The Surfboard brand is the best-selling range of cable modems ever, with over 200 million units sold. I’ve had a great working relationship with this digital networking business for almost 15 years, through multiple owners (including Motorola, Google Mobility, ARRIS, and Commscope). After working with ARRIS on the initial relaunch of the Surfboard website several years ago, I was asked to lead the design of several new brand touchpoints – including a new site, a network configurator for use at point-of-sale, and multiple mobile apps for the B2B and B2C markets.

Because of the number of established competitors in the market segment, it was important to do a full analysis of competitor’s products and supporting apps. I spent a lot of time on the road gathering requirements and partnering with the engineering teams. One of the highlights was working on the UX to walk customers through the setup of a new flagship device. Minimizing the potential for user error was one of the most essential facets of the setup and monitoring process. A lot of work went into the establishment and testing of user flows, and the design of a new marketing site to support the purchase process.