DESIGN DIRECTION / UI & UX / 03 JUNE 2020
Making connectivity easier to navigate.
Exetel is an Australian internet service provider. The original BRANDLAB Social case study documents a digital-experience direction built around clarity, simplicity and customer needs: helping visitors find relevant information, understand products and move through the website with less friction.
EXETEL / ORIGINAL SCREEN DESIGNS
Digital experience concepts.
Nine original BRANDLAB Exetel screen-design mockups, preserved in their original sequence and aspect ratio.
01 / PROJECT OVERVIEW
A simpler, customer-first digital experience.
The project narrative prioritises intuitive information architecture and a consistent visual language. Clear pathways, restrained layouts and functional content support the experience, while performance indicators provide a framework for ongoing refinement.
02 / CHALLENGE
Turn a complex service journey into clear decisions.
Internet products and service information can place a high cognitive load on customers. The documented design direction calls for uncluttered navigation, understandable content, coherent UI patterns and an experience that makes the next step apparent on desktop and mobile.
03 / MEASUREMENT FRAMEWORK
Connect customer experience to measurable outcomes.
The source case study identifies five areas for monitoring, rather than publishing verified results:
- Visibility: organic search rankings and qualified website traffic.
- Authority: the number and quality of inbound backlinks.
- Competitive position: benchmarking against relevant ISP competitors.
- Acquisition: landing-page and form conversion rates.
- Engagement: content downloads, views, shares and comments.
04 / APPROACH
Mobile-first, responsive, iterative and inclusive.
Responsive experiences. Adapt layouts and interaction patterns for phones, tablets and larger screens without compromising clarity.
Feedback-led refinement. Use customer feedback and usability testing to identify friction and improve the journey over time.
Purposeful interaction. Consider interactive information, motion and relevant content where they help customers understand a service.
Accessibility. The source identifies WCAG-informed accessibility as a priority so that information and journeys can be used by a wider audience.
05 / OUTCOME & DIRECTION
A digital foundation designed to improve with its customers.
The published case study describes a direction that brings together consistency, mobile optimisation, straightforward navigation, engagement and accessibility. It does not include independently verifiable performance improvements, so no uplift percentages are claimed here.
Original source: BRANDLAB Social — Exetel case study. Original Exetel screen design images restored from the main BRANDLAB portfolio. Original full-resolution images independently imported from BRANDLAB's Google Drive archive into BRANDLAB's own repository.