My Unboxing motivates self-service by letting customers personalise and assemble their own service box. After ordering, they see their name on the Ziggo box and configure their service through a few questions, with the option to unbox parts of it in the app ahead of delivery. Personalization and anticipation boost engagement: using a customer’s name immediately captures attention, while making choices increases commitment. Previewing or unboxing a service upfront sets expectations and lowers anxiety. Adding surprise amplifies curiosity and motivation to explore further.

In the app the customer can click on their box to unbox information. After unboxing the products during the first-use the customer lands on his personal environment (product overview). Customers quickly engaged with the unboxing experience, turning anxiety into excitement and a positive association with the product and service. A subtle mix of gamification and realistic visuals kept the experience engaging without feeling childish, while the familiar, home-like design made self-service feel safe, personal, and easy to approach.

In the app, customers can explore details like download speed and instantly see the impact. By adjusting a slider, they experience changes directly, such as lower video quality and increased loading times. The simulation simplifies learning through visual, hands-on interaction. Personalised examples increase relevance without overwhelming users, helping them better understand concepts like download speed. This clarity boosted confidence and motivation, while also revealing upsell opportunities when upgrades clearly added value.

The customer unlocks new information as their order progresses, with up to four unboxing moments aligned to Ziggo’s existing order status steps. Repeated micro-interactions during onboarding, such as unboxing, activating products, or adjusting a simulator, build a sense of control and confidence. Making self-service familiar and successful early reframes it as the preferred installation path. Spreading information over time keeps customers engaged while waiting, reduces frustration and overload, and reinforces learning through repetition.

During the first use of the app the customer has to turn his products on. He then sees an animation of the lights turning on. Research showed that familiar products and actions can trigger recall of self-service. By repeatedly showing elements like the Ziggo box, unboxing, and indicator lights in a digital living room, the app primes customers to think of self-service at home. This subtle priming builds familiarity without creating fear. For customers needing extra support, a transparent sticker on the physical product reinforces the guidance first introduced in the app.