SHIPPED
BroadbandNow
find internet in your area
MY ROLE
Product Designer
IMPACT
• Inconsistencies in branding & overall UI
• User experience journeys were confusing & disjointed
• Much of the focus for optimizations were heavily SEO driven
• On the backend, the site was hard coded, so elements were not easily modified or reused
• Overarching goal: BBN to rank #1 in organic search on Google (currently in position 2) for “Internet providers near me”
• Improve conversion rates & sales (calling makes the most $$)
• Improve zip code check rate
• Finding a reliable provider at their location that fits their specific needs
• Be able to compare provider plans quickly (not always ready to purchase)
We conducted a total of 40 unmoderated usability tests across mobile & desktop to better understand how the targeted demographic was searching for internet & using our current BBN site.
Needs
#1 priority was finding a reliable provider in their area
Pricing & speed were the main specs looked at when comparing plans
Comparing provider plans quickly
Reviews are important to them
Pain Points
Difficult time differentiating & understanding provider plans
Frustrated because they could not see pricing
Time wasted due to difficulty comparing plans
People lacked trust in the brand—relied on multiple resources of unbiased content in order to make a decision
THE FUTURE
We planned to break this project out into 3 phases to reach our north star vision which was a table layout. Table layouts are much better at comparing content and organizing a lot of information at once. We initially designed this version first after discovering all the user insights but decided to pair the designs back for ease of transition for developers.
For the future, we plan to:
Have address check for more accurate recommendations
A/B test a table layout
Work our way up to the north star vision while refining filters and personalization
Update and roll out the rest of the page templates using the new design system
Maintain design system and create documentation on how & where type, color, components are used for other designers and engineering team
next projects
