The Challenge

Next Day Broadband approached us with a clear vision for a modern broadband service built around flexibility, fast delivery, and simple setup.

The team had already started exploring the website themselves using Claude Code, but while they were able to build parts of the front-end experience, they were missing the powerful backend infrastructure required to support their actual business model.

The challenge wasn't simply to create a website that looked like a broadband provider.

Next Day Broadband needed a digital platform capable of handling recurring broadband subscriptions, product selection, postcode-based availability, delivery scheduling, customer orders, additional products, and checkout logic as part of one connected customer journey.

The experience also needed to support three different broadband products, each designed around a different customer use case.

At the same time, the business needed to serve customers who wanted broadband for less than the standard three-month minimum commitment.

The goal was therefore to build more than a website.

We needed to create a complete broadband subscription experience that could support the business model today while providing a scalable foundation for future growth.

The Solution

Turning the Concept Into a Real Subscription Platform

We built Next Day Broadband on Subbly, using the platform's subscription and ecommerce infrastructure as the foundation for the new digital experience.

This allowed us to move beyond the limitations of a front-end-only implementation and create a connected journey where product selection, subscription logic, availability, delivery, add-ons, and checkout work together.

The result is a broadband platform where customers can:

• Check broadband availability using their UK postcode

• Choose between different broadband products

• Select their preferred delivery option

• Choose a specific delivery date

• Review their selections before continuing

• Add relevant equipment and services

• Complete their subscription through checkout

The website now combines a modern customer-facing experience with the backend infrastructure needed to operate a recurring broadband business.

A Subscription-First Broadband Experience

Built Around Recurring Connectivity

At the heart of the project was the decision to treat broadband as a subscription product rather than a traditional one-time ecommerce purchase.

Each broadband package is configured as a digital subscription product, allowing the customer's subscription to begin from their selected start and delivery date.

All Next Day Broadband plans operate on a 3-month minimum term, followed by a monthly rolling contract.

This subscription model became the foundation around which the entire purchase experience was designed.

Instead of forcing customers through a generic ecommerce checkout, we created a journey specifically designed around choosing and activating a broadband service.

Three Broadband Products

One Platform, Three Different Use Cases

Next Day Broadband needed to serve customers with very different connectivity requirements.

We structured the product experience around three core broadband packages, each with a clear purpose and audience.

Everyday Broadband

Designed for standard home setups, Everyday Broadband provides a simple solution for customers who need reliable internet without complicated installation.

Everyday Plus Broadband

For customers with heavier connectivity requirements, Everyday Plus provides a higher-performance option for households with multiple connected devices, streaming, remote work, and more demanding everyday usage.

On-The-Go Broadband

The third product was designed around portability.

On-The-Go Broadband provides a portable broadband solution for customers who need connectivity while travelling, using a caravan, camping, working remotely, or connecting from locations outside the traditional home environment.

By giving each product a clearly defined use case, the website helps customers understand which type of broadband is right for them rather than asking them to compare technical specifications without context.

Postcode-First Purchase Journey

Making Availability the First Step

One of the most important parts of the new experience was the UK postcode validation system.

Broadband availability depends on location, so customers needed to know what was available at their address before moving further into the purchase process.

We therefore introduced a postcode-first journey where the customer begins by entering their UK postcode.

The postcode is then used as part of the availability and product-selection logic, helping guide customers toward the most appropriate broadband option for their location.

The result is a more personalised purchase experience:

Broadband Plan → Postcode → Availability → Delivery → Review → Add-ons → Checkout

Instead of asking customers to understand the entire product range first, the experience progressively guides them toward the most relevant option.

A Guided Subscription Flow

From Product Selection to Checkout

We created a dedicated subscription flow that breaks the purchase into clear, manageable steps.

After entering their postcode, customers can continue through the broadband selection journey and choose the service that best matches their needs.

The flow then allows customers to choose their preferred delivery option.

Customers can select next-day delivery or choose a specific available delivery date depending on their requirements.

Before continuing, customers are shown a summary of what they have selected.

This creates a clear confirmation point where they can review their:

• Broadband package

• Delivery option

• Subscription details

• Previous selections

Only after these decisions have been confirmed does the customer move into the final stages of the purchase journey.

The Add-On Funnel

Extending the Order Before Checkout

Rather than sending customers directly from broadband selection to checkout, we introduced a dedicated post-selection add-on funnel.

Once the customer has selected their broadband package, they can be presented with relevant additional products that can enhance their setup.

