Designing a seamless shopping experience

Namahn helped Proximus improve both their portfolio of accessories and their users "purchase journey" across multiple channels.

Design challenge

Accessories are a very specific product type – while technically they are products themselves, they are generally linked to other products which the user already has, or which are the user’s primary purchase. Few people, after all, buy a phone case to protect a phone they don’t already have, or are not currently buying.

Standard user purchase experiences are therefore unsuitable for accessories. Belgian telco Proximus wanted to improve their customers’purchasing experience of accessories in two ways: by integrating it better with their telco products, and by providing a seamless shopping experience across different online and offline channels.

Proximus asked Namahn for a customer-centric, systemic approach to re-thinking the portfolio and improving the different steps of the purchasing process.


Namahn first interviewed different users to map and understand expectations, as well as their current experience in purchasing telco products and accessories.

The resulting user insights, coupled with research into the latest relevant trends, then underpinned a systemic analysis to identify the key factors influencing the users’ shopping experience.

This led to a system map, showing the interconnections between these factors and identifying key leverage points, ranging from personalized advice on the shopfloor through to product-specific values such as comfort and peace of mind.

The map helped formulate metaphors describing the way Proximus supports these customers, and how service delivery could be provided through the different channels.

Proximus Metaphors

These metaphors were then transformed into designs of different accessory selection scenarios, which were tested and validated in co-creation sessions with both users and sales coaches.

Ideation session


The resulting recommendations covered both What sort of accessories Proximus should provide in their portfolio, and How users should be guided through the purchasing process across different channels.

Drafted as a presentation for internal sharing within the company, the recommendations were accompanied by a workprogramme setting out the necessary steps Proximus needed to take to implement them, as well as future scenarios showing possible directions for the suggested concepts.