Webwise: Optimizing the Digital Foundation

An end-to-end utility empowering users to discover, evaluate, and test local internet service providers with confidence.

TIMELINE

2 Months Designing

ROLE

Product Designer and UX Researcher

SKILLS

Figma and Miro Board

LONG STORY SHORT

I led the vision for a new way to simplify the fragmented Internet Service Provider Marketplace.

I worked for a start-up telco as a Product Designer, guiding the team to create a product where we introduce tools in one platform. From combining hyper-local scanning, a needs-based recommendation engine, and integrated diagnostic tools, Webwise transforms a high-friction chore into a seamless decision-making experience.

THE CHALLENGE

The process of selecting an internet plan is historically plagued by "Analysis Paralysis" and a lack of transparency. Through initial research, we identified several critical friction points:

people sitting on chair with brown wooden table

Choice
Overload

An overwhelming number of providers and complex plans leads to "analysis paralysis" and user frustration.

people sitting on chair with brown wooden table

Choice
Overload

An overwhelming number of providers and complex plans leads to "analysis paralysis" and user frustration.

a man holding a pair of glasses up to his face

Generic Recommendations

Most platforms offer "one-size-fits-all" suggestions that fail to account for specific household needs or usage patterns.

a man holding a pair of glasses up to his face

Generic Recommendations

Most platforms offer "one-size-fits-all" suggestions that fail to account for specific household needs or usage patterns.

man in black crew neck t-shirt using macbook

High Research
Frictions

Comparing prices, features, and contract benefits is a manual, time-consuming process involving multiple browser tabs and disjointed data.

man in black crew neck t-shirt using macbook

High Research
Frictions

Comparing prices, features, and contract benefits is a manual, time-consuming process involving multiple browser tabs and disjointed data.

person using magnifying glass enlarging the appearance of his nose and sunglasses

Inefficient Search Experience

The lack of a centralized "source of truth" forces users to visit dozens of individual ISP sites to verify availability.

person using magnifying glass enlarging the appearance of his nose and sunglasses

Inefficient Search Experience

The lack of a centralized "source of truth" forces users to visit dozens of individual ISP sites to verify availability.

a boy with his arms crossed

Low Consumer
Trust

Inconsistent data and hidden fees lead to skepticism, making users hesitant to commit to a provider.

a boy with his arms crossed

Low Consumer
Trust

Inconsistent data and hidden fees lead to skepticism, making users hesitant to commit to a provider.

person working on blue and white paper on board

Subpar Digital Accessibility

Poor UI patterns and a lack of user-friendly features create additional hurdles for non-technical users.

person working on blue and white paper on board

Subpar Digital Accessibility

Poor UI patterns and a lack of user-friendly features create additional hurdles for non-technical users.

people sitting on chair with brown wooden table

Choice
Overload

An overwhelming number of providers and complex plans leads to "analysis paralysis" and user frustration.

a man holding a pair of glasses up to his face

Generic Recommendations

Most platforms offer "one-size-fits-all" suggestions that fail to account for specific household needs or usage patterns.

man in black crew neck t-shirt using macbook

High Research
Frictions

Comparing prices, features, and contract benefits is a manual, time-consuming process involving multiple browser tabs and disjointed data.

person using magnifying glass enlarging the appearance of his nose and sunglasses

Inefficient Search Experience

The lack of a centralized "source of truth" forces users to visit dozens of individual ISP sites to verify availability.

a boy with his arms crossed

Low Consumer
Trust

Inconsistent data and hidden fees lead to skepticism, making users hesitant to commit to a provider.

person working on blue and white paper on board

Subpar Digital Accessibility

Poor UI patterns and a lack of user-friendly features create additional hurdles for non-technical users.

STRATEGIC OBJECTIVES

As the product designer, I established three North Star metrics for the UI/UX overhaul:

Clarity

Clarity

Translate technical specs (Mbps, Latency) into human benefits

Financials verified and performance
indicators highlighted

Efficiency

Efficiency

Reduce the "Time to Decision" by 40% through centralized data

Financials verified and performance
indicators highlighted

Trust

Trust

Create a transparent comparison framework that highlights hidden costs

Financials verified and performance
indicators highlighted

DESIGN PROCESS

Emphatize

I start by understanding the users. I conduct research, interviews, or observations to get a clear picture of their needs and challenges. This helps me step into their shoes and understand what are the user's wants and needs. User 1: "I want to have a way to tell to the company what type of household I am in so I can get the right plan that is fit to my needs"

