Case Study · 03
End-to-end redesign of an NBN comparison flow — fixing compliance issues, improving the conversion funnel, and building the foundation for affiliate channel launch.
The existing broadband comparison journey had accumulated significant technical debt and compliance risk. Hardcoded pricing claims, speed-provider combinations that no longer reflected live availability, and savings statements that didn't meet Australian consumer law requirements had been flagged by the legal team. At the same time, the business wanted to launch an affiliate channel — but the current page architecture made white-labelling and tracking impossible.
Conversion data showed a significant drop-off at the results page, but there was no clear data on whether this was a relevance problem (wrong results), a trust problem (users didn't believe the data), or a UX problem (friction in moving from comparison to sign-up).
I ran a short discovery sprint covering: a compliance audit of all claims on the current page (pricing, speeds, savings language); session recording analysis to identify friction points; a competitor audit of how comparable platforms handled pricing transparency; and a technical review of the current CMS structure to understand what the affiliate integration would require.
Key findings: the drop-off was primarily a trust problem, not a UX problem. Users were landing on results with pre-filtered assumptions (e.g. hardcoded "fastest plan" labels) that didn't match their address or availability. Fixing the compliance issues — by making results dynamic and source-attributed — would also fix the trust problem.
A full product specification covering the revised information architecture, compliance requirements mapped to specific page elements, acceptance criteria for the legal team's sign-off, API specification for the live pricing feed integration, and the affiliate configuration schema. I also audited a designer's Figma prototype for content compliance before it went to development — catching three instances of disallowed language that would have required rework post-build.
Treating the compliance fix as an opportunity rather than a constraint. By framing the work as "build the right foundation for affiliate launch" rather than "fix legal issues," the project attracted more stakeholder support and budget than a pure compliance remediation would have. The outcome was a better product for everyone — users, partners and the business.
The NBN Service Qualification API (to verify genuine address-level availability) was scoped out of the initial release due to the wholesale aggregator access path being slower than anticipated. I'd push harder to include at least a basic availability check in v1 — the trust improvement from showing only genuinely available plans would have been significant, and the architecture was built to support it.