Back Market / Mar 2026
Scaled US acquisition through telecom partnerships
Our US growth had stalled on the single exclusive telecom partner model from our French playbook. I helped pivot the strategy to a flexible multi-partner model and designed the end-to-end flow that shipped it. The new redirect funnel converts 1.3x higher than average traffic.
My role
- co-built the case for the strategic pivot
- partnered with UXR and a Content Designer on research that shaped the content
- designed the partner offer template and full redirect flow, and shipped the MVP live with three partners
Timeline
Back Market / 1 quarter to launch MVP, year-long initiative to reshape the US telco strategy
Impact
1.3x higher conversion than average traffic. Redirect template launched with 6 brand partners.
The ambitious bet
When I joined the team mid-2025, growth through telecom partnership was plateauing. Our Visible by Verizon partnership converted at 3.4% — well above average traffic — but couldn't scale to our 3-year acquisition goal.
My PM and I pitched a bigger vision: a mobile-plan marketplace positioning Back Market as a prepaid/BYOD advocate. I designed the early concepts, which included a plan comparison quiz, educational landing pages, and a multi-partner browse experience.
But the vision couldn't move forward. Marketing couldn't commit to the content and SEO investment, and the c-suite wasn't convinced on the big pivot without proof.
The re-scope
Instead of stalling out, we reworked what was already working.
Visible worked because it was a simple flow:
We didn't need the whole marketplace to capture the value, we just needed to make that proven loop work for many partners. So I distilled the marketplace's multi-partner thinking into a less ambitious but shippable redirect strategy.
The design
A user lands on Back Market fresh from a partner site who might've never heard of us before. I wanted to make sure the design addresses what they need at that decision moment. Through a survey with our UXR team, the insights showed that most users arrive in a plan comparison mindset and need three things to convert: device compatibility, clear promo terms, and payment options. I solved compatibility structurally by only redirecting to unlocked device models, so the block could focus on communicating the offer and activation.
I designed the full flow including the PDP offer block, a light cart touchpoint, and the confirmation screen and email that deliver the promo code post-purchase.
A big challenge of this MVP design was to make sure it's flexible enough to onboard multiple partners with varying offer strategy and different branding. We had 3 partners lined up at the time, and expecting more to come.
I partnered with the Design System team and my devs to make partner branding configurable in our design system and codebase. The block has a uniformed structure - header, offer summary, activation steps — while logo, color, copy, and offer details flex per partner via brand tokens. Consistent enough to stay unified and onboard a new partner without a redesign; branded enough to feel native on arrival.
Impact & what's next
We launched with Visible, Google Fi, and Noble Mobile at 1.3x conversion over average traffic, and added our fourth partner, US Mobile, to the mix. I've since designed and shipped new entry points that surface these partner promos to our existing shoppers, opening a second path into the telco offers.