LUMOS
Redesigned the website to simplify plan comparison and improve clarity
Web, Mobile Web
2023 - 2024
Challenge
A midsize fiber internet provider aimed to expand its customer base through a modern, cohesive digital experience.
Goal
The goal was to drive a new customer sign-ups by making plan selection simple, transparent, and trustworthy.
Discovery
Lumos' Current Site & Content Audit
The current site lacked clarity around product offerings, had an unengaging homepage, and distractions within their current purchase flow that made conversion harder.
Competitive Fiber Site Audit
Some key gaps in fiber websites included complex plan comparisons, minimal fiber education, and speed tests that lacked clarity or actionable next steps
User Research
We interviewed 12 participants to understand how they choose their internet provider. Participants took us through their experience from discovering a brand, deciding on a provider, and their continuous use of the service.
Amanda
from user interview, Age 42
Themes
From the findings of discovery and research, we landed on these insights that shaped our product principles and grounded the design in real user needs:
Design Execution
Information Architecture & Navigation
We built the site architecture based on users' mental models and task flows, moving plan comparisons and educational content earlier in the journey. This helped users navigate confidently, without getting lost in technical language.
Wireframes & Design
I created low-fidelity wireframes to define layout and content hierarchy. These evolved into high-fidelity mockups which focused on 'Transparency builds trust' principle. These were clear, simplified plan comparison, and clear next steps with CTAs, and digestible information chunks. turning the strategy into tangible experience.
Tone, Language & Content Strategy
To build user confidence, we used plain, friendly language and avoided tech jargon. Instead of "500 Mbps," we lead with relatable outcomes like "Stream Netflix on 5 devices." This helped users feel informed, especially those who are new to fiber.
Final Experience
The redesigned experience simplified decision making, built user confidence, and guided every type of customer.
Key design features included:
Plan finder tool for tailored recommendations
Speed Test for clear, relatable insights
Checkout flow for transparency and ease
Plan Finder Tool
User research showed that people weren't just comparing numbers. They wanted to know how each plan fit their lifestyle.
We built Plan Finder tool that uses plain language and relatable use cases to translate technical specs into real-life recommendations users can act on with confidence.
Speed Test
Instead of a typical speed test, we built an experience that turned results into a guided story about how fiber can increase your bandwidth and stability. This helped users make sense of their numbers and understand how an upgrade could benefit them.
It enabled users to:
Make informed decisions on their next plan
Learn the difference between upload v. download speeds
See the value of fiber, especially its consistent performance
Check out flow
We reimagined the checkout experience to reduce confusion and support informed decisions at every step. Instead of pushing users through a generic flow, we explained what each step meant, so they know exactly what they're selecting.
Key changes were:
Breaking down installation logistics (e.g., who needs to be home, when, and why)
Providing context around add-ons like voice and battery backup, with transparent pricing
Clarifying tech terms like Mesh Wi-Fi and helping users decide what's right for their needs
Final thoughts
Lumos taught me how clear, trustworthy design drives growth. While we focused on new customers, future opportunities lie in supporting existing users through continued education and engagement.
