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.
- 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
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.
- Secondary market research
- Competitive benchmarking
- Brand audit
- User personas
- Brand archetype
- UX design
- Wireframing and prototyping
- Brand identity design
- Logo design
- Brand voice
- UX/UI design
- Design system
- Custom illustrations
Low brand awareness and trust. Relatively new company in a competitive landscape. Unclear communication of services and features.
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.
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.
The outcome
Reduced bounce rate
Boost in organic conversions
Increase in time spent on the website
Increase in AOV
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.
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.
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.
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.