Disrupting connectivity
A converged network concept.
Role: Design Director
Business design & Strategic design, Creative direction
A bit of background
In 2017…
We launched Xfinity Mobile, as a companion to, but separate from our core internet offering.
Customers have to have Xfinity Internet in order to buy Mobile, but they’re still separate products—bought, managed and used separately.
Today
Xfinity continues to take steps to unify digital experiences across the product portfolio.
But our hero products are still separate.
❌ Siloed Networks: Home Internet, Mobile, and WiFi hotspots have their own performance issues and don’t work together.
❌ Gated Access: Consumers have to wait for install to get access.
❌ Complex Attributes: Consumers are forced to choose how much speed, coverage, and data they need.
❌ Rigid subscriptions: Internet is tied to a home address, limiting personalization and introducing security trade-offs.
Looking to the future
We sought to define how Comcast could differentiate our flagship connectivity product in a saturated market.
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Challenge
Internet is everywhere, but the rules for getting and staying online are different across Mobile and Broadband, and the burden to find and keep the best connection is always on the consumer.
85% of consumers recognize that switching between wifi and 5g is work
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Insight
Consumer increasingly expect products to work together without having to stitch them together themselves, and when it comes connectivity, their behaviors underscore the need for a more powerful network performance.
Ecosystem Interoperability cited as adoption driver
Mobile & streaming devices drive 10x more data usage in home vs. computers
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Opportunity
Deliver a magically simple product experience designed for the future of connectivity
Top line business goals:
3X increase in Mobile lines
10% increase in Broadband relationships
Bridging business strategy and product strategy
In light of strategic shifts converging our product experiences, the business agreed there was a need for an innovation design team to spearhead this work.
I led the team, working as one with our product partners.
Design
Gina Swindler, Design Director
Max Whitehead, Sr Designer
Christiana Yiallourides, Sr Content Strat
Patrick Widen, Lead DesignerProduct & Business
Rui Costa, VP Product
Kohposh Kuda, VP Connectivity & Convergence
Josh Gerber, Executive Director
Phillip Le, Executive Director
Adam Trageser, Director
Technology
Colleen Szymanik, Distinguished Engineer
Teddy El-Rashidy, Principal WiFi EngineerResearch
Jess McGinley, Research Director
Our process
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Product vision
We developed a disruptive converged connectivity solution with an actionable MVE
I partnered with product to define a strategy and write requirements
Opportunity definition
Strategic narrative
MVE requirements
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Experience strategy
We mapped the new E2E customer journey, elevated experience requirements and identified gaps
I coached my team in experience definition
End-to-end journey impact map
Tech feasibility
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Design craft
Designed a concept experience vision for One Network
I worked hands-on to direct the vision concept
Key enabler definition
Consumer value research
Our innovation framework
We work as one with our product partners to identify & define new product concepts for differentiation
Through this process, we crafted a concept for a unified network.
Meet Xfinity One.
The first network to unite the best in-home WiFi and the most reliable 5G.
It’s instant
Get connected in minutes from anywhere.
It’s always on
Stay connected, no matter what happens when Broadband, WiFi and 5G work as layers of backup in the event of an outage or poor connection.
It’s intelligent
Enjoy the best connection no matter what you’re doing, automatically.
We brought the experience to life in key moments across the customer journey.
Discovering a new network
Today, it takes hours to sign up for internet and mobile service and days to get set up and connected. We designed an experience where customers can sign up and connect in minutes.
New customers can learn what makes the new unified network unique and how it works. When they’re ready, they can subscribe in just a few taps.
Identifying key enablers behind the scenes
As a part of this work, we identified key capabilities driving the experience for initial tech feasibility vetting to ensure we could make this concept a reality.
We discovered we could leverage app clip technology to understand two key things we needed to know about the customer to enable this super simple and instant connect experience.
1. Nearby connectivity health check
Understanding if there are enough network nodes near the customer to have a good connection without the need for additional hardware
2. eSIM detection
Understanding if the customer’s phone is eSIM enabled and eligible to download 5G access the moment they sign up
Instantly connected
After confirming network strength and eSIM compatibility in the background, we can auto-connect the new customer’s phone to the new network as soon as they subscribe.
As a part of this project, we also explored ways to simplify and expedite onboarding. I designed a simple experience for customers to bring their phone number to their new network, auto-connect the rest of their home devices, and share their subscription with family, friends or roommates.
Outcomes
The Xfinity One program inspired leadership across the company to make structural changes that championed innovation and created space for it to thrive.
Created consumer value alignment across product, innovation and technology teams
Emerging products & technology organization
Design innovation team
We are currently defining and validating an MVE experience that grants customers instant access to a unified network
3 key promises
25 customer proof points
32 super epics