— HughesNet: Desktop Experience.

PROJECT

Create a new HughesNet page to describe Gen5, the new-and-improved version of HughesNet Internet with faster speeds and a more reliable connection. 

SCOPE

Clearly describe the features and value props of the Gen5 upgrade while staying true to the HughesNet voice and brand guidelines. Drive potential customers to the phone and increase conversion rate. 

MY ROLE

Content Strategist & UI Copywriter.

COLLABORATORS

Customer Experience Analyst, UX/UI Designer, HughesNet Marketing Director, and HughesNet business partners. 

GOAL

Create a simple, informational page and streamlined user experience for Gen5. Drive customers to call in and place an order or to fill out a lead form to request a call.

CHALLENGES

Describe the features of Gen5 and its corresponding EchoStar XIX satellite without overloading the user with technical product information.

PROCESS

The premise of this project was to create an updated page for one of our HughesNet Internet experiences to explain the features of Gen5 and EchoStar XIX, the newest upgrade to HughesNet Internet and its corresponding satellite. To start this project, myself and a cross-functional team of data analysts, UX/UI designers, and marketing directors held a kickoff meeting to evaluate the scope of the project, identify the direction we needed to take based on prior findings, and establish a clear, cohesive goal.

Based on data from previous HughesNet experiences, I knew that our customer base was a primarily young-family to middle-aged, rural demographic. We also knew that many of our existing and potential customers were familiar with dial-up internet as their primary source of connection.

With this information, we determined that our users were primarily looking for a service that would provide faster speeds and an uninterrupted connection so they could easily perform simple, low-data tasks such as checking their email and occasionally streaming music or video. Finally, based on data pulled by our analysts from previous tests, we also knew that many of our users preferred calling in to speak with a customer service representative to spending a lot of time online perusing plans.  

A pain point we found from some of our prior experiences was a low response rate. Customers weren't calling in because the phone number wasn't clearly displayed, so the UX/UI designer and I collaborated and opted to intentionally place a CTA to drive users to call in the hero of the site. Since many of our users would be viewing the site on a desktop, we knew that slightly longer, informative - yet still succinct - content would be the best course of action when structuring the page.  

RESULT

Since many of our users would be viewing the site on a desktop, we knew that slightly longer, informative - yet still succinct - content would be the best course of action when structuring the page.