BRIDGHTSPEED

Business Solutions: Wholesale & Enterprise Product Pages Redesign | 6 weeks

Role: UXUI Designer | Visual Designer

UX Team: 3 designers, design lead, 2 content writers, project manager

Tools: Figma | Mural | Adobe Illustrator | Adobe photoshop

BRIDGHTSPEED STORY

Brightspeed is the nation's fifth largest ILEC worth 7.5 billion USD. Their goal is to grow the fiber optics network to reach 1 million new connections by 2023. As a spin-off of Lumen and CenturyLink, it serves 6.5 million locations in rural and suburban areas. Brightspeed offers fiber-based telecom solutions for B2C and B2B markets in the southeast, southwest, and great lakes regions.

Problem

After Apollo Global Management's acquisition of Brightspeed from Lumen Technologies in November 2021, the website experience became fragmented as the inconsistent branding with Lumen and CenturyLink webpages that were now Brightspeed’s assets. The poor navigation and low rated business solution product pages resulted in a significant drop-off of existing users and client attrition. The organization has been impacted by the loss of existing users and the decline in client retention since the acquisition.

Solution

CGI's HCx team was assigned to manage the relationship with Brightspeed clients and support the migration of cloned pages from Lumen to Brightspeed. As part of this process, we took the opportunity to improve the Brightspeed Business experience by redesigning their existing and new landing pages and product pages using Adobe Experience Manager (AEM). Our aim was to enhance the overall user experience and ensure a seamless transition for clients during the migration.

The org's focus was on increasing customer acquisition while reducing customer attrition through improved CX with the launch of new products.

My Contribution

My role as a product designer was day 2 migration of enterprise and wholesale product pages from Lumen’s old layout into newly created visual design incorporating the UX strategy to make the technical text heavy content easily readable blocks of information that offers great customer experience. The two main goals to achieve the success in second phase of design were:

  • Creating new intuitive layout design and visual content, images component and custom iconography.

  • Partnering with the senior product designer to move the design system from Sketch to Figma. Creating new design system in Figma with 28 fully responsive components consisting of three breakpoints desktop, tablet and mobile to help with Day 2 design effort.

  • My expertise in Figma helped to significantly speeded up the migration of our design system and wireframes from Sketch files to figma. I introduced variations to our components in figma which accelerated our ability to design pages within figma.

Design System: Version 2.0


Worked along with the senior product designer to migrate design system from sketch to Figma and create the design system component library on Figma following the branding guidelines and new design system. More than 28 new components were designed to bring alive the new look of Brightspeed. These componenst were handed over to devs to build as AEM web components.

Process

We conducted sprints to redesign the Business landing page, followed by product pages. Tasks were broken down into small stories on Jira and assigned to designers, writers, and developers. Each two-week sprint included four working sessions. We delivered data-backed solutions, incorporated feedback, and balanced client preferences with business goals and user needs

Working sessions on Mural

Details of working session

High fidelity prototype

While we were on the working session, we developed mid to high-fidelity prototypes to gather iterative feedback. Later, we created pixel-perfect hi-fidelity prototypes based on the insights gained from the fourth working session of each iteration.

The wireframes for product pages were in three sizes, desktop, tablet, and mobile. The desktop and mobile versions were more frequently used based on device choice of the end user. The final design was then marked for development and we worked with the dev team to discuss the design breakpoints, provided assets and answered all their questions.

Desktop 1366px

Tablet 768px

Mobile 375px

Results

Wholesale and Enterprise Product pages

Wholesale product pages were priority after the business and support page were up. Many components were reused from our Business Solutions landing page. We expect these pages to change in the future as the products change, and we develop more resources and support information around these products. We transformed the Lumen page into Bridghtspeed web experience which resulted user gain and retention thus accelerating business growth.

The components and branding which included few of the new components as shown below the components used were header, breadcrumbs, links, product image and text , headings, table, accordion, new icons, image, cards, contact form and footer along with effective UX writing.

The newly implemented design of the wholesale business product pages on the Brightspeed website resulted in 18.75% increase in page views according to the data collected from google analytics

Lumen’s Design

Redesign: After Day 2 design was implemented on new components

Lumen’s Design: Wholesale Product page/Voice Services

Redesign of Wholesale product page/ Voice Serive/Switched Access Service

After Day 2 design was implemented on new components

Conclusion

The Brightspeed engagement was highly successful project, earning many applauds from both Brightspeed and CGI. Our effective planning and execution saved time and resources, resulting in exceptional design delivery and deepening business relationship between the two companies.


The collaboration and outstanding results have further solidified our reputation as a reliable and proficient design team, earning the respect and appreciation of both clients and colleagues.

The google analytics data shows decline in bounce rate between day 1 and day 2 project phases.

The primary challenge we faced was effectively communicating our value proposition to higher-level stakeholders at Brightspeed. While we successfully engaged clients and demonstrated our worth as a valuable partner for their companies, we encountered limitations in establishing strong connections with the consumer side of the business. The applaud I received from Brightspeed clients is below.

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Feedback

Feedback from CGI’s Design Lead on Brightspeed project.

Thank you for your help on the Brightspeed Business engagement in 2023! Your expertise in tools such as Figma and your skills in visual design helped the team successfully migrate our sketch assets into Figma as well as provide our clients with designs for new iconography and visual content that we plan to use throughout the "2.0" design system and product pages on Brightspeed.com. As a team, we want to thank you for your efforts and let you know how much we respect your knowledge and expertise on the team.”

Feedback from Brightspeed’s client team.

Shout out to Verma, Shefali on her "A+" grade from our client Bridghtspeed today for icon designs  and awesome work on the enterprise and wholesale product page redesign.

Kudos to the entire HCx design team.....you all are making the site look SO much better, one page at a time.