Low-barrier sales platform in Neos with custom product advisor
Expertise
Tech Stack
Duration
Challenge
The previous website primarily served as a digital business card and reflected neither the consulting expertise nor the diversity of the product portfolio. The goal was to evolve the digital presence from a static product showcase into a lead generation platform that makes expertise and customer focus visible.
Solution
Our solution focused on lead generation and user needs. Since the technical expertise of decision-makers regarding internet and telephony varies significantly, we developed an intelligent product advisor. Through targeted questions, it recommends tailored solutions and explains in a transparent way why a specific recommendation perfectly fits the individual situation. This makes Plusnet’s consulting quality digitally tangible and strengthens its positioning—moving away from being an anonymous provider toward a partner with expertise and personality.
The low-barrier implementation according to WCAG AA standards ensures accessibility, while the direct Salesforce integration efficiently feeds leads into the sales process.
Intuitive Product Finder as the centerpiece of the website
At the heart of our development was an interactive Product Finder that functions as a digital consultant. The goal was to guide potential customers intuitively and personally to the right offer – without them having to navigate through the entire product portfolio.
The concept is based on three inputs: the desired product, company size, and address. Based on this information, users are automatically assigned to a target group. This allows the system to display not only the appropriate products and services but also supplementary content such as news, guides, or case studies relevant to that specific audience. In this way, the consulting process becomes holistic – ranging from product recommendations to in-depth editorial content.
The Product Finder also provides clarity in cases where a product is unavailable at a specific location or unsuitable for the user's needs: a recommendation text points out suitable alternatives and provides direct links. Complemented by recommendations from 'fictional experts,' the result is a user journey that simplifies the selection process, builds trust, and showcases Plusnet as a competent partner.
Strategic realignment for the ideal user journey
FigJam file of the Key Sprint
The joint strategy workshop marked the beginning of Plusnet’s realignment. Instead of abstract branding, the focus was on a concrete analysis of products, services, and the entire customer journey for various target groups. During this process, strategic goals were defined and a clear roadmap for implementation was established.
What makes Plusnet unique: The combination of high-quality telecommunications solutions 'Made in Germany' and 'Hosted in Germany,' top-tier customer satisfaction, and straightforward, partnership-based consulting. Their goal is not only to provide a reliable partner for companies undergoing digitalization but also to make the collaboration as pleasant as possible.
This is exactly where we derived the goal for the new website: transforming the often tedious process of choosing a provider into a positive experience. Instead of concerns like 'Will it work?' or 'Am I being ripped off?', Plusnet prioritizes clear, understandable user guidance that provides orientation and is engaging. This ensures that even small businesses and Small Offices / Home Offices ('SoHos') find the right offer quickly – and feel completely confident in their decision.
Moodboard & User Flow in Usability Testing
To validate the concept at an early stage, usability testing was conducted. The goal was to ensure that the moodboard communicated Plusnet's brand identity clearly and attractively, and that the resulting user flow led to a successful conversion.
Qualitative user testing was performed with two individuals from each of the three main target groups, using the 'thinking aloud' method and an individual interview guide. This approach made it possible to understand the thoughts, feelings, and needs of the test subjects as they clicked through the prototype. The insights gained led to targeted detailed adjustments that elevated usability to the highest possible level. For instance, this resulted in the idea of a 'fictional expert' to guide users step-by-step, as well as optimized copy that makes the decision-making process even clearer and simpler.
The first low-fi wireframe
Key Sprint as a springboard
The strategy workshop was followed by an interdisciplinary Key Sprint featuring a team of Technical Lead, UX Lead, UI Lead, Strategy, Product Lead, and the client. Within five days, a moodboard and an initial wireframe prototype were created, which were subsequently validated with test subjects.
The focus was on providing stronger support during the research phase, creating a modular website structure that can grow with Plusnet’s product evolution, and ensuring clear, intuitive user guidance with familiar interaction patterns. It was equally important to make the high standard of service and consulting directly tangible, allowing the website to function as a digital consulting service.
A core element of the wireframing process was the product advisor, which guides users step-by-step to the right solution. Complemented by a sidebar offering tips and expert industry insights, this creates a consulting experience that provides orientation, builds trust, and increases lead generation at the same time.
Inspired by Plusnet’s brand essence and strategic goals, we developed a modern UX concept and design that transforms the website into a customer-focused sales platform.
The design integrates the company’s brand values through a subtle color palette that keeps the focus on the content, combined with organic shapes and curves for a modern look. Accessibility is ensured through large-scale buttons and a clear, intuitive user interface. To make the brand more approachable, we integrated imagery featuring real people, allowing users to experience Plusnet as a reliable partner.
UX Concept & Design
Technical Implementation and Integration
The new Plusnet website is designed as a Single Page Application (SPA), which we realized using the Svelte framework. The choice of Svelte was deliberate: it not only offers an excellent developer experience but also ensures outstanding performance when updating the user interface, even with large volumes of data.
The application serves as a central element to determine the exact needs of visitors and create tailored, granular offers. For the backend, we rely on Neos as the CMS—a proven solution in our projects. While Neos typically outputs finished HTML components, the Product Finder works with structured raw data (JSON), which serves as the blueprint for the application.
Efficient content management for editors
We placed particular emphasis on intuitive content management. To make the work as easy as possible for editors, we implemented a visual preview of various data within Neos – allowing content to be edited inline as usual, rather than through abstract input fields. Additionally, we developed an importer that automatically migrated over 100 news pages from the old WordPress environment to Neos, saving the editorial team an enormous amount of time.
Furthermore, we conducted a two-day content workshop. In addition to Neos training, we restructured the content together with the client and developed tips for optimal page layouts. The editorial team also received practical recommendations on which of the extensive content elements are best suited for specific types of content. This ensures the website is not only technically powerful but also sustainably efficient to maintain.
FigJam from the content workshop with Plusnet
On-site content workshop at Plusnet
