How a design update helped AldiTalk reduce the time for plan change
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CLIENT
ALDI TALK
Visit site
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SERVICES
Agency
Rebuilding the tariff tiles
Consumer self-care portal for a national telco. We rebuilt the plan/tariff tiles used for upgrades and plan changes—replacing repetitive cards with a clear, comparable grid.
Struggling to choose the right tariff
Old tiles were repetitive and hard to compare (price/benefits formatted differently across cards).
No clear current vs. candidate distinction; users feared hidden changes (data cap, throttling, roaming).
Inconsistent components (design-system drift); poor mobile scan; accessibility gaps.
High “Which plan should I pick?” contact volume; plan-change completion lagged.
How can we make the tariffs more comparable?
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SOLUTIONS
AI Storytelling with Case Studies & Clear Positioning
10-Day Clarity Review: identified confusion drivers; set KPIs (plan-change completion, support contact rate, ARPU on change).
Comparison-first tile model: standardized rows (flats, speed/throttle, roaming/EU)
Decision helpers: easy comparable groups, no mental overload, structured and clean design
System-aligned components: tokens, states, focus styles; WCAG 2.1 AA color/contrast; responsive grid for mobile scanning
Validation & instrumentation: hi-fi prototype, 8 user tests, event tracking
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RESULTS
Easier Comparison, More Trust
With their new tariff site, the telco company achieved a much better user experience.
–16,3%
Support chats/calls about plan selection
-13,8%
Time-to-decision (median, mobile)
2%
ARPU on successful change events
„Working with Stephan felt like we had an experienced design partner who truly understood our vision for ALDI TALK and brought it to life."
Matthias Sobania
Brand Manager Aldi Talk
