Feature
YouTube TV integration with bundled billing and activation flows.
Users
Frontier customers and prospects.
Benefit
Simplified streaming setup to save time and money.
My role
Led UX writing across end-to-end flow; aligned with Google standards.
Timeline
2023, with ongoing optimizations
Goal
Increase sales by bundling YouTube TV with Frontier services and shape a frictionless experience that educates, converts, and activates users—all while meeting Google’s brand and legal requirements.
Challenge
We needed to influence two distinct groups: prospects who needed more than just price savings to switch to streaming, and existing customers hesitant to move away from familiar cable services. Our experience had to build confidence, clearly communicate benefits, and comply with YouTube TV’s brand and legal standards.
My role & approach
As the lead content designer, I shaped clear, persuasive UX copy across the entire journey—from education and bundling to activation and account management. I partnered with design, product, and marketing teams while navigating legal and brand reviews from both Frontier and Google. My approach emphasized concise benefit-driven messaging, scannable content, and guided flows to build user confidence, reduce friction, and increase conversion.
Solution
I crafted concise, benefit-focused content that educated users at every step—from initial awareness to post-purchase activation. The UX writing emphasized clarity, simplicity, and relevance to guide decision-making and encourage seamless adoption.
Web pages
We created a cohesive journey that introduced YouTube TV within Frontier’s ecosystem—blending brand elements and clear benefit messaging to build trust and guide users. Structured layouts, scannable content, and intuitive plan comparison empowered customers to understand, evaluate, and seamlessly bundle services in fewer steps.
YouTube TV product landing page
Frontier + YouTube TV marketing page
Plan selection with YouTube TV add-on
Results
264K+ visits
Strong engagement from customers exploring YouTube TV through Frontier in the first 6 months.
46K activations (68.5%)
High conversion rate in the first six months from visit to activation.
+10% chat orders
Improved customer responsiveness to order prompts through chat.
Up to +5% weekly visits
Sustained customer interest in the YouTube TV offer.
Reflection
This project demonstrated how strategic, tested UX writing can simplify complex partner offerings, increase user confidence, and drive measurable conversions.