Frontier Serviceability Flow

Overview

Frontier's business website relied on a third-party serviceability flow to determine whether customers could access fiber internet. When that partnership ended, we needed to deliver a replacement experience within a tight deadline, without disrupting a critical path to revenue.

I led UX design for a streamlined, research-informed experience that simplified address validation, reduced unnecessary friction, and helped eligible customers move toward purchase.

The challenge

The challenge was to replace a business-critical customer journey under a fixed deadline while balancing conversion goals, usability, and development constraints.

Key challenges:

• Simplify the existing multi-step experience.
• Minimize friction between checking availability and purchasing fiber.
• Determine the right balance between lead qualification and a low-friction journey.
• Deliver a validated MVP before the existing vendor contract expired.

Research & discovery

I mapped the existing customer journey to identify unnecessary steps and opportunities to simplify the experience. I then partnered with stakeholders and used prototype testing to evaluate alternative approaches to lead capture before aligning on an MVP.

• Journey mapping: Identified friction and simplified the end-to-end flow.
• Prototype validation: Evaluated alternative approaches to collecting customer information.
• Stakeholder alignment: Balanced user needs, business requirements, and development timelines.

The solution

I designed a streamlined serviceability experience that guides customers through address entry and validation, then routes them to the appropriate next step based on fiber availability.

The approach prioritized a clear decision path, reduced unnecessary complexity, and supported a timely launch without sacrificing the opportunity to convert eligible customers.

Impact & takeaways

The redesigned experience delivered measurable improvements across the customer journey and business performance.

• +15% fiber sales
• +15% click-through rate
• 6.5x engagement

The project reinforced the value of simplifying critical customer journeys, validating tradeoffs early, and aligning the MVP with both user needs and business constraints.