Broadband Genie
Powering advocacy and acquisition for global brands in complex industries, across telecoms, financial services, energy and gaming.
The Challenge
As Broadband Genie expanded its product, editorial and marketing outputs, the visual language of the platform began to drift. Inconsistent colour usage, multiple shades of similar blues and greys, and varied styling across page types led to a fragmented and occasionally dated user experience, particularly within article and content-heavy pages.
From a UX perspective, this inconsistency reduced clarity, weakened brand trust and made it harder for internal teams and developers to maintain and scale the product efficiently.
The challenge was to bring cohesion back to the experience by establishing a more unified visual system that could work consistently across web, marketing and editorial touchpoints without disrupting existing functionality.
The Approach
By revising the article pages first I was able to get a handle on the styling pitfalls in a simple editorial format and begin documenting a design system that would modernise the user experience of various features, document the colours & fonts ths providing a stable set of designs to carry forward.
Best practice benchmarking and reviewing clickable prototyping with stakeholder enabled further refining before sticking to a structure that was signed off, documented and pass on to the developers.
Next I had to do a thorough colour audit of the site, looking at duplication, inconsistencies and usages. I reduced an inconsistent colour library of 85 colours to under 30 and created a design token system so the developers and marketing team could streamline the current site confidently.
Closing the loop I was able to go back to the article work and create a seamless flow of styling that updated the design system from which I was able to create an online version and pdf that could be circulated between teams.
After presenting to the wider team across many departments it was met with huge approval and has been used to plan the work ahead and have given multiple teams consistent direction across development, product, marketing and management and has reduced the inconsistencies that have historically arisen through lack of communication between internal and 3rd party silos.
The Outcome
The work was presented to a wide range of internal stakeholders across product, marketing, development and leadership, where it was met with strong approval and alignment. The refined design system provided a shared visual direction, reducing historical inconsistencies caused by fragmented workflows and siloed decision-making.
By introducing a rationalised colour palette, documented tokens and clearer styling standards, the platform now has a more modern, consistent and trustworthy user experience.
Internally, teams are able to plan and execute future work with greater clarity and efficiency, supported by a sustainable design foundation that enables Broadband Genie to scale its product and content with confidence.
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