Launching Xfinity Mobile

A new vertical for a fortune 50 company.

Role: Lead designer
Strategic design, Service design, UX/IA design, UI and Interaction design

  • Challenge

    In a saturated wireless market, what would it look like for Comcast to extend its connectivity value proposition beyond broadband to include mobile?

    • The more Xfinity services a customer has, the more likely they are to stay (lower churn)

  • Insight

    Wireless carriers at the time were all competing on price, tiered data buckets, and relegating the end-user experience to phones and their OS.

    • Consumers don’t understand how much data, speed or coverage they need

    • A disappointing or negative service experience are leading drivers to cancel mobile service

  • Opportunity

    To launch Xfinity’s first mobile service while disrupting both the mobile landscape and how Comcast approaches the customer experience.

    Top line goals:

    • drive customer retention

    • bring value back to core broadband product

 

A truly cross-functional effort

For every initiative or capability I led, I was responsible for strategic service design, UX, and UI end-to-end across the customer and agent journey and across all channels.

 

Core team

I worked with members from this crew daily on every initiative, end-to-end.

Product Design
Content strategy
Research
Product
Development

Partnering teams

I cultivated relationships with stakeholders across partner teams, partnering at key touchpoints to gather requirements and feedback throughout the project lifecycle.

Legal
Partnering design teams
Risk (fraud & credit)
Policy
Look ahead strategy
Original equipment manufacturer (OEM)
Devices
Brand
Packaging 
Senior Leadership

 
 

My purview

 

💥

Breaking conventions in a saturated market

I partnered with product and design leadership to define a transformative strategy for a new kind of network–successfully launching a 0 to 1 product in a saturated market.

  • Experience impact maps end-to-end and cross-channel

  • Experience requirements

🚀

Launching MVP with core differentiation

We enabled Mobile as a new business pillar of Xfinity, centering the experience as the product. I was responsible for the UX/UI/IX for:

  • Digital join experience focused on the buy flow & checkout

  • Features across the My Account app (web & native Android, iOS) for service use and management

💫

Enhancing the experience

Post-launch, we focused efforts to stabilize our platform and design for scale.

I led the introduction of new capabilities to drive business growth, including:

  • Tablets & smart watch introduction

  • Bring your own phone strategy & experience

  • Real-time dynamic trust strategy & experience

🔮

Looking ahead

We identified new opportunities to meet consumer needs and spark new business growth, and built out a path to make the future a reality.

I led experience strategy and service design for Look Ahead initiatives including:

  • Xfinity Mobile for Business

  • AR Wifinder discovery

  • Conversational help strategy

  • Identity strategy

 

A new kind of network,
designed to save you money.

Powerful nationwide 5G network and millions of secure WiFi hotspots included at no extra cost.

Switch between data plans anytime to only pay for what you need, and mix and match for the whole family.

Xfinity Mobile website >

Download the app >

 

 Xfinity Mobile Experience Principles

 

Simplicity.

We deliver desired information in a touch, without confusing choices, and with design that naturally guides.

Transparency.

From service to usage, no mysteries. No more expecting the unexpected, we can always explain things with clarity.

Human.

From seamless support to language that’s conversational, we will deliver what people want and need with ease and care.

Peace of mind.

Nothing that confines, binds or halts. Just mobile that adapts to customers’ changing needs, at every touchpoint.

 
 
 

Bringing it to life across the experience 

 
 
 

Easy to understand, simple to sign up

I led the UX and UI design of the digital buy flow, cart and checkout experience for Xfinity Mobile’s launch, disrupting an industry that is traditionally sold care-first (in stores or over the phone) by leading with a digital-first experience. 

I prioritized clarity of the service and value, freedom of navigation, and pricing transparency at every step.

I partnered with research and dev partners every step of the way through launch, iterating based on user insights and prioritizing design excellence in dev delivery.

 

Customize your device, then add your plan

Transparency in what you owe today and monthly

 

Bringing your own phone to a new network

After launch, the team was focused on scaling Xfinity Mobile to a wide audience. 

We learned from research that customers were willing to spend for an unmatched service experience, but one of the biggest barriers to switching mobile carriers was the purchase of a new phone. So, we prioritized building the capability for customers to bring the phones they have to our network.

 
 

A phased approach

We rolled this capability out in phases, and I designed an experience strategy that scaled with our phased rollout. 

The scope of phase 1 was limited: customers had to visit a retail store and could only bring more recent iPhone models to their service. I had one sprint to design touchpoints across the experience for customers to learn about the new feature and check phone compatibility before heading to a store.

I led check ins with and facilitated alignment across marking, product, design and business SLT, development, Comcast legal team, and Apple legal team to ensure a unified point of view. 

I partnered closely with our research team to squeeze in some early testing to ensure our proposed solution resonated with users as well.

 

Check if your phone is compatible to bring to the Xfinity Mobile Network

To switch, bring your compatible phone to a store

 

Expanding to digital for all phones

Our first phase was a success, driving line adds, spurring the roadmap prioritization to allow customers to bring virtually any phone they have, without having to go to a store (checkout online, activate through the app). I partnered with one other designer to lead the experience strategy and execution of the end-to end experience. 

I evolved the experience to scale to include all device types, and enable customers to activate on their own, without having to call us or visit a store.

 
 
 
 

Outcomes

Switch

Breaking industry conventions and consumer expectations for what a mobile service can be, two thirds of customers joined through our first end-to-end digital experience.

4MM lines (Q122)

Grow

Mobile continues to bring value back to our broadband business, including 1 million additional lines added through our new experience.


$1000+ Annual added value (CLV)

Love

Mobile has steadily held the highest NPS across our portfolio of products, exceeding Comcast’s own scores to this day.

43+ Promotion Score (NPS)

Xfinity Mobile is the #1 ranking in customer satisfaction across all US mobile carriers (‘19-’20 American customer satisfaction index)

Evolve

Mobile led the way to reimagine what a product and customer experience could be at Comcast, paving the way for new verticals, and new customer experiences.

Comcast Business Mobile (2020)Xfinity Rewards (2021)Xfinity One Network (2022+)