Jiapeng Song
Experience Designer
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Cincinnati Bell

Website Redesign

My Roles

UX Strategist

UX Architect








Rapid Prototyping

The Ask

Cincinnatibell.com property was out dated, built on old technology and was not built for scale. It contained thousands of links and lots of them were not relevant anymore.  The look and feel was very 2000s and the site was not mobile friendly. As a result, it needs to be completely redone.


Clean up site content, simplify the site experience and increase online sales.


The site has not been updated since the early 2000s. It has lots of hidden pages, links and irrelevant content. We started a content inventory to get a better understanding of the site architecture.

We have also conducted UX audit to discover why conversions are low, how to enhance product search, why retention may be low, or any other issues users may experience. This exercise lead to the creation of a short-term roadmap.

We conducted card sorting exercise to better understand our users needs. Based on the content and UX audit we were able to finalize a sitemap for the site redesign. It also served as the content guideline in the process.

This responsive site is template and modular based so the client would have the ability to scale in the future. We created a fully interactive, responsive wireframe to help our client understand the wireframe better. This wireframe served as our key communication tool among content team, creative team, development team and client.

See full wireframe

The new site was launched in 2016

Live Site

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