UX Content Strategist

Xfinity Mobile Content Strategy

Xfinity Mobile  Content Strategy


Create content strategy for end-to-end product features that upholds UX design principles amidst complex requirements and limitations.

My Role

I led content strategy for the end-to-end product experience, including several high-visibility product features after launch. The XMPP project is a good example of how I spent my time.


  • Conducted competitive audits for experience and messaging
  • Mapped all potential UX and content impacts on the existing experience, with recommendations for each
  • Created initial language for all impacts and scenarios
  • Wrote UI content and iterated with designers to meet all UX needs
  • Explored content and UX updates based on product and legal feedback, countered with recommendations where necessary to define a modified experience
  • Documented final content strategy decisions and legal requirements, catalogued final content for production

Content Strategy Challenges

Third-party fulfillment

Phone insurance was fulfilled (and, for Apple users, serviced) by a third party so the stakeholder base increased to include an additional product and legal team each from Apple and Assurant, with independent approval processes and workflows. Plus, limited control over the third-party environment meant we had to be very clear and thoughtful about communicating the boundaries of the Xfinity Mobile experience.

Uncharted territory

Phone insurance, already sensitive by nature, was the first add-on feature we designed for the Xfinity Mobile experience - so it came with a healthy dose of stakeholder interest, particularly when it came to the copy. We navigated the asks from partner teams to make recommendations based on our use cases.


Technical language

Complicated product names had been legally defined prior to design involvement in the project, and changed several times throughout the course of the work. Phone insurance also includes several technical concepts that we needed to navigate while staying true to our UX design principles.

Final language recommendations were specific, but conversational.


Xfinity Mobile Protection Plan was the first end-to-end feature we rolled out after the MVP launch. We learned how to navigate hyper-focused stakeholder expectations and defined a workflow that was modeled by future work tracks to make exhaustive and efficient updates to the product.

Before you joined Xfinity Mobile, they didn’t have a content strategy, but you were able to jump in quickly to make much-needed content revisions while creating a larger system that would sustain the quality of content across all platforms and communication channels. :slow-clap:
— UX Director, Think Company