Ziply Fiber

My Role

 UX Architect

Telecommunications Website design

Problem: Ziply Fiber purchased Frontier Communications and launched in the Pacific Northwest. Ziply needed  a purchase path for new customers, and a way to transition existing customers as easily as possible.


Solution: Working closely with the client brand and product teams, we identified our users, workshopped user journeys, and launched a website system that continues to evolve as Ziply grows its business.


The Team

Project Manager, Group Brand Director, Executive Creative Director, Art Director, UX Designer (myself)

My Responsibilities

Project Scope Input

Digital Ecosystem Map

User Experience Strategy Blueprint

Competitive Research

Content Strategy

Information Architecture & Sitemap

Digital Style Guide 


Design Comps 

Image Selection

Annotations for Development


InVision. Sketch. Craft. Digital Whiteboard.

The Process

Digital Ecosystem Mapping

Ziply Fiber acquired Frontier Communications just before launching their brand, acquiring Frontier digital properties in the process. To kick off the design and development of Ziply Fiber's website, I hosted a collaborative working session with the client's digital and marketing teams, their third-party media agency, and our design team to complete a digital ecosystem map.

The mapping process allowed us to identify roles and responsibilities for all aspects of the project including UX design, visual design, content creation, and development. 

Deliverables: Digital Ecosystem Map

Ziply Digital Ecosystem

User Experience Strategy Blueprint

Our Digital ecosystem mapping workshop revealed a shorter timeline to our first launch. With the shortened first sprint of the iterative design process, we needed a document to point to as major decisions were made quickly. Using a traditional user experience strategy blueprint outline, the Ziply Fiber team collaborated in a working session I led to create this document.

Deliverables: UX Strategy Blueprint


Content Assessment & Information Architecture

As a new company, Ziply Fiber had recently documented all of their business functions, which provided us a starting point for site content. By researching and analyzing site structures in the telecommunications industry, we noticed common terms users know to look for, and trends Ziply didn't want to be a part of. Based on client perspective, information architecture best practices, and Ziply Fiber's unique brand voice, we put forth a recommended site structure.

Deliverable: Information Architecture & Resulting Navigation Structure


Phase 1: Launch the Microsite

The race to launch was fueled by the imminent public announcement of the acquisition of Frontier Communications. We proposed a micro-site to address questions from 3 core audience groups: the media, existing Frontier customers, and potential new customers. 

To address content for this microsite, we reorganized the published business announcement to create a system of FAQs a user may explore, and built out additional marketing copy for other site pages. 

The brand logo, colors, and a brand style guide were provided by a third-party agency. Adapting some colors to meet accessibility standards for web practice, our Visual designer and I established a visual design system for digital use. Working as an agile team, our Visual Designer and I worked within the same master Sketch file to quickly create designs ready to build.

Deliverables: Digital Style Guide & Functionally Annotated Design Comps as an InVision Prototype


After the successful launch of Phase 1, I led the client leadership team through a purchase path white-boarding exercise.

This exercise allowed us to:

  • Organize their product offerings by type and audience

  • Prioritize the content we present to users in the purchase path

  • Identify communication opportunities (ex. abandoned carts, limited services in your area)


Deliverables: Purchase Paths for 2 core user types: Net-new residential customer, net-new small business customer.

PHase 2: the Purchase Path

Designing the Purchase Path

With more time to iterate, I created wireframes for the purchase path. The wireframes allowed us to discuss business strategy with the client without being influenced by the aesthetics. After 3 rounds of review, the wireframes were approved and were handed off to the Visual Designer.

Design Extension

As the purchase path was being developed I began designing wireframes for 5 new pages and 7 existing pages to be expanded. I reused components and patterns where possible, being conscious of time and development effort when designing the extension.

Deliverables: Desktop & Mobile Wireframes

Stepping in as a visual designer, I applied our established design system to the approved wireframes and provided recommendations for image assets.


Deliverables: Visual Design Comps & Image Asset Recommendations

Annotations for Development

Throughout all iterations of the design, functional annotations were provided to the development team. These annotations describe the intended design in simple terms, allowing the cross-functional team to read and reference.


Deliverables: Annotated Wireframes 

Design of the extension

Learnings & Unique Obstacles

The schedule of this project changed daily, requiring our team to flex quickly to meet the clients' business needs in a strategic way. When a request came through with a 2 day window, we would take the time to consider the ask and form a thought through recommendation before executing the solution. By making time to assess the "why" of each ask, we were able to prioritize and guide the launch to match best practice of digital products, and the telecommunications industry.