Tom Wilk, Liverpool based UX Designer

As a UX Contributor on the PlusNet web revamp, I was tasked with optimizing the Fibre Broadband Postcode Checker. This is a critical high-intent touchpoint where users decide whether to join PlusNet or abandon the journey based on local availability.

The challenge was twofold: drive conversion for high-value fibre products and salvage potential lost leads by offering relevant upsells (ADSL/Standard Broadband) when fibre was unavailable.

The challenge

The existing checker was functional, but suffered from high drop-off rates due to:

Binary outcomes

If a user didn't qualify for Fibre, they were often met with a "dead end."

Content bloat

A vast, unorganized content library made it difficult for users to compare speeds and contract terms.

Friction

The UI didn't effectively "sell" the benefits of upgrading to Fibre during the check process.

My role

As a core member of the UX team, I owned the Postcode Checker user flow.
My responsibilities included:

Wireframing and prototyping

Redesigning the checker interface and the subsequent results pages.

Content Strategy

Auditing and implementing components from the vast content library to ensure information hierarchy was clear.

Logic Mapping

Collaborating with dev teams to define "If/Then" scenarios for upsells and fallback products.

The solution

We shifted the experience from a "Search Tool" to a "Consultative Sales Journey."

1. The 'soft' upsell logic

If a user’s area supported Fibre, we prioritised the highest-margin packages. However, if the area only supported Standard Broadband, we utilized the content library to highlight "The PlusNet Promise" focusing on award-winning support and reliability to keep the user in the funnel despite lower speeds.

2. Content Library Integration

Modular Component Cards: Making it easy for users to scan "Average Speeds" vs. "Guaranteed Speeds."
Consistent Iconography: Using the Bootstrap and Font-Awesome sets we identified (e.g., bi-graph-up-arrow for speed boosts) to create a visual shorthand for technical specs.

Key outcomes

Increased adoption

A significant uptick in Fibre sign-ups by clarifying the value proposition immediately after the postcode check.

Lower support volume

Clearer messaging on availability meant fewer users calling the helpdesk to ask "Why can't I get Fibre?"

Accessibility compliance

Ensuring the checker met WCAG 2.1 standards, making the broadband search inclusive for all users.

Improved satisfaction

Stakeholders reported higher trust in the tool due to the transparent display of "Guaranteed Speeds."