2019
E2E Journey | UX Design | Usertesting
Broadband Experience
Simplifying broadband buy journeys for personal and business customers
Situation
In 2019, Spark aimed to boost broadband sales through its digital channels. The company had recently updated its product propositions and plan names, shifting focus towards wireless broadband to increase revenue. The overarching goal was to revolutionise the online broadband journey, enhance sales, and streamline the house-moving process, ultimately reducing call centre volumes by promoting a self-service approach
My role
As the UX designer embedded in the Broadband tribe, I worked alongside a service designer and collaborated with squads across Wireless, Fibre, Copper, and Billing. My responsibilities included:
Leading discovery research.
Mapping pain points and journeys using Spark’s JUCCI framework.
Creating personas and scenarios.
Prototyping and testing solutions.
Delivering a simplified, user-friendly digital journey.
Problem Statement
The existing broadband buying experience was underperforming:
Customers abandoned the process due to its complexity.
The mix of moving house and buying new connections caused confusion.
Self-service steps for existing customers made things harder for new ones.
Only a fraction of potential customers completed their orders online.
Spark needed a redesigned journey that was simpler, faster, and worked for both new and existing customers—one that aligned with the new business priorities while reducing the load on the call centre.
Process
Following a double diamond approach, our process included Discovery, Define, Deliver, and Learn.
Discovery
We started by understanding what wasn’t working in the current experience.
Methods used:
User interviews: 10 participants (existing customers and prospects) to understand behaviours and expectations.
Analytics & support data: Reviewed drop-off rates, session recordings, and common support queries.
Call listening: Many customers who called had already tried and failed to complete the online journey.
Persona development: Created 4 key personas highlighting motivations and challenges (e.g., new movers, price-conscious shoppers).
Key findings:
Customers couldn’t easily compare or understand plans.
The experience felt long and unclear—users weren’t sure what to expect next.
Address entry came too late in the flow, meaning plan availability would change mid-journey.
The blending of “move house” and “buy new” journeys confused users with unnecessary steps.
Journey framework
Spark has developed an exceptional customer experience framework called the JUCCI framework to understand the customer life cycle. JUCCI breaks down the customer journey into five stages: Join, Use, Change, Care, and Involve. It employs three detailed 'zoom levels' - JUCCI view, a sub-journey view, and journeys (flows).
This structured approach allows us to understand where customers are on their journey and tailor our solutions to meet their evolving needs. We use JUCCI to identify opportunities and solutions, creating a unified and customer-centric system. By strategically mapping the customer journey using JUCCI, we better understand specific pain points, and this allows us to provide precise solutions and enhance the overall customer experience.
Mapping insights to the framework
After researching and analysing our findings, we organised everything into the JUCCI framework. We grouped information to see common themes - sorting pieces of a puzzle to understand the bigger picture. This process helps us identify patterns and create solutions to address common themes in the customer journey.
Identified Pain Points
In the last two months, 73,834 new customers started only 619 made it to the end.
Ordering a new connection and moving house was in the same journey, making the overall experience complicated.
Too many steps to understand the price and plans.
Trying to integrate existing customers' self-service steps into the new buying journey increased the complexity for new customers
Irrelevant and poor grouping of information and choices made the pages too long and complex
Displaying plans before verifying the address caused issues as plans do change after verification.
Customers were looking for "unlimited" broadband or "high-speed fibre broadband" - a mismatch between customer expectations and the names of the plans on offer.
Business wants to push Wireless as the first choice and customers are unfamiliar with the technology details we were trying to communicate.
Not displaying price and technology details until sign-up or sign-in results in many drop-outs.
Business has changed the plan name to “Unplan”. which confused customers, affecting their comprehension and decision-making.
Other problems
Define
Using Spark’s JUCCI framework—Join, Use, Change, Care, Involve—we mapped user needs and frustrations to each stage of the journey.
We prioritised the Join stage and broke down the top barriers:
Clarity: Plans were shown before confirming availability.
Choice overload: Too many steps and information upfront.
Personalisation: Self-service options meant for existing customers confused new buyers.
Trust: New plan names weren’t clear to users.
Simplifying the journey
Started drafting user flows and simplified the customer path,I separated the ‘Move house’ journey from the ‘new broadband connection’ journey.
User flows - New buy process and move house
Prioritisation
Decisions made…
Show prices and plans immediately after the customer provides the minimum details.
Put the registration flow after the cart (where the customer decides on the plan, price and technology).
Instead of pushing technology decisions to the customer, we gave options based on usage, benefits and convenience.
Deliver
We prototyped and tested simplified experiences tailored to distinct user journeys:
Split paths early: Users selected whether they were new, moving house, or existing customers.
Address first: Moved address input to the start to show relevant plans only.
Content grouping: Reorganised steps into logical sections with visual clarity and helpful tooltips.
Plan transparency: Displayed upfront costs and contract terms more clearly.
We ran usability testing on interactive Figma prototypes with target users, capturing feedback and iterating on unclear steps.
Split journeys based on intent
I redesigned the entry point by asking users if they were joining Spark, moving house, or changing plans. This helped create focused flows for each use case instead of forcing everyone through a single, complex journey.
Address first, then plans
I shifted the address input to the beginning so users only saw plans available at their location. This avoided confusion and disappointment later in the journey.
Simplified plan selection
I cleaned up the plan cards to show only what mattered—speed, data, contract, and price—paired with info icons to explain technical terms in plain language.
Step-by-step journey design
I introduced a clear, progressive screen-by-screen flow. Each step focused on a single action, improving usability and keeping users from feeling overwhelmed—especially on mobile.
Designed for edge cases
I accounted for tricky scenarios like unavailable addresses, wireless fallback, BYO modem options, and users switching paths mid-journey. I designed helpful error states and fallback logic for each.
Prioritisation of pain points can be address immediately
Feasibility discussions
Outcome
The redesigned experience aimed to:
Decrease abandonment by removing unnecessary friction.
Improve customer confidence by showing accurate plans upfront.
Increase digital conversion rates.
Free up contact centre capacity by reducing common queries.
While post-launch data was still being gathered, early feedback from internal teams and usability sessions showed a marked improvement in clarity and flow.
Learning
This project reinforced the importance of:
Clarity over cleverness: Plan names and steps need to be obvious, not branded.
Early filtering: Understanding user intent early prevents unnecessary complexity.
Stakeholder alignment: Working across squads (billing, network, product) was key to cohesive changes.
Frameworks like JUCCI: Helped us frame the customer journey across service and product design, not just screen-by-screen.
Glimpses of backlog prioritisation