Taylor Bahadur
Optimizing an Enrollment to Boost Sign-Ups and Reduce Drop-Offs
Breezeline is the eighth-largest cable operator in the U.S., providing internet, TV, and phone services to residential and business customers. Headquartered in Quincy, Massachusetts, the company has expanded its offerings to include mobile services through Breezeline Mobile. As of late 2024, Breezeline serves over 1.5 million customers across multiple states, aiming to deliver fast, reliable, and bundled connectivity solutions.
As Lead UX/UI Designer, I was involved in the Breezeline Mobile project from conception through post-launch. My role included designing the iOS and Android apps as well as the desktop marketing website used to promote the new mobile service and capture leads.
I collaborated closely with developers to ensure a smooth rollout across platforms, starting with user flows that mapped out the core experience. From there, I designed intuitive, branded interfaces that aligned with Breezeline’s visual identity and user needs. The result was a cohesive mobile and web experience that supported a successful product launch.
Overview
Industry
Telecommunications
Client
Breezeline
Platform
iOS/Android
Desktop
Role
UX/UI Designer
To kick things off, I reviewed competitor telecom apps like Xfinity, Spectrum, and AT&T to understand industry standards and identify opportunities for differentiation.
I collaborated with the marketing and product teams to define clear goals for both the mobile app and the marketing website, centering on user needs like easy access to billing, service management, and support.
I also met with legal teams early in the process to understand compliance requirements and ensure that both the app and site met necessary standards from the start.
Research & Analysis
I began by outlining key user flows such as login, billing, technical support, and plan management to ensure a streamlined experience across the app.
Next, I designed high-fidelity wireframes for both iOS and Android, keeping platform-specific patterns in mind to maintain a native feel. Each iteration of wireframes went through rounds of feedback with different stakeholder groups—from product and marketing to legal and engineering—allowing us to refine both functionality and design at every stage.
To maintain consistency, I created a reusable component library that formed the foundation of our design system. After internal testing and user pilot sessions, I iterated further to fine-tune usability.
Mobile App Design
Mobile Prototype
The goal of the marketing website was to introduce Breezeline Mobile, educate users, and drive app downloads. I designed a lead-generating landing page that showcased product highlights, app previews, and strong calls to action to convert visitors.
The content struck a balance between compelling marketing language and clear value propositions, helping users quickly understand the benefits of the new service. I also ensured the site was optimized for SEO, fully responsive across devices, and built for fast load times.
Website Design
Live Marketing Site
Cross-functional collaboration from the start—especially with legal, marketing, and dev teams—helped avoid roadblocks and kept the project moving smoothly.
Designing for both web and mobile at once required a strong focus on consistency, while still adapting the experience to suit each platform’s unique needs.
Key Learnings
Both the mobile app and marketing website launched successfully. The app received positive feedback, reaching a 5.0 rating and over 500 downloads at launch. The website continues to serve as a key channel for driving awareness and installs, supporting Breezeline’s expansion into mobile services.