Breezeline (formerly Atlantic Broadband) is the 8th largest cable operator in the U.S., providing TV, Internet and phone services to over 700,000 broadband customers in 12 states. The organization recently changed its name in the wake of acquisitions that extended its reach beyond the East Coast.
As a newly rebranded company, Breezeline needed to reassure its current customers and attract new ones with messaging that emphasized its enhanced products, services and support. It also wanted to present a friendly and inviting digital experience with a fresh look that reflected those changes.
Rhythm focused on providing relatable lifestyle imagery of families and familiar domestic scenes, and we created fresh iconography to complement the existing site design.
We also introduced bright new brand colors that were ADA compliant and streamlined the user experience and user interface.
We helped Breezeline launche a series of new customer care initiatives, including enhanced self-service options, a new online experience and simplified, transparent pricing. Those features had to be weaved into the project organically and presented in ways that maximized their benefits.
For example, a graphic explaining WiFi Your Way Home, a technology that improves connectivity for domestic users, employed a cutaway view of a multi-storey house to demonstrate the reach, versatility and capabilities of the new service.
One of the most significant challenges of the project involved improving Breezeline’s buyflow, the process that enables its customers to make decisions regarding the purchase of home phone, internet and TV services.
Rhythm identified several problem areas by meticulously mapping the buyflow to pinpoint and highlight those weak spots by addressing problems areas, and align Business Goals with User Needs.