Feature
Simplified UI, new self-service options, promos and upsells
Users
Frontier internet customers
Benefit
Customer satisfaction, engagement, reduced support calls
My role
Lead content designer collaborating with designer and researcher
Timeline
2023
Goal
Support Frontier’s digital-first strategy by transforming the online account experience into a seamless, user-friendly hub.
The objective: increase logins and drive self-service by improving navigation, expanding digital features, and reducing reliance on support calls.
Challenge
We needed to balance introducing new features with streamlining the user journey. Our task was to consolidate multiple legacy account screens into a modern, intuitive interface—without overwhelming users or sacrificing clarity. Key considerations included:
- Enabling faster access to high-priority tasks (bill pay, service management)
- Guiding users through unfamiliar features with minimal friction
- Aligning content and UI with Frontier’s evolving brand and design system
Account dashboard: Before
The account dashboard was cluttered and disjointed, with inconsistent fonts, poor hierarchy, and no clear structure—making information hard to scan and navigate. A lack of personalization and off-brand tone created a cold, unwelcoming experience.
Account dashboard: After
We introduced a personalized greeting and clearer headings to make key account details easy to find at a glance. Consistent fonts, spacing, icons, and colors improved scannability, reduced cognitive load, and created a friendlier, brand-aligned experience.
My role & approach
As the lead content designer, I collaborated closely with UX design, research, product managers, and developers to shape a clear, cohesive experience across web and app. My approach focused on:
- Information architecture: Reorganizing content for easier discoverability
- Microcopy and UX writing: Simplifying language and removing jargon to guide users through tasks confidently.
- Content hierarchy: Prioritizing key actions with scannable layouts and actionable CTAs.
- Collaborative iteration: Partnering with design and research to incorporate user testing insights and refine content based on usability feedback.
- Brand style guide alignment: Ensuring consistency with Frontier’s voice, tone, and writing style.
Profile page
Clear, consistent headings brought structure to the profile page, making key account details, settings, and preferences easier to find. Status labels like “Verified” and “Enrolled” gave customers quick confirmation of their account activity.
Before
After
Solution
We delivered a clear, intuitive account experience that empowered users to:
- Manage services, view bills, and upgrade plans with fewer steps
- Quickly access self-service options like bill pay, appointment management and troubleshooting
- Discover personalized promotions and value-added services within the flow, not as distractions
I ensured content guided users at every touchpoint—making tasks faster, clearer, and more self-sufficient.
Billing page
We restructured billing content into clear, scannable sections with actionable controls, reducing cognitive load and helping customers quickly manage payments, preferences, and billing history. The streamlined layout improved task completion and gave users greater confidence and control over their accounts.
Before
After
Services page
We introduced a clear, organized services experience that gave customers visibility into their current subscriptions and empowered them to explore and add new services—all within their account. This seamless, self-serve flow improved transparency, reduced dependency on support, and created new opportunities for upsell and customer engagement.
Results
85% digital containment
More customers completed tasks online without needing to call support.
+10% bill pay completions
Simplified flows and clearer CTAs made it easier for customers to pay bills digitally.
2X time on page
Improved content hierarchy and self-service options kept users engaged longer.
+5% conversions
Streamlined tasks and upsells boosted adoption of digital self-service features.
Increased logins
Clearer navigation and new account features encouraged more frequent logins.
Reflection
This project showcased the power of content design and UX writing in driving both customer satisfaction and business goals. It strengthened my skills in crafting scalable, self-service content strategies, and reinforced how thoughtful, collaborative design can reduce friction, build loyalty, and generate revenue.