Emphatize

I start by understanding the users. I conduct research, interviews, or observations to get a clear picture of their needs and challenges. This helps me step into their shoes and understand what are the user's wants and needs. User 1: "I want to have a way to tell to the company what type of household I am in so I can get the right plan that is fit to my needs"

Emphatize

I start by understanding the users. I conduct research, interviews, or observations to get a clear picture of their needs and challenges. This helps me step into their shoes and understand what are the user's wants and needs. User 1: "I want to have a way to tell to the company what type of household I am in so I can get the right plan that is fit to my needs"

Define

After gathering insights, I analyze the data and define the core problem or challenge based on what I’ve learned about the users. This gives me a clear direction for my design. Findings: Users need some tools to identify what type of plan or ISP they needed based on their needs. We can also add "Suggested ISPs" so the user can decide what ISP they can subscribe. By doing this we can reduce the Time Decision.

Define

After gathering insights, I analyze the data and define the core problem or challenge based on what I’ve learned about the users. This gives me a clear direction for my design. Findings: Users need some tools to identify what type of plan or ISP they needed based on their needs. We can also add "Suggested ISPs" so the user can decide what ISP they can subscribe. By doing this we can reduce the Time Decision.

Define

After gathering insights, I analyze the data and define the core problem or challenge based on what I’ve learned about the users. This gives me a clear direction for my design. Findings: Users need some tools to identify what type of plan or ISP they needed based on their needs. We can also add "Suggested ISPs" so the user can decide what ISP they can subscribe. By doing this we can reduce the Time Decision.

Ideate

Now, I brainstorm ideas and explore multiple solutions. I try to think outside the box and come up with creative ways to solve the problem, without judging ideas too early. Designer's Ideas: - Onboarding Flow for asking every user some question so in the end we can suggest ISPs or Plans they can start to use. - A speedtest tool so the users can compare 1 or more ISPs and Plans at the same time. - Geolocation reference, Based on the user's location we can suggest and identify what are the ISPs that is only available to the user's area.

Ideate

Now, I brainstorm ideas and explore multiple solutions. I try to think outside the box and come up with creative ways to solve the problem, without judging ideas too early. Designer's Ideas: - Onboarding Flow for asking every user some question so in the end we can suggest ISPs or Plans they can start to use. - A speedtest tool so the users can compare 1 or more ISPs and Plans at the same time. - Geolocation reference, Based on the user's location we can suggest and identify what are the ISPs that is only available to the user's area.

Ideate

Now, I brainstorm ideas and explore multiple solutions. I try to think outside the box and come up with creative ways to solve the problem, without judging ideas too early. Designer's Ideas: - Onboarding Flow for asking every user some question so in the end we can suggest ISPs or Plans they can start to use. - A speedtest tool so the users can compare 1 or more ISPs and Plans at the same time. - Geolocation reference, Based on the user's location we can suggest and identify what are the ISPs that is only available to the user's area.

Prototype

I create simple prototypes, whether they’re low-fidelity wireframes or basic models, to bring my ideas to life.

Prototype

I create simple prototypes, whether they’re low-fidelity wireframes or basic models, to bring my ideas to life.

Prototype

I create simple prototypes, whether they’re low-fidelity wireframes or basic models, to bring my ideas to life.

Test

I test my prototypes with users to see how they interact with the design. I gather feedback, refine the solution, and make necessary changes based on real user behavior.

Test

I test my prototypes with users to see how they interact with the design. I gather feedback, refine the solution, and make necessary changes based on real user behavior.

Test

I test my prototypes with users to see how they interact with the design. I gather feedback, refine the solution, and make necessary changes based on real user behavior.

USER PERSONA

a woman holding a piece of luggage

Sarah T.

Marketing Assistant

a woman holding a piece of luggage

Sarah T.

Marketing Assistant

a woman holding a piece of luggage

Sarah T.

Marketing Assistant

Persona Summary

Sarah is a young professional who recently moved to a new city for work. She relies heavily on the internet for both personal and professional use, from streaming movies and staying connected with friends to conducting research and attending virtual meetings.

Needs and Goals

Sarah needs a trustworthy, budget-friendly platform that eliminates the research grind by instantly matching her with reliable home internet.

Frustrations

Sarah is overwhelmed by a time-consuming, complex web of hidden fees and biased data, leaving her frustrated and unable to find a clear, honest internet solution.

SOLUTIONS

  • Streamlined Options: Webwise simplifies the selection process by offering a curated list of internet providers and plans tailored to individual needs, reducing confusion and decision paralysis.


