Online destination for fiber launch in Boston targeted at citizens to sign up and vote to bring fiber to their area first, keep those registrants informed of the status of their build out, and provide transparency and awareness of the timeline of the rollout to the broader City of Boston.
Problem: Acquire new base of fiber customers in a price-sensitive market and expand the lifecycle of the customer from 2 years out to fiber being available at their home. Challenge of keeping engagement and participation high during long pre-open for sale period. Ongoing discussions with city and zoning officials in coordinating and approving the rollout.
Scope: Build new optimized website for campaign which would allow registrants to be identified by their address and group them in 4 different fiber areas: A/B/C/D depending on their neighborhood. As addresses opened for sale, return visitor scenarios were crafted to message these customers with next steps. Use cases were developed to account for each of those scenarios were crafted alongside a custom, backend DB that allowed for flexible data extracts for retargeting of those registrants and due diligence on address verification.
Role/Value to team: Define the experience for the MVP and eventually fully optimized site and E2E flow. Responsible for business requirements and alignment across Marketing, Engineering, IT and analytics teams. Develop use cases and scenarios, producedUX for those experiences, work with back-end IT and Engineering teams to ensure business requirements were aligned with the data pulls, and remediated IRs to ensure seamless experience. Ongoing optimizations based on usability and quantitative insights.
Results: 10K Registrations/Sign Ups thru voter site; 30% of sales were from registrant base