Today customers who want to add a wireless line through e-commerce channel are presented with a very complicated purchase path built on old technologies which don’t support responsive design. Customers can only perform one transaction type at a time. For example, during the promotion period (such as new iPhone launch), it is a common scenario for a multi-line account customer to add a new line and upgrade an existing line at the same time. However, due to the technical limitation, the customer had to do multiple transactions to achieve this, i.e., one transaction for adding and another for upgrading. In addition, customers won’t be able to take advantage of various promotions such as promotion code, BOGO during online transactions. All these results in poor customer experience and low conversion rate (<3%).