An incumbent European telco set out to grow its digital sales share in a highly competitive and regulated market. Existing journeys were built around internal product logic rather than customer needs—resulting in late eligibility checks, rigid bundles, unclear pricing, and high drop-off rates. I led experience design for selected high-impact acquisition and upsell journeys, working closely with product and engineering to translate complex constraints into scalable, customer-centric flows. By restructuring key parts of the journey around how customers actually decide, configure, and purchase services—and systematically reducing friction—we turned critical touchpoints into intuitive, high-converting experiences.