Telia website
At Tieto, I worked on several parts of the Telia digital experience, including homepage and self-service improvements. One of the most impactful challenges was redesigning the pricing experience across multiple service categories so it would feel more consistent, easier to compare, and simpler to act on.
Unified Pricing Experience for Multiple Services
Challenge
Telia pricing pages had evolved separately across service lines, resulting in different layouts, different interaction patterns, and an inconsistent visual hierarchy. Mobile plans already used a more modern card-based format, but even there the design was not fully supporting user behavior. Heatmap analysis showed that a prominent purple header block was attracting clicks away from the main CTA, creating friction at a key decision point.
Other service categories relied on more traditional table layouts, making the overall pricing experience feel fragmented and harder to scan.
Jakob’s Law
When different sections of the same website (like pricing pages) have inconsistent designs, it disrupts the user’s expectation of uniformity and can cause confusion, leading to a poor user experience.
Approach
- Create one modular pricing card system that could flex across different service types.
- Improve scanning and comparison by clarifying hierarchy and reducing visual noise.
- Bring pricing pages closer to the wider Telia design system for a more unified experience.
- Keep the structure practical for implementation by relying on reusable components.
I designed a modular card system with interchangeable building blocks, allowing the same core structure to support mobile, TV, internet, and bundled services without losing consistency.
Solution
Each card was built around a clearer decision-making flow: plan information first, optional selections second, benefits third, and a stronger pricing and CTA section at the bottom. This made the interface easier to scan while also supporting service-specific needs such as router selection, TV options, or bundled perks.
The final result was a more cohesive pricing experience that aligned better with the existing design system, reduced inconsistency between categories, and made the pages feel more intentional and easier to use.
Outcome
This redesign helped establish a more scalable pricing pattern for Telia services. Beyond improving the immediate UI, it created a stronger foundation for future pricing pages by making the experience more consistent for users and easier for teams to extend.