Comcast - Xfinity
Unlocking growth in a ignored and overlooked segment.
With people at the center of the product experience, data-driven design made becoming a customer and staying connected as easy and simple as the product itself.
Industry
TV, Internet & Home
Client
Xfinity
Working with client
4 years
Agency/Consultancy
Hero Digital
Context
I worked as the Experience Design Lead in a partially embedded nature with Xfinity to help launch and optimize a new tier of products that focused on a 'value seeking' or 'income constrained' demographics.
The Xfinity Prepaid product has seen rapid growth and evolution over a relatively short period of time. It has become a impactful case study both for the agency I worked with and on the client side itself.
Problem
Being a long term engagement we worked to solve many problems for Xfinity Prepaid over time starting with trialing a new customer CX for the product in market to launching nationwide and then growth of the product in recognition, sales, profitability and innovation for Comcast.
The 3 main problems we were faced with were:
Xfinity were struggling to gain any traction in internet offering for the Income Constrained demographic.
The original modems were being sold in-store and did not have a viable digital sales and account management solution.
The overall customer experience was not being prioritised due to how the product was being perceived at Comcast.
Objective
Validation of new product services (both physical and digital) that resonated with the target audiences and demographics. Once that was complete build on MVP, scale features and profitability/retention and recognition as a valid service line amongst other products at Xfinity.
Being income constrained does not mean a lower quality CX.
Design, launch and learn from product optimisations in market
Work with Xfinity to meet aggressive sales and retention targets every quarter.
Trial new ways to provide value and access to internet for the income constrained demographic.
Establishing empathy and alignment early.
This was an audience looking for great experiences without a contract.
By mapping the product frameworks and establishing key personas we were able to very quickly empathize and understand the needs of the users across all stages of the product journey.
A dynamic solution to selling Prepaid Internet online.
Incremental performance focused optimizations to the digital acquisition experience of xfinityprepaid.com
Increase in purchase CTR
Increase in service check success
Connecting the physical to the digital CX
A digitally-enabled in-store purchase experience was designed and developed for Xfinity Prepaid. The first-of-its-kind experience was built to meet core customers where they shop, grow sales channels, eliminate friction at point-of-sale, and minimize the need for sales team training.
Rethinking how the customer account is used and managed
+3% Increase in online refill flow conversion rate
...so that’s 250-300 incremental refills daily, or
Increase in annual revenue
Launching a 'self-serve' retail experience.
We were able to conceptualize, pitch and launch a retail program allowing users to check address and 'pre-activate' kits before checking out in big box retailers like Walmart, Target and Dollar General.
Our approach to Data Driven Design and better decisions.
By creating reporting analysis from a 'behavioral' perspective we are able to optimize of performance in an ongoing basis.
Results and outcomes
122%
Increase in products sold online
76%
Increase in overall refills
102%
Increase in online revenue
112%
Increase in retention of customers
"Hero Digital has been an incredible support system for Xfinity Prepaid over the past several years. Hero came on board with us when they were a small shop, called Delphic. Over time as the business evolved, they continued to invest and bring incredible value into our overall strategy - GTM, Positioning, Journey Design, Mobile and Digital excellence.”
Kohposh Kuda
