Bolignet is a telecommunications company based in Denmark that specializes, among other things, in providing fiber network packages to customers. The company offers a range of packages with different speeds and prices, allowing customers to choose the package that best suits their needs. The company's mission is to provide reliable, high-speed internet access to homes and businesses across Denmark.

The objective of this project was solving the high drop-off rate at the second step of the flow. This step, referred to as the "Package Selection" step, occurs after the user inputs their address and is determined to be eligible for fiber internet service.

On this page, users are presented with a list of available packages, along with a form that must be filled out to continue with the purchasing process. The form includes fields for the user's name, email, phone number, a checkbox to indicate if they are a company, a field to choose the start date of the service (“As soon as possible” or input a desired date) and a comment section. The "Continue" button then takes the user to the next step.

However, it was observed that a high percentage of users were dropping off at this step, indicating that there was an issue with the user experience at this point in the flow.

In order to understand and address the high drop-off rate at the "Package Selection" step, I took an approach that involved gathering insights from both user research and industry experts. One of the key insights I gathered was that many users were only checking if their address was eligible for fiber internet service, rather than actually wanting to purchase a package from Bolignet. This could be due to a lack of understanding or knowledge about the service, or the possibility that users were comparison shopping with competitors.

To gain a deeper understanding of the user, I had a conversation with a friend who works for a company that provides similar services. His input was extremely valuable as he explained that for the average user, internet speeds and technical terms can be confusing and overwhelming. Instead, users are more interested in understanding the differences between different packages in terms of quality and price. Additionally, he shared that people who are not knowledgeable about internet services, such as seniors, often seek advice from people they know personally.

Based on these insights, I focused on providing additional information to users that would help them make more informed decisions. One of the ideas I came up with was to include a line that stated the average internet speed in Danish homes, which would give users a better sense of where the packages offered by Bolignet fit on a wider scale. I also thought of adding information on the number of subscriptions to a certain package in a certain area, which would give users a sense of what their neighbors are doing.

In addition to providing more information, I also focused on simplifying the user experience of the entire flow. I added a progress steps UI component, which helps users understand where they were in the process and what to expect next. I also redesigned the input form for better usability and made a few more design changes to improve the overall flow.

The redesign project aimed to reduce the high drop-off rate by providing users with more information and simplifying the user experience.

While the client implemented some of the suggestions, the redesign project is not, currently, fully implemented. However, the client acknowledged the value of the proposed changes and their potential impact on the user experience and decision-making process.

This case study serves as a reminder of the importance of user research and testing in redesign projects and the potential impact it can have on the user experience.