One example is the Next Day Extender Package, which includes an eero 6 Wi-Fi extender.

The customer can see the benefits of adding the extender, understand how simple the setup is, and then choose whether to add it to their package.

The experience highlights:

• Strong Wi-Fi in every corner

• Flexible coverage that grows with the space

• Simple setup

• Additional connectivity without unnecessary complexity

The customer can then choose to add the extender or skip the offer.

Only after this decision is made does the journey continue to checkout.

This keeps the primary broadband decision simple while creating a dedicated opportunity to increase the value of the order through a relevant add-on.

A Simpler Path to Getting Online

Removing Traditional Broadband Friction

Traditional broadband installation can involve engineers, appointments, drilling, waiting periods, and long-term contracts.

Next Day Broadband was built around a different proposition.

The website communicates a much simpler model:

Choose → Order → Receive → Plug In → Get Online

The service is designed around fast delivery and simple setup, helping customers get connected without the traditional complexity associated with installing broadband.

This positioning became a major part of the UX.

Instead of overwhelming customers with technical information, the website consistently reinforces the core benefits:

• Fast delivery

• Simple setup

• Flexible contract

• No complicated installation

• Easy-to-understand plans

• Direct customer support

Product Comparison

Helping Customers Choose the Right Plan

With three different broadband products, customers needed a straightforward way to understand which option was right for them.

We created clear product presentation and comparison experiences that communicate the most important differences between the plans.

Customers can compare the products based on factors such as:

• Speed

• Number of connected devices

• Coverage

• Portability

• Battery-powered connectivity

• Deposit

• Intended use case

• Contract structure

This allows customers to compare products based on real-world needs rather than simply looking at a headline price.

The result is a product experience that makes the difference between standard home broadband, higher-performance connectivity, and portable broadband much easier to understand.

Flexible Broadband Without Long-Term Lock-In

A Different Contract Model

A major part of the Next Day Broadband proposition is flexibility.

All plans use a 3-month minimum term followed by a monthly rolling contract.

We made this an important part of the website's communication rather than hiding it inside the terms and conditions.

The contract model is presented alongside the product information so customers understand the commitment before they purchase.

This helps position Next Day Broadband as an alternative to traditional broadband providers that commonly rely on longer-term contracts.

Contentful-Powered Support

Building a Scalable Support Centre

The website also required a support experience that could grow with the business.

We integrated Contentful into the Support section, creating a flexible content management system for support articles.

The support centre allows customers to browse and find helpful information about their broadband service, including content related to the different product categories.

The client can manage and expand these articles without having to rebuild the website structure every time new support content is required.

This creates a scalable support foundation that can grow alongside the product range.

Direct Customer Support

Making Help Available at Every Stage

For a service where customers may have questions about availability, setup, equipment, or their broadband package, self-service content alone isn't always enough.

We therefore added a floating contact widget that gives customers quick access to direct communication.

The widget provides:

• Phone contact

• WhatsApp contact

This means customers can move from browsing to speaking directly with the team without having to search through the website for contact details.

The result is a hybrid experience combining self-service support with direct human assistance.

Building a Second Broadband Brand

Temporary Broadband

The project expanded beyond the main Next Day Broadband website.

The business also needed to serve customers who required broadband for less than the standard three-month minimum commitment.

To address this audience, we created a second website:

Temporary Broadband

The platform uses a similar product and customer journey foundation but is positioned around short-term connectivity.

Instead of the three-month minimum commitment used by Next Day Broadband, Temporary Broadband is designed around a shorter-term rolling contract model for customers who need broadband temporarily.

This creates a broader ecosystem where the two websites can serve different customer requirements without forcing everything into a single brand proposition.

One Ecosystem, Two Customer Journeys

Creating a Clear Difference Between the Brands

Rather than building two completely unrelated websites, we created a shared foundation across the broadband ecosystem.

The underlying product and customer journey logic can remain consistent while the two websites communicate different propositions.

Next Day Broadband

Designed for customers looking for flexible broadband with a:

3-month minimum term → monthly rolling contract

Temporary Broadband

Designed for customers who need connectivity for shorter periods through a more flexible short-term contract model.

The visual identity was also differentiated through a different primary colour treatment, helping customers immediately understand that they are interacting with a separate broadband proposition.

This creates scalability for the business while keeping the customer-facing experiences clearly separated.

Design & User Experience

Making Broadband Feel Simple

The design direction was built around one central principle:

Broadband shouldn't feel complicated.

