The New Customer Flow was my latest major project at Edenred Belgium and, without a doubt, one of the most important for me. I’m particularly proud of what was achieved, as this project perfectly illustrates the awareness of the importance of UX within the company.

From my first few months at Edenred, I noticed that the new customer acquisition flow was facing numerous issues: display bugs, outdated branding, a disastrous user experience, and no mobile adaptation. Unfortunately, redesigning this flow wasn't a priority at the time, as the project was enormous and other initiatives required my involvement.

Then, a request for UI modernization landed on my desk. I seized this opportunity to demonstrate to my management the need to go further in our thinking. Armed with statistics, user video clips, and a comprehensive analysis, I presented a rather mixed report to my marketing director, who immediately understood the scale of the project.

We then identified the strengths and pain points of the existing system in order to propose alternatives that addressed the issues raised, with particular attention to a mobile-first approach. Once the wireframes were approved, I undertook the complete redesign of the UI to achieve the final result.