Device Insurance

How might we…

deliver a simple experience

for a complex feature

like insurance?


Xfinity Mobile Protection Plan

Phone insurance is table stakes in the mobile industry. As a new player in the space, we identified this feature as a fast follow to our national launch.

My role

I led content strategy for the end-to-end Xfinity Mobile product experience, including including high-visibility features like XMPP.

  • 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


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.

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.


Not surprisingly, the XMPP program evolved slowly as we worked to get clear on how to do the work, and how additional features intersected with our core value proposition. Discovery included a competitive audit to better understand what users expected and where we could differentiate, along with an impact audit that demonstrated where it might make sense to integrate device insurance with the existing experience.


As part of the content strategy, I negotiated legal requests and documented language guidelines that balanced business requirements with user needs. Since this was such a high-visibility feature, I led legal reviews with executive counsel members at Comcast Corp (Xfinity Mobile’s parent company) to settle on content that we could all live with.


The user journey of XMPP took many forms as we explored levels of intensity, areas of focus, and compromises with the legal team. Our early notion of a dedicated marketing page was quickly scrapped in favor of elegant, just-in-time details that would help users make a decision.


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