Xfinity Move Experience
Project overview:
This project involved the comprehensive redesign of the Xfinity Move experience, aiming to improve usability and consistency. The scope includes updating the overall UI to align with the new branding guidelines and introducing new components to create a more intuitive and user-friendly journey for customers navigating the move process.
My role:
I’m the UX designer and I collaborated with product manager, art director, copy writer, legal team and engineer team through the whole process.
Understanding move experience first
From the research in 2022, there’re 3.25 million retainable move customers. Among those customers, 65% customers remain with Xfinity, meaning 1.15 million movers choose other competitors in their new home.
Why is that?
In an ideal world, When customers move, linking their old and new accounts through the "Linked Move Transfer" process ensures a smooth transition, retaining their preferences, billing, and account history. This provides better customer experience and strengthens relationships, avoiding issues like lost DVR recordings, billing disruptions, and increased customer frustration.
However, Comcast faces operational challenges such as higher call times, increased billing complications, and reduced customer retention due to a more complex and inconvenient process. There’re 97,000 annual moves (12,000 within the same region + 40,000 across regions in the same divisions + 45,000 across divisions) where linked transfers are not supported
Problem to solve:
How can we create a seamless national move experience for existing customers to improve customer retention rates?
Move experience user flow:
Pain points:
1. Inconsistent visual design
The Move experience still follows the outdated 1.0 branding guidelines, while the rest of the platform has transitioned to the updated 2.0 branding system. This inconsistency across the shopping journey creates confusion and delays, potentially frustrating customers and increasing the likelihood of them discontinuing their service with Xfinity.
Visual reference of current screens:
Out of Footprint Flow
Keep Same Flow
Shop New Flow
2. Unable to support linked move transfer
Many aspects will lead to an ending service: account ID and email address not transferred; Internet linkage lost; TV DVR recording lost, old equipments can’t be transferred, etc. All of the above will cause longer, more complex and less convenient process which leads to lower retention rate.
Opportunity 1:
Systematically implemented new components aligned with updated branding guidelines by Removing grey background color, standardizing spacing, button, icon size and colors
Enhanced accessibility with bolder, higher-contrast headlines
Streamlined components to strengthen brand identity by removing unnecessary illustrations
Refresh the UI designs
Enhance the overall look and feel of the move experience, provide greater flexibility for testing, and enable content updates within the Move Buyflow without development effort.
Goal
Dive into design:
New components align with new brand guidelines
Localization page
Installation page
Opportunity 2:
Providing new functions in linked move transfer experience
Adding a brief summary of customer’s current account service before making decisions
Enabling national equipment transfer for different regions/divisions
Goal
Reduce churn rate
Dive into design:
Your plan module on Keep same/Shop new page
“Does this model provide enough information for customer to make a choice? Are we missing any points or is this model relevant?”
Conducting user testing to validate the module's effectiveness
Key finds:
Over 70% of respondents valued a “snapshot” that captures a summary of their services would be a helpful addition in understanding their plans
67% customers found it beneficial seeing their Xfinity Rewards summary posted with their services
Most customers found that showing core services and total price are most important when making a decision about moving
After gathering user testing feedback, collaborating with product manager and developer team, I iterated on the module
When customers choose Keep Same when moving across regions/divisions, some customers will need to swap equipment and be informed about returning old equipments. The new page need to be created to complete the step.
New equipment component
Opportunity 3:
Generating promo opportunities to introduce more deals to customers
Adding component in the Confirmation page with promo message and visuals.
Goal
Customers in the Keep Same process have limited choices about their plan. We want to use the new ‘promo’ design to testify if a customer (Internet customers only) who Keep Same are interested in adding additional upsell items.
Dive into design:
2 potential placements of the promo banner
After discussions with the product manager and design team, we determined that placing the banner in the middle of the page would disrupt the flow of information on the confirmation page. This placement would also make it more likely for customers to overlook the banner.
We decided to use the second option - placing the banner at the bottom of the page.
Created a standardized template to streamline future marketing updates and simplify developer implementation.
Final design
The next step:
All the features have launched in Q2 and Q3 this year, we will monitor the new user experience satisfaction rate track the data of churn rate to validate the design solutions.
What if I was given more time:
In a marketing-driven environment with high requirements and tight deadlines, it would be more valuable to conduct extensive user testing on prototypes. This would help us better understand user needs and gather research feedback, providing reliable design solutions to discuss with stakeholders during decision-making.
What I’ve learned:
Modular design improves internal work efficiency
As UX designers, we don't just design for user needs—we must also consider how to work smarter and save time for other stakeholders, especially during internal collaborations. In B2C design, a modular approach provides flexibility for A/B testing while minimizing development effort.