A mobile-first flow enabling Bell customers to add Internet, TV, or Home Phone without calling support—reducing friction, improving clarity, and supporting Bell’s digital-first strategy.
Content
Bell’s existing “Add Service” process was fragmented and offline-only. Customers could not add a residential service online — they had to visit a store or call the sales service centre. The process involved multiple steps, lacked installation scheduling until late in the interaction, and often presented unclear pricing and terminology.
This project delivered a fully integrated, mobile-first flow within MyBell, enabling customers to browse eligible services, schedule installation, and confirm orders in one seamless experience. The design leveraged account data for address-based availability, guided customers through a single-page sequence, and used a persistent progress tracker to build confidence.
Research Findings
"As a Bell Customer, I need to quickly see which services are available at my address so I can make a decision without calling support."
"As a Product Owner, I need the add-on process to feel consistent with MyBell so customers can complete it entirely online."
Impact
The new flow consolidated service selection, installation scheduling, and checkout, reducing the need for call center support and shortening completion time to under five minutes. Customers received instant confirmation with installation details, improving trust and follow-through.
By aligning with Bell’s digital-first strategy, the prototype demonstrated how self-service design can cut friction, improve transparency, and open opportunities for targeted cross-selling within the customer account environment.
