Pricewise

Pricewise is a Dutch comparison platform across insurance, energy, and internet & TV. During my time at Pricewise I worked on the Internet & TV experience, where users choose and compare between subscription bundles. The market is highly promotion-driven, but the product treated it like any other category. Subscriptions were shown in a standardized card format that prioritized consistency over clarity. The price and bundles were presented in a way that confused, rather than helped. Users struggled to understand the real cost, how discounts worked over time, and what they were actually signing up for. I redesigned the provider card around pricing transparency and comparison logic — making the relationship between discounted and base prices explicit, clarifying discount duration, surfacing total cost, and integrating add-ons into a single, understandable offer. This shift from promotion-first to clarity-first led to a +35% increase in desktop conversion, driven by better understanding and more confident decision-making.