[Videotron] Address validation functionality redesign

Project Overview

For this project, I led the end-to-end UX/UI redesign of Videotron’s address validation step, a mandatory part of the purchase subscription flow for Internet and TV services. The goal was to simplify a multi-step, error-prone process that caused drop-offs and user frustration, while aligning with business KPIs and operational constraints.

My Approach

Using a structured, user-centered methodology, I facilitated workshops with stakeholders, analyzed analytics, and applied heuristic evaluations to uncover pain points. By consolidating the flow into a single, streamlined UI component with real-time validation and clear error states, we reduced cognitive load and improved user trust. High-fidelity prototypes were validated through a 6-week A/B test to ensure measurable improvements.

Key Outcomes

• +3.8% increase in subscription flow completion

• –9% drop-off reduction at validation stage

• –22% faster task completion (2:45 → 2:09 min)

• –15% fewer input errors

• Validated, data-driven redesign fully implemented across desktop and mobile