Standing up a challenger brand’s comeback.
The Ask
Stand up Frontier Communications’ web and app ecosystem, delivering best-in-class customer experience with a renewed sense of brand purpose.
Synopsis
A challenger brand (no, not the airline), Frontier Communications provides connectivity products that rival nationwide brands, like Verizon FiOS.
After a bankruptcy filing coinciding with the beginning of the COVID pandemic and a new CEO, Frontier had the opportunity to re-structure its offerings, practices and brand. My team at Razorfish led the charge with new digital experiences for web and mobile.
Project Type (2)
Marketing Website
Customer Native App
Company
Frontier Communications
Industry
Telecommunications
ISP
Platform (2)
Web
Native
Role
SVP, Executive Creative Director, Experience Design
My Methodology
Inputs, exploration, outputs, results. Case studies tell the story of that journey. But, there’s a foundation for my creativity. Methodology, toolkits, motivations, focuses.
Properly setting expectations
When a U.S. customer considers a fiber optic network, Frontier is likely not the first service that comes to mind. They are a challenger brand to the massive gorilla in the space. They are also a challenger brand other aspects: One, in that ISPs are exceptionally low ranked in customer satisfaction, and, in this category Frontier was no exception. And Two, their prices are not competitive with Verizon’s FiOS.
As part of their restructure and rebrand, they wanted to focus on a few key areas and bring those to life on their site:
Bringing the new brand to life
Speak directly to *their* audiences
Distill conversion opportunities into customer success and support
Diagnosing a number of issues
Then, through discovery and analysis, we identified how customer opportunities were lost throughout their user journey.
Embrace the new brand guidelines, delivered by Havas
Previous customer-facing comms were too universal, whereas Frontier served limited communities…
New Customers pushed to convert before being fully informed
Grow beyond the visual brand, to stand up not only the .com experience, but an app that activates greater engagement
…likewise, previous comms failed to meet the promise of competitive fiber and data products
Distill conversion opportunities into customer success and support
Plotting User Journeys
Coming out of discovery, the first step for our UX team was to analyze everything we could about the use cases and personas (delivered by Frontier) into detailed user journeys.
Getting Organized
Post-strategy, we began to organize our new web experience.
What we delivered
MyFrontier app
