Frontier Communications
Digital Templates
Most marketing campaigns don't underperform because the content is wrong, they underperform because the experience around it gets in the way of a click or a form fill. As part of Frontier's 2018 campaign refresh, a UX and template system was designed to replace a rushed, one-size-fits-all set of landing pages and emails. The new system was built around funnel stage, mobile behavior, and the specific friction points that had been costing conversions for years.
Challenge
Frontier's existing landing pages and emails were designed in a rush and hadn't been built around how people actually behaved. The form, the entire point of a lead-gen page, was buried below oversized hero images, sometimes requiring a full scroll before a user ever saw a field to fill in. Email templates were long, text-heavy, and rigid. They had no way to flex for different content types (webinars vs. whitepapers, etc.) without a full redesign each time. here was no shared framework, so every asset was a one-off, redesigned every time from scratch, the same usability and layout issues surfacing again and again. The client had lost confidence their current templates could support the year ahead.
When Frontier signed a new contract, it became an opportunity, not just to reskin the old templates, but to rebuild the system around how users actually engage with gated content, funnel stage by funnel stage.
Execution
Turning stakeholder input into UX requirements
The account manager and design team pulled together everything known from the client and from prior campaign performance into a single requirements framework. Mobile accounted for roughly two-thirds of all email opens, so every template needed to be mobile-first from the start. Client feedback also flagged that oversized hero images were pushing the form, the actual conversion point, too far down the page. Content needs varied by stage too, each requiring a different message and form.
That input shaped a template matrix, so every template had a defined purpose, message type, and form requirement before any visual design started.
Whiteboarding and wireframing
Working with the creative director, the developer, and the Marketo automation specialist, a series of whiteboard sessions pressure-tested how each template type could share a common structural system without feeling repetitive. From there, every version needed for landing pages and emails was wireframed, so the build team could weigh in on technical feasibility before visual design began.
Objectives
Build a visual bridge, not a leap
Redwood's textures and color palette combined with NetSuite's existing UI colors, so the new SuiteAnswers felt current without orphaning itself from the product it lived inside.
Put search front and center
86% of visitors to SuiteAnswers came to search, not browse, so search became the literal focal point of the homepage, not a secondary element competing with announcements and navigation. It’s framed by a textured background to give the Search bar its own visual identity throughout the site.
Make the search page feel purposeful
Filtering by Content Type and Target Audience together, rather than as two disconnected steps, matched how customers actually thought about their own questions, by role and by the kind of content they needed. It was one of the most well-received parts of the redesign in testing.
Give video a real home
Customers told us repeatedly that they wanted more video content, especially for complex features. An in-page player with related-content previews and voting and view feedback replaced what had been a bolted-on link.
Make articles scannable and trustworthy
Bold section headers, callout banners for special notes, and a clearly surfaced "content others found useful" module addressed some of the most consistent research complaints: outdated content, no formatting, and no signal for what to trust.
Simplify the path to a resolved case
On the contact and escalation screens, the account number and country selector got more visual prominence, and the release preview number moved out of the way: small hierarchy fixes that removed friction right when customers were most frustrated.
Approach
Every visual decision traced back to a research finding. When we saw that 4 out of 7 test users never scrolled past the homepage fold, I reduced the initial, oversized Announcements module and gave that prime real estate to video instead. When the tree test showed customers weren't relying on the category tree to navigate, only to refine an existing search, that told me the categories panel could be visually secondary to Search without hurting usability.
I worked closely with our UX designer and researcher throughout, using the same personas, journey map, and interview notes they used, so that the visual system reinforced the interaction decisions instead of working against them.
Execution
Rather than finalize a single direction in a vacuum, we took wireframes and near-final visual designs into feedback sessions with 7 real customers, administrators, developers, and end users, before development locked anything in. Customers who once had no real way to share an article responded strongly to the new share option, and the idea of a search bar that would auto-populate suggestions as they typed was well liked by everyone. The "Content Others Found Useful" module on article pages was called out specifically as a genuine improvement, not just a nice placement. Most customers described the redesign overall as cleaner, more spacious, and less busy than the SuiteAnswers they were used to, a reaction to the experience as a whole, rather than to any one element.
Results and Impact
SuiteAnswers 2.0's visual design had to feel like a real step forward for customers who'd been asking for one for years, while acting as a credible bridge to Oracle's future design direction, a goal validated directly by customer feedback:
71% of customers said the homepage felt cleaner and less cluttered than the old version.
86% said they would use the new Content Type and Target Audience filters.
86% of customers described the redesign overall as cleaner, more spacious, and less busy than the SuiteAnswers they were used to.
Grounding every screen-level decision in research made the final design more than a fresh coat of paint. It was a visual system built to hold up under the same scrutiny as the UX decisions underneath it.
Contributions
Owned the visual system: palette, texture, and typography decisions that bridged NetSuite's legacy UI and Oracle's Redwood direction
Designed every core screen: homepage, search, video, article, announcements, and contact/escalation
Translated research into hierarchy: used survey data, tree-test results, and interview findings to decide where to put visual weight
Iterated against real user feedback: sat in on customer feedback sessions and revised layouts based on what customers actually said, not just internal opinion
Presented final direction to executive stakeholders, including Product Management, UX, and Research leads, ahead of release