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Freedom Home Internet

Want to see the results before reading?

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After years of competing against the big three in Canada’s telecommunications monopoly, Freedom was ready to break through the final frontier by launching a Home Internet and Cable TV product. However, communicating a range of necessary conditions to potential customers without deterring them from signing up would be a challenge.

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How might we... generate awareness and drive conversions for this new product while presenting any stipulations in a way that feels approachable?

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Who were we designing this for?

  • Existing Freedom customers: Users must have a mobile plan in order to sign up for Home Internet.

  • New customers looking to switch their mobile plan.

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The Team

Me! (UI/UX Designer)

Product Owner

Quebecor internal agency (Qolab)

Marketing Manager

My Responsibilities

As a UI/UX designer, my role was to:

01.

Create introductory wireframes for stakeholder reviews and agency viewing

02.

Build pages in Contentful CMS environment.

03.

Research, test and iterate web experience.

04.

Lead QA of staging environment with stakeholders.

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Scope & Constraints

  • This project required the creation of multiple pages and integration with a simultaneous redesign of the navigation menu.
     

  • Midway through execution, localization capabilities were introduced, adding complexity.
     

  • There was no established process for research, testing, or wireframing, resulting in stakeholder reviews devolving into a series of conflicting opinions.

The Process

The Wireframe Stage

Previously, we would build our campaign pages directly in the staging environment. However, given the complexity of this project, I decided to create high-fidelity wireframes in Figma for each stakeholder review. Only once the final structure was approved did I move the layouts into Contentful. This approach also allowed our internal agency, which didn’t have access to the staging environment, to easily review the pages and plan the necessary assets needed for delivery.

The "Research and Test" Stage

During wireframe reviews, conflicting opinions often emerged about the best approach to solving various problems. To help determine the most effective direction, I used Lyssna to conduct a range of tests, gathering data on preferences from real Canadians. I then presented these insights in subsequent meetings to inform decision-making.

The Page Build Stage

Once the wireframes were approved, we began building in Contentful. I used our pre-built components to replicate the structure from Figma, then integrated the legally approved copy and finalized artwork provided by the agency.

The Q.A. Stage

Once the pages were ready, staging links were shared with stakeholders for review on both desktop and mobile devices. Feedback was gathered, and any questions were addressed through a dedicated Teams chat.

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Launch!

Reflections

What I learned from this project

  • The internet landscape in Canada is complex.

  • “Let’s test that” is a game changing phrase.

  • Be transparent when something is impossible or out of your control.

  • You never know the full story. Stay curious.

What I would do differently

  • Advocate for more integration with the agency

  • Make value props more engaging

  • Work with devs to build a feature that allows Lottie animations to be uploaded as json code
     

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