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Award-winning website
+ Customer retention

The client is one of the largest cable providers in the United States. This Fortune 500 company offers internet, TV, and phone services across multiple states, with a customer portal designed to help their customers manage their current accounts and provide a platform to recommend new services personalized for their needs.

Challenge

The client faced challenges in delivering an integrated and frictionless experience for their customer-facing service website. Since the products were originally built as stand-alone solutions, they lacked seamless interoperability, resulting in a fragmented user experience. 

Customers visiting the site to pay their bills or manage their accounts often found it hard to use. They expected to easily access their account via their mobile phone, which was not available.  A lack of a unified search index made support documents and critical information difficult to find. For example, customers couldn’t view their current balance directly on the homepage, while landing pages prioritized promotional content over customer-driven information. 

These issues contributed to a churn rate of nearly 20% annually, with significant numbers of customers choosing to leave the service.

Solution

Orion’s Experience Design team created a new omnichannel experience for the client’s servicing website that brought all their consumer services together in one place. The new user experience strategy restructured the platform to focus on task completion, content discovery, and meaningful personalization. 

Navigation was simplified so users could easily find core features, and new landing pages provided an at-a-glance view of services. Tools were also added, allowing users to identify their entertainment preferences, resolve support concerns, and feel more connected to the brand. 

To deliver the right experience at the right time and place, the website was designed to be responsive to the user’s behavior and environment based on screen size, platform, and orientation. Governance and tagging policies were also implemented to maintain a high standard of organization and usability. 

Impact

The revamped website received multiple awards for its innovative design and usability. With a better servicing experience, the client was better able to retain existing customers, increase reach within households, and increase brand awareness for new services and features.