The problem

‍Broadband fibre package plans are not very clear nor memorable when presented to users. Previously-conducted research, along with feedback from customers, indicated that there was a need to simplify the way information was displayed on the website.

The solution

‍Simplification is key. I designed different options displaying the most important information in different ways, stepping away from the current brand and then steering back towards it. ​Working closely with marketing and brand I gradually kept the most relevant information, stripped away the more minute details and added small icons to suggest suitability of the different pricing plans.

The outcome

‍The new pricing plan cards are slimmer, easier to read and to understand. They do retain the speed performance number as their main characteristic as this is more immediately understandable than their (new) name.

After initial testing the cards have been introduced for use in August 2019.

The final design incorporated all the learnings from the previous iterations and feedback from internal stakeholders such as Brand, Product and Marketing.

• It leads with the speed of the package, rather than the name
• It states attractive details about the package
• It shows price, discount and duration with clarity
• It uses text and icons to reinforce package suitability
• Mobile version is the same, but cards are on a carousel

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