2025
From Browsing to Buying:
A Better Broadband Journey
We consolidated 100+ fragmented broadband purchase forms into one scalable flow, helping customers confidently compare, choose, and buy the right plan.
The challenge: Each plan type had different forms with overlapping yet incomplete information.
Our approach: Redesign the purchase journey using familiar e-commerce patterns, validated through usability testing with real customers.
Strategy and approach
I led the diagnosis and design of the buy flow, auditing existing forms and plan variations to identify where customers disengaged or lost confidence.
We drew inspiration from e-commerce patterns to reduce learning effort, then structured our approach around three key areas: purchase flow design, customer decision drivers, and a modular content system.
Working with product marketing and product owners, I aligned on a step-by-step commitment building pattern that prioritised core plan selections before add-ons, balancing customer clarity with business needs.
Purchase flow design
We standardised the purchase flow into 6 steps following patterns from major e-commerce experiences like Apple and Amazon: compare, personalise, then commit.
Validation: Usability testing with 5 participants showed the step-by-step structure felt intuitive with 100% completion without assistance.
For a high-commitment service like broadband (24 months), customers preferred a detailed flow that built confidence over a quick checkout.
Outcome: This flow now handles all plan types through one template—reducing 100+ online forms to 1 unified buy flow. Product marketing teams now use this template for all plan launches, eliminating the need for custom development work.
A clear flow wasn't enough. Customers also needed to understand why one plan fit their needs better than another.
Customer decision drivers
Our hypothesis was validated: customers considered their usage needs—work, entertainment, family size—as well as tangible attributes like speed, coverage, and price.
Usability testing revealed that how we communicated these attributes determined whether customers understood the value. They needed to see how they'd use the internet daily, not just what was included.
Validation: 4/5 of participants relied on the usage-centric descriptions to guide their decision. The remaining participant was a savvy user who focused on specific technical specifications to make a decision.
Refinement: Customers were looking for details that match their needs for: context of use, service reliability and value (price vs features). In the original design, we prioritised brevity in order to reduce cognitive load.
With the findings, we added more content directly addressing customer decision drivers in a way comparable across plans as seen in the visual above.
To deliver consistent, decision-focused content across all plan types, we built a flexible content architecture.
Modular content system
With plans ranging from basic broadband to bundles with entertainment subscriptions and lifestyle devices, we needed a system that could adapt without rebuilding the entire flow each time.
The modular content system allows each plan to mix and match content blocks—router selection, included subscriptions, plan exclusives—while maintaining the same purchase journey structure. Product marketing can now launch new plans without creating custom forms.
This system continues to support new plan configurations as the business evolves, from new entertainment partnerships to emerging technology bundles.
Project snapshots
What I'd do differently
Prioritise recommendations when speaking with stakeholders
One key finding was around how broadband plans were described. Traditionally, plans focused on what they included, but our testing showed that a different content angle resonated better with customers.
However, implementation depended on the product marketing team. Because the change was significant, full buy-in was challenging. If I were to do it again, I’d prioritise smaller, incremental changes to build confidence with them over time.
Keep asking questions, especially at the start
New discoveries and use cases kept surfacing even after design reviews by involved stakeholders. At times, I relied on the business product owner to confirm that all parts of the product construct were covered.
In hindsight, we would have benefited from mapping the full business construct to the design early on, and exhaustively testing it at the wireframe stage with thorough walkthroughs.