Designing for Speed, Simplicity, and Sales: Quantum Fiber's Buy Flow Redesign

To position Quantum Fiber as a fast, modern alternative to legacy internet, I led a UX redesign of the customer buy flow that significantly simplified the path to purchase. By focusing on responsiveness, clarity, and low-friction interactions, we improved conversion and user confidence. In just two months, the redesign led to a 38% increase in sales.

 

Problem

Quantum Fiber needed a buying experience that reflected its modern brand and fiber-speed promise. However, the original buy flow was rushed, confusing, and lacked essential functionality.

  • The UI failed to guide users clearly through purchase decisions

  • Customers were overwhelmed by inconsistent information, unclear pricing, and limited visibility into product availability

  • Add-ons and managed WiFi offerings were not integrated in a scalable or intuitive way

  • Legal messaging and edge case scenarios created cognitive friction

These pain points led to user frustration, dropped transactions, and a perception mismatch between product and experience.

 

Solution

We redesigned the new customer buy flow using the Double Diamond UX framework, combining exploratory research with rapid iteration and validation. The new experience featured:

  • A modular, scalable UI with fixed and consistent action areas

  • Clear presentation of add-ons, managed WiFi, and unavailable service options

  • Responsive design that simplified interactions across device types

  • Prominent “Next Steps” CTAs with benefit-driven messaging

  • Refined legal integration and edge case support

Each page in the flow followed established UX/UI principles to reduce mental load, guide decisions, and create trust.

 
 

My Role

As the Senior Lead UX Designer, I:

  • Defined the UX strategy aligned to Quantum Fiber’s brand values

  • Drove research initiatives and led all design efforts from IA to high-fidelity prototyping and dev-ready assets

  • Partnered with marketing, product, engineering, and legal to deliver a compliant, conversion-focused experience

 

Buy Flow

 

Key Responsibilities

UX Strategy & Research

  • Aligned vision with Quantum’s brand promise: speed, simplicity, and modernity

  • Formulated hypotheses and defined success metrics based on user needs and business goals

Design & Prototyping

  • Designed consistent interaction patterns, fixed navigation zones, and scalable content containers

  • Introduced multi-card selection for add-ons and responsive visual layouts

Testing & Optimization

  • Partnered with the Research Team, validated flows and components through iterative testing

  • Incorporated performance feedback and usability insights

Cross-functional Collaboration

  • Led alignment with stakeholders across business leadership, product, dev, and legal

 

Process

 

CHALLENGE

Modernizing the Buy Flow UX

Problem: The Original flow was confusing, inflexible, and didn’t support scalable offerings like add-ons or managed WiFi.

Solution:

  • Centralized key content into fixed action zones

  • Scaled add-on support with visual multi-card selection

  • Improved flow logic for managed WiFi inclusion and future product expansion

Impact: Created a fast, clear, and brand-consistent experience that users could complete in fewer steps.

CHALLENGE

Communicating Service Availability

Problem: When service was unavailable, the system failed to clearly explain the next steps.

Solution:

  • Designed a clean fallback page with expected messaging and branded transitions

  • Included a lightweight form and action-oriented copy

Impact: Preserved user trust and increased re-engagement likelihood.

CHALLENGE

Building Confidence Through UI Consistency

Problem: Disjointed element placement and inconsistent UI patterns made users feel lost.

Solution:

  • Created and enforced visual and behavioral consistency

  • Applied standards for button placement, spacing, card layout, and legal copy

Impact: Increased user confidence and supported quicker decision-making.

 

Outcome & Impact

The newly designed buy flow launched with high internal confidence and immediately outperformed the previous version:

  • Sales increased by 38% within two months (Conversion rate rose from 17.3% to 23.9%)

  • Users completed purchases faster, with fewer support touchpoints

 

Final Reflection

This project underscored how critical UX is in shaping not just usability, but perception, trust, and conversion. The clean, fast experience now mirrors the promise of Quantum Fiber's high-speed service and helps make that promise real from the first click.

Case Studies