals higher, prioritized SIM Only, and simplified banners.
Prompted by another WUA benchmark and sales input, this redesign focused on building trust and increasing conversions. We added a product configurator, raised trust signals higher, prioritized SIM Only, and simplified banners.
Prompted by another WUA benchmark and sales input, this redesign focused on building trust and increasing conversions. We added a product configurator, raised trust signals higher, prioritized SIM Only, and simplified banners.
🔧 It was a clear, directive-driven update - and remained live until the final 2024 revamp.
🔧 It was a clear, directive-driven update - and remained live until the final 2024 revamp.
🔧 It was a clear, directive-driven update - and remained live until the final 2024 revamp.
2024 - Today
Version 4 - The final revamp
2024 - Today
Version 4 - The final revamp
Why Change Again?
Benchmark showed trust and consistency issues
AEM limitations created design misalignments
Brand recognition still lacking
Confusing layout and low-performing CTAs
Why Change Again?
Benchmark showed trust and consistency issues
AEM limitations created design misalignments
Brand recognition still lacking
Confusing layout and low-performing CTAs
2024 - Today
Version 4 - The final revamp
Why Change Again?
Benchmark showed trust and consistency issues
AEM limitations created design misalignments
Brand recognition still lacking
Confusing layout and low-performing CTAs
Why Change Again?
Benchmark showed trust and consistency issues
AEM limitations created design misalignments
Brand recognition still lacking
Confusing layout and low-performing CTAs
Why Change Again?
Benchmark showed trust and consistency issues
AEM limitations created design misalignments
Brand recognition still lacking
Confusing layout and low-performing CTAs
Better Navigation
Trust signals
Full page:
My Approach
Full cross-team collaboration + full creative freedom.
I collaborated closely with:
Brand NL & Group
Marketing
Data
Sales
Creative
I gathered their needs, reviewed the design system for reusable components, and built a structure that would:
👉 Be cleaner and more scannable
👉 Emphasize trust, clarity, and conversion
👉 Stay on-brand while maximizing user value
The result:
My Approach
Full cross-team collaboration + full creative freedom.
I collaborated closely with:
Brand NL & Group
Marketing
Data
Sales
Creative
I gathered their needs, reviewed the design system for reusable components, and built a structure that would:
👉 Be cleaner and more scannable
👉 Emphasize trust, clarity, and conversion
👉 Stay on-brand while maximizing user value
The result:
My Approach
Full cross-team collaboration + full creative freedom.
I collaborated closely with:
Brand NL & Group
Marketing
Data
Sales
Creative
I gathered their needs, reviewed the design system for reusable components, and built a structure that would:
👉 Be cleaner and more scannable
👉 Emphasize trust, clarity, and conversion
👉 Stay on-brand while maximizing user value
The result:
The result:
Better Navigation
Trust signals
Full page
Better Navigation
Trust signals
Full page:
Key Design Changes
Simplified color use to highlight hierarchy
Added navigation bar below hero for better exploration
Moved trust elements (USP, reviews, brand) higher up the page
Introduced Trustpilot reviews + Lebara app banner
Collaborated with stakeholders to refine copy and CTAs
Updated prepaid banner based on user behavior data
Removed underperforming CTAs and irrelevant components
Key Design Changes
Simplified color use to highlight hierarchy
Added navigation bar below hero for better exploration
Moved trust elements (USP, reviews, brand) higher up the page
Introduced Trustpilot reviews + Lebara app banner
Collaborated with stakeholders to refine copy and CTAs
Updated prepaid banner based on user behavior data
Removed underperforming CTAs and irrelevant components
Key Design Changes
Simplified color use to highlight hierarchy
Added navigation bar below hero for better exploration
Moved trust elements (USP, reviews, brand) higher up the page
Introduced Trustpilot reviews + Lebara app banner
Collaborated with stakeholders to refine copy and CTAs
Updated prepaid banner based on user behavior data
Removed underperforming CTAs and irrelevant components
+7%
Engagement
-7%
Bounce rate
3rd
Rank in WUA benchmark
Impact
Impact
Impact
+7%
+7%
Engagement
Engagement
-7%
-7%
Bounce Rate
Bounce Rate
3rd
3rd
Rank in WUA bench mark
Rank in WUA bench mark
In addition
Clarity and information perception were improved (WUA benchmark feedback)
Stronger direct engagement via homepage CTAs:
👉 Higher interaction rate and lower drop-off from users clicking CTAs directly on the homepage vs. through the menu
👉 The new Sim Only / Prepaid nav bar on mobile helped users explore faster and more confidently
In addition
Clarity and information perception were improved (WUA benchmark feedback)
Stronger direct engagement via homepage CTAs:
👉 Higher interaction rate and lower drop-off from users clicking CTAs directly on the homepage vs. through the menu
👉 The new Sim Only / Prepaid nav bar on mobile helped users explore faster and more confidently
In addition
Clarity and information perception were improved (WUA benchmark feedback)
Stronger direct engagement via homepage CTAs:
👉 Higher interaction rate and lower drop-off from users clicking CTAs directly on the homepage vs. through the menu
👉 The new Sim Only / Prepaid nav bar on mobile helped users explore faster and more confidently
Reflection
Reflection
Reflection
This final homepage redesign was a turning point - not just for the product, but for my role as a designer. Being trusted with full creative lead gave me space to go beyond requests and really solve the problems we kept seeing in benchmark after benchmark. I combined data, user behavior insights, and stakeholder input to build something more intentional, more trustworthy, and more useful.
It also reinforced something I deeply believe: when design is aligned with business, marketing, and brand, and is led by user needs - that’s when we see real results.
This final homepage redesign was a turning point - not just for the product, but for my role as a designer. Being trusted with full creative lead gave me space to go beyond requests and really solve the problems we kept seeing in benchmark after benchmark. I combined data, user behavior insights, and stakeholder input to build something more intentional, more trustworthy, and more useful.
It also reinforced something I deeply believe: when design is aligned with business, marketing, and brand, and is led by user needs - that’s when we see real results.
This final homepage redesign was a turning point - not just for the product, but for my role as a designer. Being trusted with full creative lead gave me space to go beyond requests and really solve the problems we kept seeing in benchmark after benchmark. I combined data, user behavior insights, and stakeholder input to build something more intentional, more trustworthy, and more useful.
It also reinforced something I deeply believe: when design is aligned with business, marketing, and brand, and is led by user needs - that’s when we see real results.
Curious for more?
Check out more projects
Deep Siam
UX improvement 2020-2021
~30% drop in CS calls
Play Taylor
Online game design - 2024
100% fun!
Curious for more?
Check out more projects
Deep Siam
UX improvement 2020-2021
~30% drop in CS calls
Play Taylor
Online game design - 2024
100% fun!
Curious for more?
Check out more projects
Deep Siam
UX improvement 2020-2021
~30% drop in CS calls
Play Taylor
Online game design - 2024
100% fun!
