Consumer Cellular

It all starts with a hypothesis.

Consumer Cellular serves millions of senior customers across the U.S. — but their homepage wasn’t doing the same level of service. I stepped in to redesign it with a focus on clarity, trust, and conversions.

Through analytics deep dives and various qualitative research, we discovered top user concerns such as:

• The homepage CTA “Shop Plans” felt vague and untrustworthy to first-time visitors.

• Visual clutter overwhelmed users, especially on mobile, for older demographics.

• Trust elements like “Free of Contracts” were vague and didn’t connect to user interest amongst promotions.

• “Free of Risk” language generated skepticism rather than trust amongst users.

• Users weren’t immediately aware of Consumer Cellular’s core offering

With that and a lot more data, I redesigned the Consumer Cellular Home Page with the approach of:

• Surfaced plan pricing above the fold to immediately communicate value

• Replaced promotional blocks with a simplified trust-first layout

• Consolidated scattered features into a single benefit-focused bullet list

• Rewrote microcopy across the page to sound clear, calm, and human

• Created a responsive hierarchy that performed equally well on mobile

With the collaboration of great developers, we translated a Figma Prototype to a functional web page using JavaScript and CSS and testing using Adobe Target and deep analysis with Adobe Analytics Integrations.

In the end
This project was a reminder that clarity always wins. By decluttering the layout and leading with trust, we turned a generic telco homepage into a focused sales tool — without adding a single pop-up, modal, or “limited time offer.” Just solid UX and strategy.