Transforming Midco’s Digital Experience: Unlocking Revenue Growth and Seamless Connectivity
Client
Midco
Industry
Internet Service Provider
Date
April 2025
Challenge
Midco needed to modernize its online shopping experience to build trust, simplify plan selection, and compete with national providers. With 70% of users engaging on mobile, the redesign had to be mobile-first while maintaining clarity and speed.
Research
I used AI to analyze customer sentiment and competitor offerings, leveraging Google Deep Research alongside our internal evaluation and strategy docs. The tool synthesized data from customer reviews, competitor benchmarks, and prior research to surface clear themes:
Friction around pricing transparency and short promotional windows.
Desire for simplified plan selection and less overwhelming detail.
Recognition of Midco’s strengths — fast speeds, flexibility, and no contracts.
This process allowed us to quickly transform unstructured data into a clear foundation of insights that guided strategy.
Strategy
The design strategy focused on three pillars:
Clarity & Transparency — upfront pricing and savings details to build trust.
Simplified Workflows — streamlined steps and progressive disclosure to reduce complexity.
Mobile-First Design — optimizing for small screens and one-tap interactions.
Solution
The solution introduced a Build Your Own Plan model in place of rigid bundles, paired with progressive disclosure to show essential info first and let users dive deeper if needed. Pricing and savings were surfaced clearly throughout, and the overall flow was streamlined for speed and usability — especially on mobile.
Results
The work was well-received by the board, who expressed excitement to bring it to life. Design principles were documented so the approach could extend into other areas of the site (e.g., For Business). Once developed, the experience is slated for user testing to validate impact and guide future enhancements.
