NOW by Xfinity is a brand new low-cost service aimed to accommodate different segments as a compliment to the Xfinity brand. NOW intends to mirror how they live their lives; efficiently, simply, and without sacrificing quality.

My role
Collaborated with 1 senior UX designer on the Sales flow - Wireframe, UX/UI design, and Prototyping

Team
Product manager, Copy writer, Engineering team, Legal team

Duration
5 months end to end

Impact

The NOW pilot officially launched on April 3rd, 2024, in Houston, Miami, and Hartford, with a full rollout in early May.

Research

Xfinity is facing new challenges with growth in recent years.
In Q2 2022, T-Mobile has surpassed AT&T and other competitors in
attracting customers who decide to leave Xfinity.
32% of Xfinity loss share is driven by 5G Internet in Q2 2023.

In the market strategy, Xfinity has these weak spots compare to FWA(fixed wireless access) competitors:

Current Xfinity shopping experience

Pain points

Define NOW users

The growing number of younger audiences, who are especially attracted to FWA and mobile substitution, price has become the primary switching motivator, this type of customers care about Flexibility and Utilitarian when they searching for internet service Xfinity decides to deliver. As a conclusion, the business decides to focus on the new target audience:

Value seekers

The problem

How might we create an easy-to-understand shopping experience that offers Internet, Mobile, and TV service at a lower price, enabling customers to efficiently manage their services and receive personalized support?