Overview
When users and prospective customers landed on Frontier's business website, the ability to check if their business address was in a fiber-serviceable area was critical to driving fiber sales, making that experience crucial to generating revenue.
In mid-2025, Frontier ended its contract with Red Ventures, the third party that handled the check availability flow. The business needed a fresh experience to replace it.
We started by journey mapping the existing RV flow and pared down the experience to its simplest form: Enter address > Validate > Input customer information > Thank you messaging
We prototyped two versions of the flow based on stakeholder feedback. One version requiring a phone number and email, the other without. This was based on dev times and producing a minimum viable product before reaching RV's contract deadline.
The prototypes tested well with users, and upon launch, the new experience increased click-throughs on all check availability CTAs, bounce rates dropped, and the business saw a measurable increase in revenue.
The challenge
The check availability user experience was crucial to Frontier's ability to generate revenue through fiber sales.
Key challenges included:
- Simplifying the Red Ventures user flow.
- Creating an experience that would not interrupt fiber sales and eligibility checks.
- Ensuring an increase in clicks to the availability checker component CTA.
- Meeting a tight deadline to replace the RV experience.
Form (serviceable)
Availability checker component
Research & discovery
We conducted comprehensive user research including:
- Journey mapping: Evaluated and simplified the user journey to minimize friction and pain points.
- User testing: Gathered prototype feedback via user testing.
- Stakeholder workshops: Collaborative sessions with leadership and stakeholder teams.
Banner treatment
The solution
A simple, serviceable/non-serviceable flow that either redirected users to an external ISP or gathered user information to sign up for business fiber service.
Results & impact
Post launch, the simplified flow exceeded expectations across all key metrics:
Key learnings
This use case reinforced several important principles:
- Mapping the customer journey and eliminating friction leads to better outcomes for both users and the business.
- Iterative design progression helped to arrive at an MVP more quickly.
- User research informs every stage of the design process.
Bird's-eye view
