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 design, Visual 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.
From its launch through August, NOW has sold
Internet + Mobile orders across 3 divisions
25k
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:
High everyday pricing
Difficult experience to set-up and use
Poor reliability
Current Xfinity shopping experience
Pain points
Xfinity brand has lower trust and value compared to most competitors
High EDP with less transparency and reliability
The lengthy linear shopping experience frustrates customers
and waste their time
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?
The solution
Simple and straightforward self-service
1
Easy-to-manage account
2
Simplified agent experience
