At Google Fiber, we believe everyone deserves fast, reliable, affordable, and open internet access, regardless of their community's size or location.
Today, 92% of consumers buy internet services online, highlighting the need for a smooth user experience. Leading the project, I redesigned Google Fiber's UX and branding for the purchasing journey, which achieved a 14.1% increase in conversion rate. Our focus on usability and digital experience boosted customer satisfaction, conversion rates, and Google Fiber's market position.
Role
Product designer
Duration
2 years
Team
Product manager
Developing team
Bussiness team
Bussiness team
Deliveriables
Stakeholder interview
Competitive analysis
Usability testing
Mockup
Prototypes
Final spec
Problems & Oppurtunities
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An excessive number of steps and decision points in the buying flow leads to increased friction and reduced checkout efficiency.
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Poor usability throughout the buy flow causes user confusion.
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Inconsistent branding undermines trustworthiness.
Goal
How might we strategically enhance customers' online internet purchasing flow to achieve a seamless and intuitive user experience, thereby significantly boosting customer satisfaction and driving a targeted 16.7% increase in overall conversion rates to 30% by 2024 Q1?
Analyzing current flow
Optimizing User Flow to reduce users' cognitive load
The Current Buying Flow: With 10 Steps, Leading to High Dropout Rates Due to Cognitive Load. How Can We Reduce Steps While Meeting Business Requirements and Enhancing User Experience?
Current flow
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New improved flow
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Iterations & Testing
Balancing Opportunities and Risks: Prioritizing Iterative Testing to Mitigate Business Pushback Against Rapid Redesign Deployments.
​"Team collaboration was essential for the successful completion of this project. My team provided valuable insights through design critiques to test result reviews. Effective stakeholder communication was crucial, with invaluable support from my team."
Final Shipped Design
Project outcomes
14.1%
Conversion rate
Achieved a 14.1% increase in conversion rate following the redesign of the buyflow.
$38.4 millions
Revenue increase
Increased in revenue by approximately $38.4 millions from 2022.
#1
Performance
Google Fiber ranked #1 in Customer Satisfaction and performance in 2024.
Learnings
01 Personal growth in leadership
Leading my first major UX project was challenging yet enlightening. It underscored the value of collaborative decision-making, integrating diverse team perspectives, user feedback, and stakeholder input. Through this approach, we successfully navigated complexities, delivering high-quality solutions on tight deadlines. This experience enhanced my leadership skills, emphasizing the importance of balancing speed and quality while adapting strategies based on new insights.
02 Take testing resules with a pinch of salt
I conducted extensive usability testing pre-launch and received valuable firsthand feedback from actual users. Despite numerous testing opportunities, I also learned firsthand how critical it is to identify usability issues early, even during the wireframe stage. However, many users tend to provide feedback that aligns with what they think we want to hear rather than their honest reactions to the design. This experience taught me to discern and filter out less genuine test results at later stages. It underscored the importance of prioritizing early testing in future projects whenever feasible.
