Brightspeed App Redesign
Associate Director of UX | Level Studios
Brightspeed, a fiber internet provider, was investing in its mobile experience as a critical channel for customer self-service. Customers relied on the app to manage billing, service information, account settings, and support needs, but the experience had evolved over time and become increasingly fragmented. My role was to lead the product design effort across the mobile experience, bringing together customer needs, business priorities, and technical constraints into a cohesive product strategy.
The Opportunity
Before jumping into solutions, I worked closely with product, engineering, research, and business stakeholders to understand where customers were struggling and where the organization saw the greatest opportunity for improvement.
Through research, analytics, and stakeholder workshops, several patterns emerged. Customers often had difficulty completing common account management tasks, navigating between related experiences, and finding the information they needed without contacting support. At the same time, the business wanted to increase self-service adoption and create a stronger foundation for future capabilities.
This work helped us align around a simple goal: create an experience that feels intuitive, trustworthy, and effortless for customers managing their services.
Leading the Design Strategy
As Product Design Lead, my responsibility extended beyond designing screens. I helped define the experience vision, facilitate cross-functional alignment, and ensure that design decisions connected back to both user needs and business outcomes.
A key part of the challenge was balancing immediate customer pain points with long-term platform goals. Rather than approaching each feature independently, I focused on creating a more connected experience where common tasks shared consistent patterns, navigation, and interaction models.
This strategic approach allowed the team to think beyond individual releases and toward a scalable product experience.
Shaping the Experience
The solution centered on simplifying core customer journeys while creating a more cohesive mobile experience overall. We redesigned critical workflows, improved navigation structures, clarified information hierarchy, and introduced patterns that made common actions easier to discover and complete.
Throughout the project, I collaborated closely with engineers and product partners to ensure solutions remained feasible while maintaining a high standard of user experience quality. Regular design reviews and stakeholder checkpoints helped keep the team aligned as the product evolved.
The result was an experience that felt more consistent, more approachable, and better equipped to support both customer and business goals.
Impact
The most rewarding part of the project was seeing design act as a catalyst for alignment across teams. By creating a clear vision and shared understanding of customer needs, we were able to make decisions more efficiently and deliver a stronger product experience.
While the interface itself improved significantly, the broader impact came from establishing a more scalable experience foundation that could support future enhancements and continued growth.
Reflection
This project reinforced a lesson I return to often: successful product design is rarely about individual screens. It's about bringing people together around a shared understanding of customer problems and creating solutions that balance user needs, business goals, and technical realities.
As Product Design Lead, I was proud to help shape not only the experience itself, but also the collaboration and decision-making processes that made it possible.•