User-Centered Design Generates Leads for Local Cable Company

Development Success Stories

Click! Cable TV is one of the largest municipally-owned telecommunications systems in the country. It provides cable and internet service to residents in Tacoma, Wash., and the surrounding areas. The cable company needed an updated user-friendly website that allowed customers to explore plan options, create their own packages and submit online orders from the convenience of their mobile device.

Research Drives Design

The team at GearLab, a division of SiteCrafting that specializes in user experience (UX) and data, started with research to better understand Click! customer needs and match those with business goals. Through workshops, usability testing, competitive analysis and iteration, the GearLab UX team created prototypes that outlined critical functionally and mapped cart flow.

Usability Testing Prioritizes Customer Needs

After design and development, we conducted a usability study to assess the success and failures of the user experience, and provide recommendations for website changes prior to the launch. Participants were tasked to sign up for cable or internet, or both, as part of the study. Participants successfully completed the task, resulting in a task completion rate of 100 percent. Using a scale of 1 – 7 (unlikely to recommend to likely to recommend) users reported a 6.3 in their likelihood of recommending Click! as a telecommunications provider.


The new website is mobile-optimized and equipped with a plan builder that seamlessly integrates with the front-end shopping cart experience and allows users to customize plans and complete orders online.