Overview
Frontier's Deals page was a key entry point to fiber sales, but its promotional content wasn't making the most valuable offers easy enough to identify. The business needed to improve offer visibility and strengthen the path from discovery to purchase.
I led UX design for a research-driven refresh, using usability testing, competitive analysis, and performance data to inform how offers were prioritized and presented.
The challenge
The challenge was to make high-value promotions immediately clear without overwhelming customers with competing messages.
Key challenges:
- Prioritize the most relevant offers within the initial viewport.
- Establish a clearer visual hierarchy across promotions and supporting content.
- Distinguish monetary savings from ancillary benefits.
- Improve the transition from offer discovery to the purchase flow.
Iteration
Final
Research & discovery
I combined qualitative research, competitive benchmarking, and performance analysis to understand how customers evaluated offers and where the page could better support purchasing decisions.
- Usability testing: Interviewed more than 20 participants through UserTesting and evaluated iterative designs.
- Competitive benchmarking: Reviewed five major telecom brands to identify patterns in promotional content and offer presentation.
- Performance analysis: Monitored page interaction and post-launch metrics.
- Stakeholder collaboration: Aligned design decisions with business priorities and implementation needs.
The solution
A deals experience that followed three principles:
Prioritize high-value offers
Placed key fiber promotions prominently so customers could identify relevant savings with less effort.
Use imagery informed by testing
Applied lifestyle imagery based on A/B testing that indicated stronger customer engagement.
Focus on fiber conversion
Prioritized fiber offers over ancillary third-party promotions to keep the page focused on its primary business objective.
Impact & takeaways
The redesigned Deals experience improved engagement with Frontier's purchase journey and delivered measurable business gains.
- +18% cart traffic
- +10% fiber sales
- -5% bounce rate
The results reinforced the importance of clear offer hierarchy, evidence-based content decisions, and a focused path to conversion.