Rebuilding the Foundations of the Proximus App

For most customers, the Proximus app is where Proximus becomes tangible. It’s where products are managed, problems are solved, and the relationship with the company continues long after the sale.

I’m leading the redesign of that experience. The challenge is to align customer expectations with Proximus’ wider strategic direction, replacing a fragmented experience with a coherent framework that supports product management, diagnostics, guidance, and future AI-assisted interactions. Rather than redesigning individual journeys, the work establishes a foundation that can evolve with both the business and the changing ways people manage their digital lives.

Full case study to follow at launch — September 2026.