Xfinity app redesign
Evolving the app into a more intuitive and valuable experience.
The Xfinity App allows for customers to manage their service, troubleshoot, and interact with Xfinity Internet features like pausing the internet and setting up family controls to manage the WiFi. It is the center of the company’s digital ecosystem.
A a multi-year transformation that directly impacted the central touchpoint of the Xfinity ecosystem. Led a team of 5 to redesign the app, underpinned by a strategic vision which included merged three apps into one, creating features to manage connectivity, a new design system with visual evolution, and the migration of code from web to native.
CLIENT
Comcast / Xfinity
ROLE
Associate Creative Director
PARTNERS
Dev, Product, Business, CX
A three-year app strategy:
And a roadmap to get us there.
Vitals
- Overview intuitively redesigned
- Created “top actions,” which increased engagement by 20%
- Service status and help
Discovery
- Deep learn pages
- Contextual feature discovery
- Onboarding for new users
- Gained buy-in to build search
Growth
- Framework for shop destination
- Strategy for contextual upsell
- Search for new products
- Tiered product targeting
Start with the base features, vital for service
“I prefer to self serve so I can do things on the go. I like that the app allows me to take care of things on my own without having to wait for someone to help me. The improvements that have been made over the last year make everything very user friendly and I can control everything in one place.”
tNPS Survey, 2023
Lead with vital needs
Before
After
Responsibilities
Worked with the product leadership, engineering, and marketing teams to align on a strategy for the app. Responsible for team management, coaching, and creative direction and the design of the overall navigation.
- Designed a new content structure and navigation
- Creative direction & feedback
- Collaboration with product & dev teams
- Leadership for a team of 5 designers
- Coached Junior and Senior talent
Opportunities
Customers expect the language of the product to align with what they purchased rather than what the brand name of a feature is or the value promise. Knowing and researching the customers mental models and understanding their language increases performance and streamlines usability.