  • Personalized Recommendations: By understanding each user's specific requirements, Webwise provides customized plan suggestions that better match their needs.


  • Easy Comparison: Webwise presents a clear and straightforward comparison of features, pricing, and benefits, saving users time and making the decision process easier.


  • Clear Information: Important details about internet plans are displayed in plain language, with key points highlighted to ensure users understand the offerings without getting lost in technical jargon.


  • Efficient Search: Webwise consolidates all necessary information in one place, eliminating the need for users to visit multiple websites, and providing a seamless and efficient search experience.


  • Enhanced User Experience: The platform's intuitive design and user-friendly features reduce frustration, ensuring a smooth and pleasant experience for users.


  • Trustworthy Information: Webwise ensures that all information provided is accurate and credible, helping users feel confident in their decisions.

WIREFRAMES

  • Streamlined Options: Webwise simplifies the selection process by offering a curated list of internet providers and plans tailored to individual needs, reducing confusion and decision paralysis.


  • Personalized Recommendations: By understanding each user's specific requirements, Webwise provides customized plan suggestions that better match their needs.


  • Easy Comparison: Webwise presents a clear and straightforward comparison of features, pricing, and benefits, saving users time and making the decision process easier.


  • Clear Information: Important details about internet plans are displayed in plain language, with key points highlighted to ensure users understand the offerings without getting lost in technical jargon.


  • Efficient Search: Webwise consolidates all necessary information in one place, eliminating the need for users to visit multiple websites, and providing a seamless and efficient search experience.


  • Enhanced User Experience: The platform's intuitive design and user-friendly features reduce frustration, ensuring a smooth and pleasant experience for users.


  • Trustworthy Information: Webwise ensures that all information provided is accurate and credible, helping users feel confident in their decisions.

FINAL DESIGN

  • Streamlined Options: Webwise simplifies the selection process by offering a curated list of internet providers and plans tailored to individual needs, reducing confusion and decision paralysis.


  • Personalized Recommendations: By understanding each user's specific requirements, Webwise provides customized plan suggestions that better match their needs.


  • Easy Comparison: Webwise presents a clear and straightforward comparison of features, pricing, and benefits, saving users time and making the decision process easier.


  • Clear Information: Important details about internet plans are displayed in plain language, with key points highlighted to ensure users understand the offerings without getting lost in technical jargon.


  • Efficient Search: Webwise consolidates all necessary information in one place, eliminating the need for users to visit multiple websites, and providing a seamless and efficient search experience.


  • Enhanced User Experience: The platform's intuitive design and user-friendly features reduce frustration, ensuring a smooth and pleasant experience for users.


  • Trustworthy Information: Webwise ensures that all information provided is accurate and credible, helping users feel confident in their decisions.

IMPACT

  • Streamlined Options: Webwise simplifies the selection process by offering a curated list of internet providers and plans tailored to individual needs, reducing confusion and decision paralysis.


  • Personalized Recommendations: By understanding each user's specific requirements, Webwise provides customized plan suggestions that better match their needs.


  • Easy Comparison: Webwise presents a clear and straightforward comparison of features, pricing, and benefits, saving users time and making the decision process easier.


  • Clear Information: Important details about internet plans are displayed in plain language, with key points highlighted to ensure users understand the offerings without getting lost in technical jargon.


  • Efficient Search: Webwise consolidates all necessary information in one place, eliminating the need for users to visit multiple websites, and providing a seamless and efficient search experience.


  • Enhanced User Experience: The platform's intuitive design and user-friendly features reduce frustration, ensuring a smooth and pleasant experience for users.


  • Trustworthy Information: Webwise ensures that all information provided is accurate and credible, helping users feel confident in their decisions.

WHAT I LEARNED

Creating Webwise for users like Sarah taught me key lessons in product design:


  • Simplicity and Transparency: By presenting information clearly and concisely, I improved user understanding and decision-making.


  • Trustworthiness: Highlighting reliability was crucial for emphasizing the platform’s credibility.


  • Affordability: Offering value-focused options addressed diverse budget needs.


  • User-Centric Design: Streamlining the user journey made the experience more efficient and satisfying.


Overall, developing Webwise taught me the importance of empathy, clarity in design, and building trust through transparency.

CLIENT FEEDBACK

"Jim communicates well during the project. He asked me questions to discover my challenges and needs with the design. Jim has a process where we delve more into the brand rather than immediately designing, making it more solution-based design."

Lad Gutierrez

Eon Jerthy Miguel

Founder Creative Incubator

Lead Product Designer

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