INTRODUCTION

Designing an Industry First Broadband Proposition

Designed the launch experience for an industry first broadband propostion combining high-speed internet with full-home Wi-Fi coverage through personalised recommendations

Generated 900+ sales since launch (Oct 2025) with a 96.4% adoption rate of the recommended setup - representing ~£715k projected contract value.

Role

Senior Product Designer

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Client | Project

TalkTalk | TTU Product Selection

Timeline

4 Months

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Team

Product Owner, UX/UI Designer, User Research, Experimentation, Engineering, Commercial, Compliance

THE CHALLENGE

Broadband was optimised for speed, not experience.

Traditional broadband products force customers to make decisions based almost entirely on speed, despite many household frustrations actually being caused by poor Wi-Fi coverage.

This created a disconnect:
• Customers bought faster speeds expecting better experience
• Coverage limitations within the home remained unsolved
• Product comparison relied heavily on technical metrics that were difficult to relate to real-life usage

👉🏻 The propostition introduced a new approach:

Combining speed and full-home coverage into a single guided product experience.

The proposition introduced a new broadband model combining speed and full-home coverage through a data driven recommendation.

REFRAMING THE EXPERIENCE

Helping users trust a completely new proposition

Introducing a new proposition wasn't just a product challenge - it was an education and trust challenge.

The key question became:
👉🏻 How do we help users understand and trust a completely new type of broadband product?

Rather than asking users to compare technical specifications, the experience focused on:

• Understanding the needs of their home
• Guiding them toward a recommended setup
• Making coverage feel tangible and valuable

Research showed users were looking for reassurance and guidance, not deeper technical comparison.

MY ROLE IN THE PROJECT

Turning a new proposition into a clear customer experience

Led the full design of the TalkTalk U product results page.

Shaped how the new proposition was communicated.

Translated GBG home data into recommendation driven experience.

Worked across product and commercial to balance simplicity with conversion.

APPROACH

Replacing comparison with recommendation

To make the proposition feel trustworthy and relevant, I shifted the experience from:

• Comparison -> Recommendation
• Technical specs -> Real-world outcomes

Using GBG home data, the experience recommended a setup tailored to the customer's home and coverage needs.

👉🏻 The goal wasn't to remove choice entirely - but to create a simpler and more confident starting point.

Home data enabled personalised recommendations based on coverage needs rather than speed comparison alone.

BALANCING BUSINESS & USER NEEDS

Balancing simplicity with user control

One of the biggest challenges was balancing:
• Business goals around simplification and conversion
• User expectations around trust and control

The initial business direction was:
A single "take it or leave it" recommendation

However, testing revealed key issues:
• Users were hesitant to trust a completely fixed solution
• Lack of flexibility reduced confidence
• Users wanted reassurance they still had some control

This led to an important shift:
👉🏻 From fixed recommendation -> guided customisation

Users could adjust elements like Wi-Fi extenders while still remaining within a recommended setup.

Shaping a new proposition through iteration

Launching an industry-first proposition required continuous iteration - not just to improve usability, but to adapt to changing business strategy, proposition thinking, brand evolution, and post-launch learning.

👉🏻 Across 5 iterations, the experience evolved from a rigid recommendation model into a more flexible, trusted, and commercially optimised proposition.

Business led starting point

Initial proposition centered around simplicity
through a single recommended setup.

Exploring proposition structure

Shifted toward giving customers clearer product options tied to setup differences.

Balancing guidance + control

Users responded more positively when recommendations still allowed for flexibility.

Launching through business change

Adaptability was critical in maintaining momentum through changing business context.

Learning from live performance

Launch was not the endpoint - real world optimisation strengthened the experience further.

The proposition evolved through changing business strategy, iterative testing, balancing simplicity with user trust and flexibility.

Key decisions & trade-offs

Decision

Trade-off

Recommendation over comparison

Guidance vs percieved control

Full-home coverage positioning

Education vs simplicity

Hero proposition alongside existing products

Innovation vs business constraints

Guided customisation

Simplicity vs user trust

OUTCOMES

Validating demand for a new broadband category

Launching an industry first proposition required more than a strong customer experience. It needed to prove trust, adoption, and commercial viability.

The final recommendation led model successfully validated all three
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900+
Sales since launch

Oct 2025 launch cohort

96.4%
Recommendation adoption

Customers selected the recommended setup

~£715k
Projected contract value

Initial cohort projection

Customer impact

• Built trust in a completely new broadband proposition

• Reduced reliance on technical speed comparison

• Improved confidence through guided recommendations with controlled flexibility

Strategic impact

• Validated appetite for an industry first proposition

• Introduced innovation without disrupting existing speed based products

• Established a scalable recommendation led product model

Recognition

🏆 Sumbitted and shortlisted for industry award consideration