The Problem

Throughout 2018 I worked on a modular shopping model concept that gave customers full flexibility and control to shop for the services they wanted. In 2019 a trial for this model successfully launched, expanded, and fully adopted by Comcast's Central Division.

While the modular shopping model was a success, it was only adopted by one out of three Comcast divisions and was limited to only a plan builder page, leaving out a lot of the equipment and add-on customizations, which would have made the experience more robust. Through the Join Customer Journey exploration, we are aiming to work toward phase two of the modular shopping model with alignment from all three divisions while steering the Pricing & Packaging team in the right direction to provide a great experience for customers.

The Goal

To create and test a shopping experience that satisfies customers’ need for flexibility, control, and pricing transparency when buying services on xfinity.com. Expand on the modular shopping model's success in the Central Division and achieve adoption in West and North East Divisions while improving sales numbers.

Design Principles

Learnings from the modular shopping model trial as well as foundational research have given us the guidance needed to map potential customer pain points and create design principles that would solve for customer needs. We are using these principles to design an omnichannel join journey that brings the brand purpose to life: Make the connected life you love impossibly simple.

Flexible & Simple

Contextual

Foundational Research

Our research team provided us with an analysis that revealed a framework of mindsets and behaviors throughout the customer experience, along with service change triggers. These elements are meant to work together to inform potential customer behaviors and motivations when browsing the site, as well as inform product and content needs.

Join Journey Framework

Before jumping into wireframes, we wanted to create some realistic user scenarios, and we did so by mapping mindsets to segments and potential purchase decisions, so each flow had a well-defined goal.

User Flows

With the journey framework in place, we then proceeded to define each flow and started creating lo-fi wireframes and user flows while also identifying new site components and any dependencies for each. We also started to establish and document opportunities for testing.

The team started out by creating wireframes for three distinct concepts. On round one of user testing, we learned that all three shopping concepts resonated with participants and decided to create one cohesive experience that would satisfy our three customer mindsets.

Join for Free

Build Your Plan

Start With a Kit

Usability Testing and Goals

Over the course of a week, our research team ran ten moderated interviews focused on understanding customers’ needs, priorities, and expectations for joining a service provider based interactions on three distinct high-level concept prototypes.

Perception

Influence

Concerns

Testing the Prototype

We did two rounds of testing for the join concepts. For the first round we presented participants with three distinct prototypes: join for free, build your own package, and start with a package kit.

For the second round, I created a new prototype that consolidated these concepts into one. The consolidated design allowed us to understand how these concepts would interplay on a single experience as customers with different mindsets navigate and shop the site.

UX & Research Collaboration

The design team worked very closely with the research team to come up with testing scripts and identify key questions and ideas that we were most interested in gaining insights on.

Throughout the course of a week, we all actively participated in observing these research sessions while taking notes on a Miro board, later grouping them into themes, and identifying improvement areas.

Free concept improves perception

People want control over their plan

Participants dislike one-size-fits-all plans. People’s lives change, and so do their needs. Knowing they can customize at any point in their life-cycle helps them in their decision-making process.

People want guidance not selling

Participants saw value in the simplicity of build from scratch models and appreciated hints about discounts and starter kits as a way to save.

People seek out price first

Participants valued the “no surprises” approach. They also considered equipment-included plans that allow them to save through BYOD to be forthcoming and transparent.

What’s Next?

For this concept to reach its full potential we need to tackle our biggest hurdle: shifting the business' traditional selling strategy to use a more customer-centric approach. Ultimately, we want to improve brand perception and customer lifetime value by allowing our customers to shop how they want to shop. They want to buy services à la carte, not being forced into service bundles.

In partnership with our Product leads and the Pricing & Packaging team and our Senior Designer, I'm leading efforts to rethink how offers are built on the financial side. The ultimate goal is to create a simple, flexible, and enjoyable experience for customers while still hitting its business and sales goals and expanding on the modular model's success to Comcast's West and North East divisions.