Jane Jiang | Xfinity Entertainment Management Redesign

Entertainment Management Redesign

As the lead designer, I owned the end-to-end experience—initially collaborating with senior designers, then taking full ownership after a reorg—to deliver a more intuitive and engaging shopping flow that addressed key user pain points and business goals.

My role

Lead UX/UI Designer

Duration

Feb. 2023 - Aug. 2024

Team

2 Product Managers

2 Copy Writers

Engineer Team

Brand Team

Legal Team

Impacts

130K
Customers subscribe the service in 6 months

2%
conversion rate increased after Flex launched

262bps
Micro-step conversion increased in video customer page

Introduction

What is Entertainment Management?

Entertainment Management is a centralized platform that empowers Xfinity customers to easily add, remove, and manage their entertainment services—enabling a more personalized and seamless experience across their subscriptions.

The problem

The reasons behind

With more customers downgrading TV plans and budget-conscious users turning to streaming alternatives, Xfinity faces a growing challenge in retaining video subscribers. Halting the decline of traditional TV services has become a critical business priority.

Recently, more customers are down tiering and downgrading Xfinity's TV service. Potential customers with income constraints are choosing streaming service over traditional TV providers.

Watching TV shows, movies, video content is one of my favorite pastime entertainment activities

I enjoy binge watching because it allows me to catch up on all my favorite shows

Customers are saying

I’m always looking for ways to minimize costs and cut expenses

I’m willing to pay a premium for the best TV/ video viewing experience

The opportunity

Affordable, contract-free TV with flexible channels and built-in streaming perks.

Introducing a new package — Intro TV (later rebranded as NOW TV) — offering 40+ live channels, on-demand content, and 20 hours of cloud DVR, bundled with Peacock Premium at no extra cost. The experience also consolidates Flex TV equipment and introduces centralized OTT subscription management.

Research & Insights

Intro TV pack concept evaluation

To assess the viability of a new package offering, a quantitative survey was conducted with 1,596 consumers within the service footprint. The study aimed to assess the appeal of the proposed “Skinny” and “Large” channel packs, identify optimal pricing for the Intro TV offering, and understand its potential impact on both customer retention and new customer acquisition.

Channel Pack

High interest in both “Skinny” and “Large” packs.

Large pack favored for premium channels (e.g., Paramount).

Pricing

60%+ subscription intent across $10–$25 price points.

Peacock Premium increases consideration by 50%+.

Retention & Acquisition

Intro TV positively influenced both customer retention and acquisition, performing comparably across Xfinity’s product lines.

Intro TV positively influenced customer retention and acquisition, performing comparably across Xfinity’s product lines.

Dive into design

Current design analysis

Add the new Intro TV pack

Condense space for more OTTs

Explore modal for TV equipment

Tile size and layout design

Channel detail page modal

Avoiding too much white space

Mobile design first principle

The challenge

How might we add new features that not only establish consistent patterns across all steps in Buyflow, but also seamlessly communicating complicated offers to customers?

Solution 1 - Page restructure

Contains all features in one page and using overlay to minimize shopping steps

Breaking down 3 main features in the EM home page. Providing limited contents to introduce each feature, and enabling detailed information in the overlay page.

Solution 2 - Tile exploration

Tile template creation

Introducing the quick "add/remove" button in the tile for streamlined navigation, allowing customers to easily manage channels without navigating to detail page.

Solution 3 - Overlay page structure

Balancing feature pages and ensuring consistency

There are three different features, each with its own unique use cases. The challenge is to establish a layout that works well for all of them, making it easier for the development partners to build while ensuring a seamless, engaging, and easy-to-navigate experience for users. Also it's important to avoid overwhelming customers with too much content, so it’s essential to strike the right balance.

What's more?

Working cross functionally with constraints

The process was fast-paced and complex, with shifting requirements every week. When I took over this project, nothing was solidified, so I had to adapt the design to accommodate continuous changes. I developed over 40 use cases and supported the rebranding of the Intro TV package and the Flex TV box throughout the project. Although the project scope kept expanding, the timeline remained very limited. I still managed to deliver comprehensive solutions.

Solution 1 - Page restructure

Contains all features in one page and using overlay to minimize shopping steps

Breaking down 3 main features in the EM home page. Providing limited contents to introduce each feature, and enabling detailed information in the overlay page.

Solution 2 - Tile exploration

Tile template creation

Introducing the quick "add/remove" button in the tile for streamlined navigation, allowing customers to easily manage channels without navigating to detail page.

Solution 3 - Overlay page structure

Balancing feature pages and ensuring consistency

What's more?

Working cross functionally with constraints

Reflections

What I've learned

Think holistically

Effective design requires a holistic mindset, considering diverse perspectives, anticipating user needs, and actively collaborating with stakeholders to create well-rounded solutions.

Launch with imperfections

Product development often comes with constraints, so it's crucial to always have a backup plan in case certain features cannot be implemented at launch.

Go home

Next: NOW

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