GCI had invested heavily in 5G communication, laying the groundwork for the next generation of connected experiences. In late 2019, they had partnered with Ericcson on the technology and towers, and crews could be seen around Anchorage upgrading various points of the network. But 5G was largely an unknown to the local market.
In early 2020 GCI launched their 5G network. GCI was not known for their quality service or innovation and was concerned about the big three wireless companies receiving more attention/market share despite GCI's extensive Alaskan infrastructure.
Users & Audience
In 2020 initial users would be early adopters living in Anchorage. As 5G coverage expands in Alaska so will the audience. This campaign was designed to be scaled statewide and well beyond the early adopters.
Roles & Responsibilities
I worked with an associate creative director, copywriter, project manager, and visual designer. I was the sole UX resource on the 5G team. Another Horizontal team is currently working on e-commerce with GCI. While at Horizontal Digital, I also worked on a number of smaller rollouts and various promotions for GCI. During March and April, the 5G team pivoted to working on COVID response pages for GCI and put 5G on the side burner.
Scope & Constraints
The project consisted of three phases specific to the Anchorage market which will be replicated statewide as 5G coverage expands across Alaska. The phases were as follows:
Phase One: general 5G service and network awareness, information, and benefits
Phase Two: awareness and introducing two versions of the first 5G phone
Phase Three: more offer-centric and less about awareness
Originally the timeline was driven by the tower light-ups and March Madness ad buys, but COVID rearranged that timeline for us. Another unique (constraining) aspect of this project was that GCI had no functional e-commerce on their site; users could put items in a cart, but the cart must be saved and purchases take place in-store.