Affordable Connectivity Program
OVERVIEW
New and existing Frontier customers can participate in the Affordable Connectivity Program (ACP). Which is a government program that provides a monthly credit to low-income internet customers. This program was going to replace the Emergency Broadband Benefit (EBB), which was very similar to ACP, the main difference was the amount of the monthly internet credit.
Client
Frontier
Scope
Update flow on the Frontier website that explains the process and helps walk the user through checking for ACP eligibility, applying for the ACP credit, and shopping on Frontier's site for an internet plan.
Results
By simplifying the ACP experience and reducing friction points, the new flow drove a 25% increase in customer ACP enrollments and contributed to a 1% overall increase in cart conversion.
PROBLEM
Technical limitations and government forms
Users have to be within Frontier's serviceable footprint and also be approved to receive the monthly ACP credit. In order to get approved users are directed to a government website to apply. Once they return to Frontier's website, there is not a way to purchase internet with the ACP credits online due to technical restrictions. They either have to call Frontier or submit a form to have Frontier contact them.
1
Confusing flow to purchase that involves an application and a government website.
2
Have to speak to a Frontier agent to purchase internet with an ACP credit.
3
The ACP form has certain technical limitations due to API calls with government data.
Current experience
The current experience was called the Emergency Broadband Benefit (EBB), which could be tested and studied for the new ACP flow since the two programs were almost identical.
THE APPROACH
Evaluate the current experience and redesign it
Conduct usability testing, review behavioral data, and gather feedback from call center agents who support customers through the process. These insights will be used to redesign the flow; reducing friction when users are redirected to the government site to enroll in the program.
User flow before redesign
User research
Performed an unmoderated benchmarking and click tests with 50 participants on the EBB flow, the program that superseded the ACP.
Users ranked Frontier low when it came to providing a program overview
Users ranked Frontier the lowest on confidence in finding the right button to click
"There was no clear link telling me how to see if I qualify."
"There is not much information I could get on the internet plans with EBB."
"I felt like I would need much longer to read the page through the details and it is not user friendly."
In order to get a sense for how important certain information was for users, we asked them to rate what they wanted to see on the website.
Insights
Completion rate
The EBB flow has a very low completion rate; only 10% of visitors on the EBB landing page go on to the address check.
High call center volume
Customers are calling before they are approved for the EBB program; call center agents are walking them through the government application.
User frustration
Frustration is high on the main landing page; clicks are not focused in one area, but are all over the page.
Low to high fidelity wireframes
THE REDESIGN
Clearly explain the program and process to receive the credit
My job is to remove complexity and confusion, so eligible customers can easily understand the ACP and apply for their benefit without friction.
User flow after redesign
User research
In order to continually improve the design, the same test was performed multiple times. Starting with the existing site, see results above, then on wireframes, and on various iterations of the prototype. Below are the results on the final design of the unmoderated benchmarking and click tests with 50 participants.
Frontier’s program overview ranking significantly increased. Users had better knowledge of the program and how to apply.
Frontier users had much more confidence they found the right button to click.
"I do think the savings were really clear, I knew exactly what I was getting with each internet plan."
"Everything was explained well and the page was very informative. There was nothing unclear at that stage."
Select final designs
