FiberOne Broadband

FiberOne is a high-speed broadband service that offers fast internet at low cost. Their app should let users do everything a broadband customer needs: check usage, renew plans, pay bills, and get support, without ever picking up a phone. It didn't.

The existing app had unclear navigation, unlabelled icons, a punishingly long renewal flow, and a customer support path so confusing that users called instead of using it. I redesigned the experience end to end, alongside the marketing website.

1. 0 1

   Navigation was unclear and inconsistent across surfaces.

2. 0 2

   Icons were unlabelled, forcing users to guess at meaning.

3. 0 3

   The renewal process took too many steps for the most-used action.

4. 0 4

   Basic tasks were always difficult, with friction at every turn.

5. 0 5

   Reaching out to customer support was confusing and unguided.

6. 0 6

   Information architecture was fragmented and didn't reflect customer mental models.

1. 0 1

   Fixed a bottom navigation tab with clear icons and labels.

2. 0 2

   Introduced new icons with text labels to eliminate guesswork.

3. 0 3

   Simplified renewal into the minimum number of steps.

4. 0 4

   Redesigned basic tasks to feel simpler, and a little more fun.

5. 0 5

   Made reaching customer service clearer and more human.

6. 0 6

   Restructured information architecture so the app feels predictable.

1. 0 1

   Anchor the experience with clear navigation

   Implemented a fixed bottom navigation with labels so the app felt predictable, with confident movement between billing, support, and account.

2. 0 2

   Turn renewal into a visible goal

   Moved plan renewal onto the home screen as a dedicated flow, making the task obvious and reducing the steps needed to complete it.

3. 0 3

   Make support feel human and accessible

   Redesigned customer care wording and flow so users felt supported rather than lost, turning support into a usable product feature, not a dead end to a phone call.

4. 0 4

   One product, every surface

   Redesigned the marketing website alongside the mobile app to share visual language, copy voice, and information architecture.

1. 0 1

   Listing the problems is half the work

   I started by writing every single thing wrong with the existing app. The act of enumeration surfaces patterns you can't see when issues stay in your head. I now do this for every product I inherit.

2. 0 2

   The most-used flow deserves the most attention

   Subscriptions and renewals are the boring, repeated, every-month task. They are also the highest-stakes UX moments in a broadband product. The hierarchy of attention should match the hierarchy of use.

3. 0 3

   Tone is a feature

   'Talk to one of our customer care agents' isn't decoration. It's the difference between a user trying the path and a user calling support. Microcopy is a product decision.