Challenger ISP LightSpeed Broadband turned to Code to launch a new platform and unique proposition that cut through the noise in a competitive market.
A new ecommerce platform for LightSpeed Broadband
Brief
Launch a new disruptive platform and proposition at pace
Our brief was to launch a new website and digital identity for LightSpeed’s new full-fibre broadband product in the east of England.
In a competitive market often filled with lots of technical jargon and varying products, it can be difficult for broadband customers to understand the best option for them.
With a strong product offering at a great price point, we aimed to strip things right back, keep our language and content simple and help LightSpeed customers check availability in their local areas before going on to purchase.
DAY ZERO WORKSHOP
Understanding objectives, market and customer
We began the process with a day zero workshop to understand business objectives, the market, our audience and how we could help.
The session revealed that the main problems to solve were creating awareness and establishing the brand, educating users about full-fibre and building a customer base.
DESIGN SPRINT
Introducing a new look and feel
Following the day zero, we agreed our focus would be on creating an end-to-end digital service for customers to purchase broadband.
The timelines were ambitious with a launch date just a few months later, so we ran a week-long design sprint ending with user testing to trial our prototypes.
As part of the design sprint, we built our core journey, keeping it simple and to the point with minimal distractions or jargon. We wanted the identity to have a fun and fresh approach, using straight-talking messaging to reflect the heart of the business and its core purpose and values.
Simultaneously, we carried out a qualitative survey across our target market area to validate our proposition and price point.
So that customers could make orders, we leveraged SalesForce and their growing MuleSoft middleware through our C# APIs that we had our thin React Client SPA speak to – with CloudFlare added later for rate throttling.
Proposition
Art Direction
Brand and messaging
Launch
Within just four months, we had designed and built a fully branded platform where customers could visit, find out more about the product and go on to purchase.
“Having a first-rate ecommerce site to support our fast-paced growth plans is a hugely important element of our business and Code has definitely delivered on this.
“They’ve worked closely with us and involved stakeholders throughout the process, ensuring our internal processes marry up with the site’s capabilities. From the discovery and design sprint stages, through to user testing and implementation we’ve felt close to the process and confident in our platform roll out.
“We’re really excited to see the new site go live and to be able to start welcoming our first customers to LightSpeed with a slick digital journey is a great milestone for us.”
Steve Haines
CEO of LightSpeed Broadband
