Lightspeed

LightSpeed wanted to differentiate itself from traditional broadband providers and position the brand as both premium and trustworthy. The opportunity was to present broadband as part of everyday home life, rather than another technical utility competing primarily on speed and price.

The experience needed to encourage engagement and conversion despite limited rural coverage, without relying solely on pricing messages. It also had to build confidence in a newer provider, explain the value of the service clearly and give prospective customers an emotional reason to consider switching from familiar national brands.

I created an emotionally driven, story-led landing page centred around the home hub concept. Customer stories and testimonials showed how the service could improve everyday life, while user testing and prototype feedback identified the emotional drivers behind switching provider. These insights shaped the hierarchy, messaging and calls to action, helping the proposition feel human while keeping the route to sign-up direct.

The refined experience helped increase sign-ups and supported customer migration from larger broadband providers through a more personal and relatable digital journey. It gave LightSpeed a distinctive voice in a crowded category and a reusable story-led approach for communicating the benefits of its service.