INDUSTRY:
Telecom
CLIENT:
NBC Comcast
ROLE:
Client lead and Lead UXD
SKILLS:
Relationship management, Strategy
Comcast Business
about.
At NBC Comcast, they can sell packages directly through their consumer site, but can only market their packages to their business customers. Their business customers are greatly underserved by their website.
challenge.
I was asked to create a design for their website, which they wanted to convert into an e-commerce site. The first thing they wanted to do, and the most requested item from business customers, was the ability to upgrade their internet package.
result.
The UX was straightforward, but Comcast Business’s team had other unspoken needs I noticed while working with them. Besides their request, I created a plan to monitor user purchase data for targeted marketing. The diagram below shows key advertising opportunities based on user journeys.
Additionally, I worked with Sapient’s creative team to improve the design with animation and interaction, creating a 2.0 version of the site. This effort secured Comcast as a long-term client and an extra year’s retainer.
results.
By designing a streamlined UX for online subscriptions, Comcast gained over 100,000 new customers within a year of launch and saw an increase of more than 9% in revenue (around $170 million).