The website combines a modern visual system with straightforward messaging and a guided purchase journey.

The experience focuses on:

• Clear product hierarchy

• Strong use-case positioning

• Simple pricing presentation

• Postcode-first discovery

• Progressive purchase steps

• Clear delivery selection

• Product comparison

• Relevant add-ons

• Strong conversion points

• Responsive layouts

• Accessible support

• Transparent contract messaging

Rather than presenting broadband as a technical product, we designed the experience around the customer's reason for needing connectivity.

Someone moving home has a different requirement from someone working remotely, travelling with a caravan, or needing temporary internet for a short-term location.

The website reflects those differences throughout the journey.

One Platform. Multiple Connectivity Needs.

One of the most important parts of the project was creating a digital experience capable of serving multiple broadband use cases without making the customer journey feel complicated.

A visitor might arrive looking for:

Broadband for Home

They can explore Everyday Broadband as a straightforward home connectivity solution.

Higher-Performance Connectivity

They can choose Everyday Plus for heavier usage, streaming, remote work, and multiple connected devices.

Portable Broadband

They can explore On-The-Go for travel, caravans, camping, and connectivity outside the traditional home environment.

Short-Term Connectivity

They can move to Temporary Broadband when they need a shorter commitment.

Additional Wi-Fi Coverage

They can add an eero 6 extender through the dedicated post-selection funnel.

Technical Support

They can browse support articles through Contentful or contact the team directly.

Broadband Availability

They can start the journey by entering their postcode and finding the most appropriate available option.

All of these journeys now sit within a connected broadband ecosystem built around the Subbly platform.

The Technology

Subbly The core platform powering the website, subscription products, ecommerce functionality, recurring billing, customer journeys, and purchase infrastructure.

Contentful Used to power the Support Centre and provide the client with a flexible way to manage and publish support articles.

Custom Purchase Flow A guided subscription journey covering postcode validation, product selection, delivery scheduling, order review, add-ons, and checkout.

UK Postcode Validation A postcode-first availability experience that makes location the starting point of the broadband selection journey.

Add-On Funnel A dedicated post-selection experience for presenting relevant additional products such as the eero 6 Wi-Fi extender before checkout.

Customer Contact Widget A floating contact experience providing direct access to phone and WhatsApp support.

The Outcome

The project transformed an early custom-built website concept into a fully operational broadband subscription experience built around Subbly.

Next Day Broadband now has a digital platform capable of supporting:

• Multiple broadband subscription products

• 3-month minimum subscriptions

• Monthly rolling contracts

• UK postcode validation

• Location-based broadband selection

• Next-day delivery

• Specific delivery date selection

• Guided product selection

• Order review

• Relevant product add-ons

• Dedicated upsell journeys

• Integrated checkout

• Customer support content

• Phone and WhatsApp contact

• Multiple broadband use cases

• A separate short-term broadband brand

More importantly, the business is no longer dependent on a front-end concept that requires a completely custom backend to make the subscription model work.

Subbly provides the underlying infrastructure that connects the customer-facing experience with the operational requirements of a recurring broadband business.

From an AI-Built Concept to a Scalable Subscription Business

Next Day Broadband came to us with a strong idea and an early website implementation built through Claude Code.

The challenge was never simply to make the website look better.

The business needed a platform capable of supporting the complexity behind the experience — from recurring broadband subscriptions and postcode validation to delivery scheduling, add-ons, checkout, and customer management.

We built that foundation on Subbly and transformed the initial concept into a complete digital subscription experience.

We created three clearly positioned broadband products, built a postcode-first purchase journey, introduced delivery selection and order review, added a dedicated equipment upsell funnel, connected Contentful for scalable support content, and created a direct customer support layer through phone and WhatsApp.

We then extended the ecosystem with Temporary Broadband, creating a second customer journey for users who need connectivity for shorter periods.

The result is more than a broadband website.

It is a scalable subscription platform designed around how modern customers actually need connectivity.

One Platform. Flexible Broadband.

Next Day Broadband now has the digital foundation to support customers across home, work, travel, and temporary connectivity — while giving the business the flexibility to evolve its products and subscription model over time.

A broadband experience built around speed, flexibility, and a simpler way to get connected.

Building a Subscription Business That Needs More Than a Store?

We help ambitious brands turn complex business models into complete digital subscription experiences — from strategy and UX to platform infrastructure, ecommerce, custom purchase flows, integrations, and growth.