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Designing your experience…

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UX UI Agency

Octaplus

  • Brand Identity
  • Logo Design
  • Website UX/UI
  • Customized Illustrations

As the world grappled with the effects of the pandemic, the need for reliable, super-fast wireless internet connections and phone and television plans surged. Founded in 2022, Octaplus, the UK-based internet and broadband service provider offers a variety of plans for WiFi, TV channels, and landlines powered by cutting-edge fibre technology to over 150,000 users across the nation.

The challenge

When the team at Octaplus approached Pineapple Design, it was still using its old website, with messaging and a visual identity that did not effectively engage with its target audience; more specifically millennials and Gen Z. The telecom industry is a mature one, with a multitude of service providers at varying price points. As a result, users were and still are spoilt for choice.

The overarching challenge for the Pineapple team was to determine the unique selling points (USPs) of Octaplus that would set it apart from its competitors; highlight its full-fibre technology-backed services for businesses and homes independently, features, pricing, and customizable plans.

Another pressing challenge was to communicate these aspects through a modernized and differentiated visual identity that would engage its audience and position itself as a leader in the UK telecom market.

Problems to solve
  • Boost user engagement and conversions
  • Design a holistic web experience (UX and UI)
  • Build a differentiated brand identity in a saturated market
  • Establish brand equity in the UK market
  • Craft clear communication of key brand services and features
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Our approach

It was pertinent to first understand the broadband and internet service industry in the UK. We did this through rigorous online research and competitive benchmarking that gave us valuable insights into other brands, their services, plans, and more.

We spoke to key stakeholders at Octaplus to understand their go-to-market strategy and USPs. We also conducted in-depth interviews with millennials, Gen Z, older audience segments, and businesses to further understand their perception of the brand, how they perceive competitor service providers, their decision-making process, loyalty to existing plans, and intent to switch to Octaplus.

These insights provided us with an abundance of knowledge that helped us create in-depth user personas, a robust design strategy, and an end-to-end service experience that would give Octaplus a competitive advantage.

Discovery
  • Secondary market research
  • Competitive benchmarking
  • Brand audit
  • User personas
Strategy
  • Brand archetype
  • UX design
  • Wireframing and prototyping
Design
  • Brand identity design
  • Logo design
  • Brand voice
  • UX/UI design
  • Design system
  • Custom illustrations
What outsiders thought -

Low brand awareness and trust. Relatively new company in a competitive landscape. Unclear communication of services and features.

How we changed the story -

Go-to fibre broadband specialist. Affordable, top-of-the-line broadband services for Businesses and Homes. Scalable design ecosystem.

User goals and features

Gen Z

Users who need high-speed internet for web browsing, social media, streaming movies and music, assignments, and gaming.

Millennials

These users require consistent and reliable connections rather than just speed for work, productivity, and day-to-day activities.

Businesses

Preference for high speeds, reliable multi-device connections that can withstand heavy workloads at scale.

Older personalities

Preference for top-of-the-line customer experience. These users require a lot more help identifying a plan that is right for their daily needs, trust in the provider is key for them to switch to a new provider. Require customer care for queries and usage support.

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UX/UI Design

We crafted a comprehensive design strategy for Octaplus that included brand traits, word associations, brand voice and tonality, eye-catching visuals, and color palette.

We drew inspiration from the brand’s central offering - super-fast fibre connectivity while designing the new logo. The logo mark is a combination of focus and speed, two key features of its offerings.

Focus communicates strength, determination, and accuracy that Octaplus wishes to provide to users through its services. Speed is represented through a lightning flash that symbolizes speed, agility, and innovation.

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The outcome

29%

Reduced bounce rate

11%

Boost in organic conversions

118%

Increase in time spent on the website

8%

Increase in AOV

Homepage

The homepage is instrumental in establishing the brand, its services and its value proposition. Therefore, we carefully designed the page to reflect Octaplus’ USPs, highlighting its key differentiators, competitive pricing models, flexible plans, and top-notch customer care.

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Broadband Services: For Businesses and Homes

The connectivity needs and personas of businesses and homes are distinct. Their way of perceiving information and experiencing the product was also different. Navigating this issue, we created two separate pages for each service with its unique design and color that helped to create top-of-mind recall and instant service recognition.

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Illustrations

With millennials and Gen Z as core market segments for the brand, we hand-crafted custom illustrations that would enhance the brand’s appeal to them. These character-based illustrations were unique to Octaplus’ overall customer experience of the product and were made highly scalable.

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Helping users choose wisely

Through our user research, we realized that a majority of users are often unaware of the plans that suit their needs the most. To avoid this problem, we created an experience that recommended users with the most accurate plans based on their internet usage and needs. This led to ease in choosing, aiding improved conversions. We also continuously captured opportunities to cross-sell and upsell through the checkout journey to increase the Average Order Value.

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