Tribe Fibre
Increasing broadband conversions with jargon free UX.
Tribe Fibre is an ambitious challenger brand built to disrupt UK broadband.
However, their legacy digital presence was actively stalling growth. Lost in a "corporate wash" of generic telecom technical jargon and complex pricing. Their interface mirrored the entrenched competitors they aimed to challenge. Without a bold, differentiated brand identity and a transparent, user-centric purchase journey, Tribe Fibre was struggling to communicate its true value leading to frustrated customers, eroded trust, and loss of conversions.
01 The challenge we faced
Our discovery phase revealed a critical, two-front problem: a forgettable brand and a frustrating user journey. Visually and tonally, Tribe Fibre was drowning in a "corporate vinalla white wash."
By relying on a safe, generic aesthetic and telecom jargon, they looked and sounded exactly like the legacy giants they were trying to beat, completely failing to capture their disruptive ambitions.
This lack of clarity bled directly into the user experience. Once on the site, customers were immediately overwhelmed by technical specifications, complex pricing structures, and obscured optional extras. The challenge wasn't just fixing a broken interface; it was completely unlearning the industry-standard way of selling broadband to build a bold, jargon-free differentiator brand from the ground up.
02 Tacking the problem
We tackled the brand and the build simultaneously. To shatter the sterile "corporate wash" of legacy telecoms, we introduced a disruptive art direction centered on stark, black-and-white monoline graphics created high-impact contrast against hyper-vibrant neon typography.
Beyond aesthetics, these illustrations acted as functional UI tools, using kinetic, hand-drawn arrows to intentionally break the strict digital grid and actively guide users' eyes toward key conversion points.
Strategically, we shifted the focus away from technical specifications, repositioning the core proposition around clearly defined user groups: Gamers, Students, Homeworkers, and Socialites. Using rapid Figma prototyping grounded in conversion best practices, we completely restructured the purchase journey. Instead of static product grids, we designed an adaptive "Advisor" model where the dynamic UI responds directly to user intent, simplifying complex pricing into a guided, intuitive flow.
Transitioning seamlessly into the build phase, we partnered directly with Tribe Fibre's in-house development team to build a scalable, component-based design system and simplified the content architecture within a high-performance CMS. Add-ons such as VOIP and WiFi extenders were contextualised within the journey rather than buried in menus. By automating package recommendations based on the user's profile, we created a frictionless, build-your-own journey that perfectly matched their new disruptive brand identity.
03 Key skills we used
Brand Strategy & Identity
Art Direction & Illustration
User Research & Discovery
UX/UI Design & Rapid Prototyping
Conversion Rate Optimisation (CRO)
Content Architecture & Design Systems
“The team at Rainmaker are epic!
They went above and beyond.”
Edward Durell
Managing Director
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