PRODUCT STRATEGY & DESIGN
CLIENT: OPTIMUM (ALTICE USA)
COMPANY: BASIC/DEPT®

Optimum (Altice USA)

For one of the nation’s largest telcos, poor B2C support was eroding loyalty and costing millions in lost revenue. We turned that around with a ground-up redesign of the customer portal—making it easy for customers to manage billing, troubleshoot issues, and access personalized support without ever needing to pick up the phone.

Challenge & objective.

Optimum’s old portal was clunky, complex, and left customers frustrated. Important billing actions were buried deep, causing missed payments and account issues. The challenge was to untangle account management and support into an experience that felt effortless.

Our objectives were to cut support calls by moving help to digital and self-installs, grow customer value through higher ARPU and new enrollments, and boost engagement by increasing monthly active users (MAUs).

Approach.

We mapped the customer journey into key friction points (billing, troubleshooting, account management) and identified where Optimum could deliver clarity and control. These insights shaped the product vision and set the foundation for design.

In partnership with PM and engineering, the now/next/future roadmap was defined from 0→launch, feature functionality was mapped and prioritized by feasibility and impact, and design was driven through multiple iterations tested with users across billing, navigation, and troubleshooting.

User testing confirmed the portal was intuitive, fast, and consistent. Customers completed billing and troubleshooting flows with confidence and flagged simpler copy was a key opportunity.

Execution.

The launch feature set was defined and prioritized with stakeholders and engineering leads, while flows were designed to let users manage billing, upgrades, and troubleshooting on their own. To ensure a seamless build, every element across every page was annotated in detail, capturing purpose, requirements, population method (API, taxonomy, CMS, or hard-coded), and entitlements for viewing, editing, or updating.

Results.

The redesigned portal put control back in customers’ hands, building trust through transparency and ease of use. They could manage multiple services in one place, troubleshoot with clear self-service tools, and complete tailored upgrade recommendations.

Our impact extended beyond B2C. We were later tapped to redesign and launch Optimum’s B2B portal, bringing the same clarity and usability to enterprise users.

Alexa Katz

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