Two iPhones suspended in the air with the myFrontier app open

Frontier Communications

From a web refresh to a customer loyalty app, growing a recovering brand

Frontier Communications is a regional ISP competing with national fiber providers like Verizon Fios. After a difficult stretch during the pandemic, the company sought to refresh its brand and rebuild trust with customers. Our team at Razorfish won the initial pitch to redesign Frontier’s website—work that led to becoming their digital agency of record. We later expanded the engagement to overhaul the MyFrontier mobile app.

Role

Executive Experience Design Director
Focus

UX, conversion journey, loyalty experience, mobile app
Duration

16-weeks

Responsive Web Site

Turning a Brand Refresh Into a Customer Experience Shift

With its comeback, Frontier wanted lean heavily into being the challenger and innovator ISP.

Frontier had a refreshed brand identity—but needed to understand what it meant for customers. Satisfaction scores were low, and users didn’t feel confident in the service or support. The UX challenge was to translate Frontier’s “comeback” positioning into a clearer, more transparent experience that could re-earn trust.

Educate, then Convert

Frontier’s previous site pushed conversion too early. We reframed the journey to pull customers in—informing them first, then inviting them into the purchase flow once trust and value were established.

Tailor Messaging to the Right Audiences

Unlike national providers, Frontier couldn’t rely on broad, mass-market messaging. We identified smaller, high-value audience groups that could be won over with more direct, product-led messaging.

Strengthen the Post-Conversion Journey

A major pain point: poor support after signup. We ensured the web experience clearly surfaced help, onboarding, and troubleshooting resources, laying the foundation for an improved retention journey.

User Journey

We delivered a complete set of UX artifacts, including:

Three distinct user journey frameworks
A scalable web architecture aligned with future-state growth
Mobile, responsive web, and desktop designs

The solutions established a unified digital experience strategy and shaped Frontier’s long-term customer experience ecosystem.

User Journey

One of three primary conversion audiences

Information Architecture

A simple foundation that has an extensible future

What We Delivered

Mobile

A row of 3 iPhones displaying the Frontier Communications website (Home page)

A row of 3 iPhones displaying the Frontier Communications website (Product detail page)

A row of 3 iPhones displaying the Frontier Communications website (Frontier Secure Page)

A row of 3 iPhones displaying the Frontier Communications website (Cable-free entertainment page)

A row of 3 iPhones displaying the Frontier Communications website (2 Gig Fiber Internet page)

Desktop

Desktop web site for Frontier Communications (Frontier Secure Page)

Desktop web site for Frontier Communications (Cable-free entertainment page)

Desktop web site for Frontier Communications (2 Gig internet page)

App Solution

Standing up a bespoke retention platform exclusive to subscribers

The web work demonstrated how effective a partner my team was in standing up an impactful customer experience. We were awarded the opportunity to overhaul Frontier’s customer retention app.

MyFrontier existed as an oft-forgotten part of the brand’s digital and customer retention experience.

Through the strategy and web work, we painted a clear picture that recuperating the brand needed to go much further than winning new customers. Celebrating existing customers and giving them the support they needed, on demand, could be easily achieved through a better mobile touchpoint.

A row of 3 screens of the MyFrontier app

A row 3 screens of the MyFrontier mobile app