Increased Sales by 38% in Two Months

Jul 15

Quantum Fiber is a high-speed fiber internet service brand launched by Lumen Technologies, formerly known as CenturyLink. The brand focuses on providing ultra-fast, reliable, and secure internet connections to residential and small business customers.

A well-designed buy flow is critical because it guides users smoothly from initial interest to final purchase, minimizing confusion and drop-offs along the way. By creating a clear and intuitive sequence of steps, you help reduce friction, build trust, and enhance the overall customer experience.

When customers feel informed and confident at every step, they’re more likely to complete a purchase, ultimately boosting customer loyalty and revenue.

In the summer of 2021, I redesigned the Quantum Fiber Customer Buy Flow. In the first two months (after implementation), the conversion rate increased by 38%. The conversion rate increased from 17.3% in November 2021 to 23.9% in January 2022.

During the discovery and synthesis phases, I compiled customer feedback and research, assessed timing requirements, and developed personas. I also identified stakeholders, crafted vision statements, established workflows, and information maps, and conducted both comparative and inspirational analyses, among other key activities. Then I moved into design exploration and design selection.

This story describes how our designs evolved and the decisions we made throughout the process, while also highlighting the broader impact of design thinking at every stage of the project—from the first spark of an idea to rounds of user testing.

Where are we?

Customer Problem

“I need to buy fast internet and I want to be able to accomplish this online, quickly, and easily without having to call.”

Business Opportunity

The new Quantum Brand needs to explain:

Differentiators
Products and EXPANDED offerings
Benefits of Fiber technology

Success Criteria

Will track and establish benchmarks for the top three goals:

XX% Conversation rate
XX# Sales
XX% Attachment rate

Vision Statements

Demonstrate the core tenets of the Quantum brand by being simple, responsive, snappy (fast), engaging, and cutting edge / modern.
Create an experience that conveys Quantum will live up to its promise to customers by being easy to buy, setup, and use, with exceptional support and service.
Empower customers to complete their purchase using the least number of actions (clicks, scrolls, etc.) and the least amount of cognition

New Customer Buy Flow

Buy Flow Evolution

The action area with the main content lives in the middle.
The core page elements like logo, buttons, content containers, and headlines are in a fixed position, consistent from page to page
Subheads, legal, callouts, etc., and other supporting elements are placed in a consistent and designated place to simplify the experience, reduce cognition, ensure ease of use, and increase advancement.