Affordable Connectivity Program Flow

Overview

New and existing Frontier customers can participate in the Affordable Connectivity Program (ACP). Which is a government program that provides a monthly credit low-income internet customers. There was a similar government program that was ending: EBB, and the ACP would take it's place.

Problem

Users have to be within Frontier's serviceable footprint and also be approved to receive the monthly ACP credits. In order to get approved users are directed to another website to apply. Once they return to Frontier's website, there is not a way to purchase internet with the ACP credits online due to technical restrictions. They either have to call Frontier or submit a form to have Frontier contact them.

Product development life cycle

Brainstorm

Get to know your audience's pain points and generate ideas to solve the problems

EBB/ACP user flow

User research on existing site

User testing was performed on the existing Emergency Benefit Broadband (EBB) program flow, the program that superseded the ACP. Testing can be used from the EBB flow since the two programs are almost identical, the main difference is the amount of the monthly internet credit. An unmoderated benchmarking test and click tests were performed with 50 participants.

Based on the following websites, rank which ones gave the best overview of the EBB program?

On each site, rank how confident you are that you found the button or link to see if you qualify for the EBB program?

"There was no clear link telling me how to see if I qualify."

"There is not much information I could get on the internet plans with EBB."

"I felt like I would need much longer to read the page through the details and it is not user friendly."

Rank how important is it to you to see the following items on a company’s ACP information page?

EBB customer journey and call center data

EBB flow has a very low completion rate; only 10% of visitors on the EBB landing page go on to the serviceability check.
Customers are calling in before they are approved for the EBB program; call center employees are walking them through applying with the government application
Clicks are not focused in one area, but are all over the page

Pain points

The process in order to get approved and then purchase a plan through Frontier is unclear
Being directed outside of the Frontier site can cause a lot of users to leave permanently
Internet plan information is vague
The program overview on Frontier's site is unclear
Eligibility requirements are unclear

Insights

A step process should be clearly outlined
Language on page needs to be concise and informative to assist user through this process, especially as the program transitions from EBB to ACP
Ability to view a plan shopping page
Include eligibility requirements on the page and even include a link to full list of requirements

Solution

Update flow on the Frontier website that explains the process and helps walk the user through checking ACP eligibility, applying for the ACP, and shopping on Frontier's site for an internet plan.

Define

Goals, scope, and users: who are they and what are their problems?

Goal

Customers should understand the new government program, be able to apply, and purchase internet through Frontier

Personas

Based on Qualtrics browsing data, we're able to focus on the main users of the buy flow process. This focused persona makes up most of the audience.

User Journey's

Based on usability testing, customer feedback, surveys, and click data, we were able to create their journey's to emphasize their pain points

Scope

Update EBB page to the ACP, following Frontier's new brand guide, and create and add a brief internet page to the flow.

Design

Create wireframes and prototype the design

Re-designed ACP user flow

Low fidelity wireframes

Mid fidelity wireframes

High Fidelity Wireframes

Test

With users and internal stakeholders to eliminate friction

User research on existing site

To benchmark the prototype, the same test that was performed earlier was performed again with the updated flow. An unmoderated benchmarking test and click tests were performed with 50 participants.

Based on the following websites, rank which ones gave the best overview of the EBB program?

On each site, rank how confident you are that you found the button or link to see if you qualify for the EBB program?

"I do think the giant ACP header at the top made it so there was less information I could view initially."

"Everything was explained well and the page was very informative. There was nothing unclear at that stage."

"Not clear what to do for existing customers, do they have to select a plan? What if they already have one?"

Testing overview

Frontier's benchmarking scores improved immensely, and overall test participants had positive things to say. However, there was still room for improvement, and we wanted Frontier's score to be above its competitors.

Pain points

General understanding of the program was lacking
Existing customers were left in the dark
Language in parts was little confusing

Insights

Put overview of program in the hero; both competitors that did this scored higher for program understanding
Add information for existing customers
Rework language and make sure CTA's are clear