Xfinity App - Convergence Strategy
Discovering wether customers would prefer fewer apps or prefer an app for each service they have.
Background
Xfinity’s approach at the time was an app for each experience or line of business. This resulted in fragmentation across its customer journey, leading to confusion for their company and their customers.
Through research, we discovered that for the customers that use Xfinity’s apps, they’d call in more, leading us to believe that their apps aren’t doing enough.
Inability to solve this increased the problem year after year. Many teams tried to improve this, but failed. How could I, in leading this effort, succeed and begin to deliver a difference for our customers.
Role
Leading overall experience direction and strategy
Leading teams through vision work
Bringing together a broad set of designers, product, engineering, and business together to work through the problems, identify the opportunities and propose a solution that we’re continuing to test and bring to life for our users.
Presenting to leadership for executive buy-in
Working on a quarterly approach to bring to customers
In order to make sure that this approach included all the possible products for Xfinity customers, I brought in those products designers from across the country. Through several days of workshops, we worked together to understand each product’s customer journey, and began to identify potential overlaps & opportunities.
As we continued to iterate in the days after the workshop, we were able to create a unified promise that reached across all of Xfinity’s products: Simply connect people everywhere. Each user story was then gathered across similar need states, as well as navigation structures we then tested with users.
Partnership with business analytics and partner teams helped to reveal customer insights that uncovered further support for app convergence; helping to illustrate the benefit of things working well together, and when they did not.
Through a customer narrative, we showed how the applications could successfully be brought together, and connect with a customer at all stages of their journey. We explored an updated design language and content focused on value first propositions that further brought the application story to life
