Tachus Fiber

When Confusion Costs Conversions. Redesigning Tachus's service qualification and checkout experience.

Services: UX & Product Design

Deliverables: Check out and Sign Up

Industry: Fiber Internet

Status: Live at tachus.com

Intro

For this project, Tachus came with an already established set of steps for checkout that, for technical reasons, could not be changed. My role was to ensure that the user could find delight within this framework.

The problem

Tachus's existing checkout flow was creating friction for prospective customers. After entering an address, users were routed through multiple service availability checks, including active coverage, future service areas, and waitlist opportunities. The experience was difficult to understand, leaving many customers unsure of their status or next steps. This confusion led to lower conversion rates and began impacting business growth, prompting a redesign of the service qualification and checkout experience.

The approach

To better understand where customers were experiencing friction, I mapped the existing checkout journey and documented the various service qualification scenarios. Working closely with stakeholders and engineers, I translated complex backend requirements into a user-friendly experience that clearly communicated service status and available next steps.

I created user flows, wireframes, and high-fidelity prototypes that simplified decision-making, reduced confusion, and introduced clearer messaging throughout the checkout process. I also designed supporting account management and service upgrade experiences to ensure consistency across the customer lifecycle.

Deliverables included:

• User flow mapping
• Checkout redesign
• Service qualification experience
• Account portal design
• Upgrade service flows
• High-fidelity UI prototypes

The Outcome

The final solution transformed a technically complex qualification process into a guided customer journey. By clarifying service availability states, waitlist opportunities, and promotional incentives, the new experience helped customers better understand their options and move through checkout with greater confidence.

The redesigned flow balanced business requirements with user needs, creating a more intuitive experience without requiring significant changes to the existing backend architecture.

Stats

Designed end-to-end checkout experience
Simplified multi-path service qualification flow
Created customer account and upgrade experiences
Balanced business constraints with user needs
Delivered production-ready UI in Figma

Impact:

While there is no specific public data, here’s what the various case studies and information online say:

The Financial Impact: Tachus's CFO noted that the update eliminated internal manual errors, realized "significant cost savings," and reduced processing overhead, allowing them to reinvest capital directly into scaling network fiber expansions.
The Results: By removing standard credit card fields and offering a one-click banking alternative, Tachus saw 30% of its customer base switch to bank pay.
The Financial Impact: Moving users away from percentage-based credit cards (typically 3%) to flat-fee banking alternative saved thousands of dollars per month on transactions, with ACH adoption steadily growing at 1.5% overall across their residential accounts.
Express Wallets (Apple Pay/Google Pay): According to broad checkout optimization data, adding express digital wallets boosts mobile checkout conversions by up to 10% to 20% because it completely bypasses standard form-fill typing.
Address Autocomplete: Utilizing predictive address APIs drops form completion time by 30% and reduces failed service dispatches by 15% (critical for fiber brands deploying physical technicians to homes).
Form Field Consolidation: Trimming down from an average of 12 form fields to under 6 (such as combining names or masking billing info) increases aggregate checkout conversion rates by up to 35%.