Kinetic

Buying internet should not require detective work.

In 2022, Kinetic’s internet plans could not be compared side by side. Monthly and one-time charges blended together. Turning off paperless billing raised the price without clearly saying so. Equipment choices could create dependencies a customer did not see until later.

These were not visual problems. They were reasons to abandon the purchase.

I worked on Kinetic through The Ashley Group from 2022 to 2024, beginning with an audit of the purchase experience and continuing through the redesign of the buy flow, campaign journeys, landing pages, and design system. The new experience launched in 2023. Internal reporting showed a 13% increase in conversion after launch.

This one started as a pitch.

I led the product and design portion of a broader audit of Kinetic’s online purchase experience. It covered eleven usability categories, 190 questions, and competitive reviews of AT&T, Spectrum, Google Fiber, and Square. The problems were not isolated to one screen. They formed three connected workstreams:

The pages that brought people into the experience.
The flow that helped them choose and buy service.
The experience for people whose address could not get service yet.

That audit helped win the engagement and shaped the next year and a half of work.

The buy flow kept coming back to one question:

What does someone need to see to trust the price?

Plans had previously lived in separate views, which made comparison difficult. We brought them together, pulled shared benefits out of the individual cards, and made the differences easier to scan. Monthly charges and one-time costs were separated. Equipment requirements appeared before someone could make an invalid choice. When a decision changed the price, the interface showed the change and asked the customer to confirm it.

No silent increases. No surprises waiting at checkout.

Buying home internet sounds like one journey. It is not.

Someone may be moving to a new address or staying where they are. The home may already have Kinetic service. The person may be a current customer or completely new. Fiber may be available now, arriving soon, or nowhere near the address yet. I mapped those paths through qualification, plan comparison, equipment, checkout, and recovery.

The less glamorous states received just as much attention as the main purchase flow. When service was not yet available, a person could register their interest without losing their progress. Their address and details could carry forward when fiber arrived instead of forcing them to begin again.

Kinetic also grows by installing fiber in new areas. Each expansion created a campaign that began before service was available and continued through launch. The experience had to build interest, collect leads, explain what was coming, and then move people naturally into the purchase flow once they could buy.

I mapped those campaign journeys alongside the core product experience. They were separate paths until the moment they could not be.

We tested the work with current and prospective customers across the purchase flow, fiber pre-ordering, landing pages, and new plan launches. Their behavior shaped the design. It influenced which hero concepts moved forward, where the primary action appeared on mobile, how prices were presented, and how much explanation people needed before they felt comfortable buying fiber.

Research was not one phase at the beginning. It stayed part of the work as the product changed.

Before the engagement, many of Kinetic’s digital surfaces were managed page by page without a dependable shared system. I rebuilt the design system for the residential marketing experience and buy flow using shadcn/ui and Tailwind as the foundation. Other designers worked within it while I maintained the larger system, reviewing new components against what already existed and helping keep the experience consistent as the work expanded.

The goal was not to make every page look identical. It was to keep eighteen months of shipping from becoming eighteen months of drift.

The redesigned purchase experience launched in 2023. Internal reporting showed a 13% increase in conversion after launch.

The site has continued to evolve since my involvement ended in 2024, but the core decisions remain important to me: make plans easy to compare, make costs easy to understand, and never hide the consequence of a customer’s choice.

I led product design across the audit, roadmap, landing pages, purchase flow, campaign journeys, and residential design system. I mapped the full experience across customer types and service-availability states, designed the plan and checkout flows, tested work with customers and prospects, and carried what we learned into later iterations.

I worked closely with Michael Ashley and The Ashley Group’s technical team, Lin in design, an outside SEO specialist, and Kinetic’s product, marketing, engineering, and research teams. The work reached production because all of those teams challenged it, added context, and carried it forward.