plan.com: website

Context and business problem

plan.com is one of the leading phone networks in the UK: a mobile network (MVNO) for business, with its own my.plan platform. I joined through the Halam agency, as a sub-contractor via Acclaim.

The business problem was conversion: the site had to make the plans easier to understand and lead more visitors to complete the contact form and the purchase form.

Users and their goals

• Business customers: owners and office or fleet managers choosing mobile plans for a team. Goal: understand which plan fits and buy or ask for a quote without friction. Pain point: plan details that are hard to compare and forms that ask too much too early.
• The client and the agency: a site that is fast, well structured and easy to change.

Constraints

• A three-level chain (client → agency → Acclaim → me), so decisions went through the agency.
• Working in an existing Webflow site and design, alongside ad-hoc requests.
• Changes had to ship without disrupting a live site that already drives sales.

My role and responsibilities

• Improving the user journey
• Webflow implementation and development
• Consulting on technical and architecture decisions
• Site optimisation: performance and structure
• Ad-hoc work for the client and the agency

Process and key decisions

1. Discovery: the journey to the forms

I mapped the paths from landing pages and plan pages to the contact and purchase forms and listed where the journey became unclear or slow. Based on analytics (GA4) plus heatmaps and session recordings.

2. Definition: clearer plans, fewer steps

I focused on two things: making the offer easier to read and compare, and removing friction on the way to the contact and purchase forms.

Decision: clearer plans and fewer steps to the forms.

Why: the business problem was conversion: more visitors completing the contact and purchase forms.

3. Implementation and development in Webflow

I implemented the changes in Webflow and handled the technical and architecture decisions.

4. Optimisation: performance and structure

I optimised the site’s performance and structure.

5. Validation

The result was visible in the forms: more completed contact and purchase submissions.

Where AI fits

I used AI to prototype journey variants and to speed up QA; final decisions were checked against heuristics and the client’s data.

Outcome and impact

A reworked user journey on the live site, plan.com: more completed contact and purchase forms, clearer plans and higher sales.

What I learned and what’s next

• In a sub-contract chain, short written decision notes kept the client, the agency and me aligned and saved rework.
• Next time I would set up measurement of form starts versus completions at the start, so the improvement can be shown as a number.