The problem

Broadband fibre packages were not being presented in a way that felt clear, memorable, or easy to compare. Existing research and customer feedback highlighted the need to simplify how information was structured, allowing users to understand key differences between plans more quickly and with less effort.

The solution

I explored multiple design directions to simplify the information hierarchy and improve scanability at a glance. Working closely with Brand, Product and Marketing, I reduced secondary detail, prioritised the most relevant information, and introduced subtle visual cues to better communicate the suitability of each plan.

The outcome

The final pricing cards are slimmer, clearer, and easier to compare. Speed remains the primary differentiator, as it is more immediately meaningful than the package name, while price, discount, and contract duration are presented with greater clarity.

The design brought together learnings from earlier iterations and stakeholder feedback, resulting in a more focused and consistent presentation across touchpoints. Following initial testing, the new cards were introduced in August 2019.

Key improvements

• Leads with package speed as the most intuitive differentiator
• Clarifies price, discount, and duration in a more scannable layout
• Uses concise text and icons to reinforce plan suitability
• Reduces visual and cognitive load when comparing options
• Adapts to mobile through a simple carousel pattern