Entertainment Genius

Year
2023
Services
UX Design
, 
Visual Design
, 
Content Strategy
Intro
An interactive in-store iPad experience that puts content front and center, helping customers discover the best entertainment package for their household—before ever seeing a list of plans.

Opportunity

As part of a larger company-wide initiative to shift from a package-first to a content-first approach, we completely reimagined how customers explore entertainment options. Instead of overwhelming them with pricing and plans upfront, we:

  • Analyzed Comcast’s entertainment packages to uncover key differentiators.
  • Designed a new content-led journey that personalizes recommendations based on viewing habits.
  • Built an intuitive in-store tool that connects customers with the right plan through the shows and content they love.

Role & Team

Creative Team

  • UX Designer (myself)
  • Associate Creative Director, Interactive Retail
  • Creative Director, Interactive Retail 

Dev Team

  • Technology Director 
  • Creative Technologist 

Collaborators

  • TV Editorial Director & team (for content strategy)

Stakeholders

  • VP, Digital Experience Design
  • VP, Retail Marketing and Merchandising

Deliverables

✅ Intelligent user flow & decision tree to match users with the best plan based on their preferences.
✅ A content-first UI designed using Xfinity’s enterprise design system for consistency.
✅ A native iPad app built for in-store use, enabling seamless interaction between customers and sales consultants.

Tools Used

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Approach

Content Logic

Plans

  • X1 Cable
    • Choice TV
    • Popular TV
    • Ultimate TV
  • NOW TV

Add-Ons

  • Premium Channels
  • Streaming Subscriptions
  • Xumo
  • Xfinity Stream App

Designing a Content-Led Experience

Smart Content Management (CMS Design)

We collaborated with the editorial team, who provided a monthly content spreadsheet. To streamline content integration, I:

  • Migrated the data to Airtable, transforming it into a dynamic CMS.
  • Used key metadata (title, key art, platform availability, streaming service, and category) to drive personalized recommendations.
  • Designed an experience that matches users to plans based on what they watch, how they watch, and their household’s preferences.

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Decision Tree & User Flow

Since there was no existing automated way to match users to plans, we built a manual decision tree based on two primary factors:
1️⃣ How they watch (Live TV, DVR, streaming, or on-the-go) → Determines plan type.
2️⃣ What content matters most (sports, news, movies, kids’ shows, etc.) → Filters available plans.

From there, users select specific shows they care about, and the system recommends a package that includes all their must-have content.

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Visual Direction

Existing Streaming UIs

Design Explorations

Final Direction

At the start of this project, we explored multiple design approaches, including:

  • The Xfinity native app
  • The Xfinity website
  • Various TV streaming UIs
  • The Xfinity Stream app

Ultimately, we chose to model the experience after the Xfinity Stream app because it closely aligned with our use case—an iOS-native streaming interface with brand-approved guidelines.

Xfinity Stream App
Early Entertainment Genius

User Experience: Connecting Customers to the Right Plan

Step 1: How Do You Watch?

  • Determines whether users need Live TV, DVR, or a streaming package.
  • Recommends relevant add-ons, such as:
    • The Xfinity Stream app for on-the-go viewing.
    • Xumo (a streaming box) for those who prioritize streaming.

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    Step 2: Does your household watch any of these?

  • Categories like sports, movies, news, and kids’ programming play a major role in plan selection.
  • If a user selects sports, any plan without sports channels is automatically eliminated.
  • Filters the next step’s content selection based on user preferences

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    Step 3: What does everyone watch?

  • Users see tiles of content based on:
    • Their watching habits (Live TV vs. Streaming).
    • The categories they selected (e.g., sports, news).
  • The system matches them to a plan that includes all their must-have content.

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    Step 4: Plan Recommendation (Resolve Screen)

  • Shows users their selected titles alongside a recommended plan that includes all of them.
  • Highlights potential add-ons based on how they watch.
  • Offers a Plan Overview page where they can compare all available plans.
  • Users can explore alternative plans, with unavailable content grayed out to help them make an informed decision.

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    One key insight from in-store testing was that customers distinguish between:

    ✅ Must-have content (dealbreakers).

    🔹 Nice-to-have content (bonus options).

    This distinction was crucial for building customer trust, so we designed the UI to make it crystal clear which plan included their essential shows.

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    Impact

    Leading with Content, Not Packages

    By flipping the traditional approach—starting with content instead of plans—we:

    • Created a more engaging and intuitive experience.
    • Helped customers discover the right plan naturally through their interests.
    • Shifted the conversation from confusing pricing tiers to exciting entertainment options.

    Driving Sales & Improving the Customer Journey

    📈 Showcased Comcast’s vast content library in a more user-friendly way.

    🎯 Simplified the plan selection process, making it easier for customers to find the right fit.

    💰 Enabled a seamless in-store sales handoff, jumpstarting the subscription process.

    Next Steps

    🚀 Develop a full buy-flow, replacing the manual sales consultant handoff.

    📱 Expand the experience beyond in-store iPads to the website, mobile app, and streaming platforms.

    📡 Adapt the model for other Xfinity services, such as internet and mobile plans.

    Future Expansion to other LOB

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