Design Sprint - Xfinity Mobile

When we got approval for an exploration project to improve the Xfinity Mobile marketing site, we decided to lean on the Design Sprint process to quickly generate, refine, and test our ideas.

My role

I collaborated with two designers and a product owner to create a research plan, generate comparative research, run expert interviews, and define our problem statements. I then co-facilitated an ideation workshop, refined concepts, and wrote copy for our prototype.

PROCESS

We used several research methods to better understand what worked (and didn’t) on our current landing and plan pages:

• Expert interviews with design, marketing, product, and development stakeholders

• Analogous and competitive audits of Learn experiences

• Synthesized data from Adobe Analytics

Based on our findings, we defined six key problems with the existing experience:

1. Our pages are a one-way conversation

2. Our pages are doing too many jobs

3. Users don’t understand By the Gig

4. Users feel trapped, so they call

5. We’re not built for promotions

6. Our landing page is ineffective

We held a stakeholder workshop to address these key problems and generate ideas. The workshop included an exhibit-style walkthrough of the problems, followed by several sketching sessions. After the workshop, we synthesized and refined the concepts to start working toward a prototype.

Outcomes

As a result of the Design Sprint, we generated buy-in across teams to build a new marketing experience with structural flexibility to accommodate promotions that could change quickly. The experience we created still serves as the main focus of the site.