Comcast Xfinity - Jane Wolf

Background

Sapient partnered with the Xfinity Digital First team to revamp three consumer lines of business, Shop, Learn, and Service. The project involved an integrated team, including UI, UX, Development, Project management, copywriters, and business strategists. The project started with auditing existing work and looking at solution improvements.

The Problem Space

Xfinity created a large emphasis on digital in effort to reduce consumer conversions, and reduce call center volume. Potential customers were having a difficult time ordering service online and getting it setup, and there were problems in the sales funnel. They calculated that 70% of consumers that added a TV, Internet, or voice package to their cart abandoned it or needed to call for service. This extended to existing customers trying to get help with their accounts - such as changing plans, doing service updates on a router, or other tasks that could be self service.

Deliverables

Throughout the project, the goal was to create a new digital ecosystem for consumers on a new CMS platform. This included a content audit, as well as usability audit, wireframes, interactive prototypes, a design system that included CMS restrictions, and fully designed product pages for the initial Shop/Learn line of business. The CMS allowed team members to add content to the sites without a technical background (while following design and business requirements).

Audit

Site Map + Planning

Wireframing + Component Planning

Final Product Example

Results

The Xfinity team rolled out the website to 5% of customers to perform A/B tests and saw significantly higher levels of conversions with the updated website. The updated website has also allowed created a stronger focus on digital buy in through the organization and allowed the call centers to focus on providing a higher level of customer support. The digital first experience also allowed customers to change plans and find cost savings online, which increased brand loyalty and customer perspective.

Xfinity still uses the basis of this website as their CMS system. The rules created within the system by the SapientRazorfish team created a baseline for CMS management that enabled the Xfinity team to build new pages quickly. This also allowed the business teams to update the site and made page creation and updates smoother.