The Evolution of Entertainment Management - the TV & Streaming Service in Xfinity Sales Experience
Project overview
This project illustrates the past 1.5 years, the progression of the Entertainment Management, a platform that provides TV & Streaming shopping experience for Xfinity customers.
Team
I’m the lead designer and I collaborated with product manager, art director, copy writer, legal team and engineer team through different phases.
Everything starts with a few questions:
What is Entertainment Management?
Entertainment management (EM for short) is the re-imagination of Xfinity video on demand upsell experience. This experience will support current product catalogue of 90+ packages and will expand to handle TV equipments and future OTT products, like Peacock, Max and etc.
How does the general shopping experience look like?
What is the current experience?
Three-step experience that starts from Channel selection to TV equipment and Flex selection
What are some major pain points that customers are facing?
1️⃣
The three steps flow lacks a solid structure and intuitive functionality, which brings frustration in the shopping experience
2️⃣
Each page fails to deliver clear, concise contents, making it difficult for customers to fully understand the products and make the correct decisions.
3️⃣
The current EM page is visually misaligned, while its large components, particularly the purple sticky footer, make it not user friendly on mobile view point.
More research and insights:
We found from the market that
As streaming services offer more engaging and entertaining experiences, an increasing number of potential customers with income constraints are choosing them over traditional video providers. This shift poses a crucial challenge to the business.
Thus, retaining existing video customers has become important in halting the decline of traditional video services.
Next Step
In late 2022 the business decides to redesign current EM page and introducing NOW TV package(an affordable streaming bundle plus Peacock Premium), OTT feature and redesign Flex equipment
Why do we do it now?
The goals to achieve:
For Business
The new launch with great deal will enhance video value prop with a low-cost entertainment channel pack. Optimize conversion rate from video customers who downgrade Xfinity TV plans.
For Customers
Elevate Xfinity users a wholistic entertainment experience with more engaging streaming partner channels (such as Max, Starz etc.)
The problem to solve:
How might we add new features in Entertainment Management that not only establish consistent patterns across all steps in Buyflow, but also seamlessly communicating limitations to customers with complicated offers?
Opportunity Hypothesis:
Re-structure the EM experience, combine individual steps and sorting out to one page to reduce friction. (Adding more steps into the Internet customer experience could drive a 12% decrease in Buyflow conversion rate)
Adding search functionality in the OTT section, providing customers a smarter method in searching channels
Designing each feature into a modular component, making the system more manageable and scalable, allowing engineer team for easier updates and modifications.
Create templates to standardize the UI design by establishing a strong visual hierarchy that aligns with the design system.
Brainstorming ideas:
Wireframe
Mobile view
Desktop view
Diving into designs:
High fidelity designs
1. Contains all feature in one page and using overlay to minimize shopping steps.
Breaking down 3 main features in the home page. Providing limited contents to introduce each feature, and enabling detailed information in the overlay page.
2. Creating template for OTT tiles.
Introducing the quick "add/remove" button in the tile for streamlined navigation, allowing customers to easily manage channels without navigating to detail page.
Early explorations
Final template
3. Overlay page structure and UI template
Early explorations
Final NOW TV overlay page
Final Flex overlay page
Final OTT overlay pages
MVP Product
Mobile view
Impact
The launch of entertainment management redesign enhances Xfinity customer experience by providing a easy to use interface that offers a variety of entertaining contents. Additionally, after the Flex feature launched, it effectively increases the conversion rate from a business standpoint.
2%
conversion rate increased after Flex launched
130K
700
customer visits in the second half of 2023
subscribers are added daily
What I’ve learned:
Design holistically
The greatest challenge I’ve faced is realizing the critical importance of systematic design—not just in information architecture but also in visual design. Fragmented and inconsistent design leads to inefficiencies, frustrates customers, and ultimately increases churn rates. A cohesive and well-structured design system is essential to delivering a seamless and satisfying user experience.