Fibrus
Up and coming broadband provider
Fibrus is a up and coming broadband provider based in Northern Ireland that needed their current system redesigned and replatformed, this included the website and online portal for customers. The existing sign-up process was functional but clunky and vague for users, causing excessive calls to the sales support team.
Existing customers also required an enhanced online portal to update account details, check order statuses, upgrade packages, check bills and connection health.
Reduced calls to sales support
Project Goals and Objectives
1. Improve the user sign up process
2. Reduce the drop-off rate on the sign up process
3. Reduce calls to sales support team.
4. Increase sign-ups
5. Reduces calls to technical support team
Solution
User sign-up
The check Postcode feature is critical to the user journey and is prominent it the header and hero sections. The journey through the package builder and ordering was extensively worked on with a strong focus on competitor analysis, as these systems have been in place for a number of years.
There was a lot of discovery work with focus on user personas, journey maps, competitor analysis, information architecture and user journey flows, for both new and existing customers.
Signup cart process improvements
From the abandon cart statistics, it was clear that a majority of the drop-off appears to be on the Customer Details page, with around 52-54% dropping off from this page. From the analysis of competitors websites and the Fibrus site, there where areas that where improved on.
1. Simplified header and footer to reduce distractions and focus attention on key content.
2. Show/hide functionality for optional details (like add-ons), helping customers make clearer package decisions.
3. Customised loading animation to create a more engaging user experience during wait times.
4. Clearer section headings and consistent form styling, including standardised tick/click boxes and tooltips for guidance.
5. Real-time field validation with tick confirmations and clear error messages to support smooth form completion.
6. Stripped-back summary panel for a cleaner review experience before submission.
7. Refinements to interface elements, such as removing the Privacy Policy button, reconsidering plus/minus controls, reskinning the chat icon, and removing the alternative phone number field for simplicity.
8. Softer, user-friendly language (e.g., “Verify and Join”) and features like “In-contract? Remind Me” to support customer retention and ease conversions.
New customer portal
The new customer portal provides a streamlined, all-in-one hub for managing services. Customers can easily switch between multiple accounts, whether personal or business. From viewing account details and tracking orders to checking package plans, reviewing bills, and using the connection checker to monitor service performance.
Outcomes
The redesign successfully streamlined the customer journey and key processes. The improved sign-up user flow made it easier for customers to register and get started, helping to reduce drop-off rates during sign-up. By presenting clearer information and guiding users more effectively, the site redesign also reduced calls to both the sales and technical support teams, as customers found it easier to self-serve.
Overall, the changes led to a noticeable increase in online sign-ups, supporting Fibrus’s goal of driving customer growth through a more intuitive and efficient website experience.
