Spectra rebuild its position in the market with website development (phase 1)

Spectra is an internet service-providing company that aims to create success for people through excellence. The internet service provider assists businesses and individuals in moving ahead and hitting their goals through their end-to-end optical fibre network. By offering cutting-edge futuristic technology at affordable prices to consumers across Delhi/NCR, Bangalore, Mumbai, Pune and Chennai, Spectra is set to revolutionise the Internet experience in India.   

Connecting businesses & individuals everywhere

Spectra has been in the industry for over 35 years. They continue to make the lives of businesses and individuals better by solving real life problems – enabling progress for a whole generation of Indians and people around the world. They have always been the travellers of the road not taken, and have done it with courage and conviction that solving real problems has a real lasting impact on people’s life and helps them fulfil their purpose.   Spectra recognized the need to strengthen its position in the competitive internet service and network market. To achieve this goal, Spectra joined forces with #ARM Worldwide, collaborating on a comprehensive platform designed to establish a prominent digital presence for the internet service provider.   Spectra decided that it wanted to rebuild its position in the current internet service and network market. Hence, Spectra and #ARM Worldwide came together on a platform to help the internet service provider company create a discernible digital presence.   

Challenge

Spectranet trusted #ARM Worldwide for its digital transformation journey. Their digital transformation expedition happened in 3 phases -  Phase 1: Rebranding of Spectra and adaptation of technology to handle products, locations, and mapping bringing their unique product line to the website Phase 2: Improvising performance and scalability of the platform             Phase 3: Redefining the business logic   Phase 1: Rebranding of Spectra and adaptation of technology to handle products, locations, and mapping bringing their unique product line to the website The initial phase of the web development journey focused on two key aspects: establishing a strong brand presence and upgrading to advanced technology. The existing website lacked user-friendliness and scalability, making it ill-equipped to handle the complex product mapping and location management required for both B2C and B2B customers.   Spectra's business model involved tailoring plans based on user residences rather than geographic areas. This approach resulted in a large number of plans being created, which proved challenging to manage and provided a poor user experience on their website. Recognizing the need for growth, Spectra had a unique vision that was supported by #ARM Worldwide to meet their specific business requirements.   The first phase in the journey of web development involved creating completely new brand awareness and upgrading to more advanced technology. In terms of technology, the existing website was not user-friendly, scalable and not adhered to handle the complex structure of the product mapping, and managing locations for B2C and B2B customers.   As per Spectra Business Model, the plans were tailored with respect to the user’s residence and not a geographic area, which led to the creation of too many plans. The wide range of plans per location was difficult to cater to and provided an unfriendly user experience to its website visitors. Spectra had a unique vision for growth, which was facilitated by #ARM Worldwide to cater to their business requirements.   

Strategy devised

During Phase 1, the focus was on revamping the website and web application to provide a more user-centric and seamless user experience (UX). To meet the technical requirements, the skilled tech team at #ARM Worldwide employed Drupal 8 with LAMP Stack. Extensive work was done to restructure Spectra's offerings, which involved various key changes.   Firstly, the B2B and B2C user journeys were redefined, shifting plan sales from offline to online through the website. A type-based search feature was implemented, allowing users to easily select their location and configure plans accordingly. B2C and B2B landing pages were incorporated into the web application to enhance the overall user experience.    Additionally, over 1 lakh dynamic URLs were added to provide easy access to the plans. To refurbish Spectra's brand image, the look and feel of the web application were transformed. Pay bill functionality was introduced, enabling users to conveniently settle their bills using either their CAN ID or registered mobile number. The implementation also facilitated the easy tracking of service requests. The tech stack employed included Drupal 8 CMS, PHP as the programming language. The server architecture followed a single-server architecture, utilising Azure as middleware for CAF generation. Furthermore, Git version control was implemented to enhance server change management.   #ARM Worldwide contributed unique solutions in the redesign process, particularly in redefining the B2B and B2C user journeys. For B2C, home locations were categorised into OWN Network and Partner Network, while B2B business locations were broadly classified into online and offline categories. The online category encompassed Broadband plus Business Broadband, while the offline category included the Leased line. This categorization resulted in a well-structured navigation system for users, making it easier for them to find relevant information and services.     Phase 2: Improving performance and scalability of the platform    The Problem   The Spectra website was not scaling to accommodate the influx of visitors and users, which hindered the performance of the website as well.   The website had unusually high drop rates.  The #ARM tech team identified the issue – the customer data was recorded by the Spectra Website in the final steps of the purchase journey. Since there was a lack of consumer data being generated, it snowballed into suboptimal customer conversion rates and lack of leads.   The Solution   To improve the website performance, a new API Based Structure was constructed using Drupal 8 for frontend. Through Drupal CMS, Static pages, Menus, and Reports were managed.  For backend, Laravel was used to manage the products and locations.  To balance the load on the site, a new dual server architecture was used for hosting web apps and databases. To remedy the aforementioned issue of high drop rates, the #ARM team reverse engineered a drop out journey for the users that leave without paying on checkout. Website B2C journey was redesigned to capture the user data on first step for the B2C users. Also, a separate page was created where the selected plan could be configured and payment could be made on the same.    Phase 3 : Redefining the business logic Challenges Spectra provides custom plans on the basis of a person’s locality (Building, Society, etc.) and not a predetermined geographical area. This led to permutation and combinations of numerous customisable plans for several locations, and eventually, there were over 4 lakh unique plans for just 1k+ home locations. Managing this data manually was neither practical for the team nor feasible for the client due to its copious time demand and the high scope of human error.  Solutions To streamline the process of selection of the plans for the visitors, our team developed a new user journey that asks the inputs from the consumer to display the most suitable plans for them. A successful attempt toward recreating a robust brand presence There was a significant improvement in customer conversion rate, thanks to the new and improved dropout journey and mail campaigns targeting dropout users. Lastly, the website was more scalable and had minimal performance issues, significantly improving the user experience.