Ebony Porter

This product announcement was developed to take over the Xfinity app and increase adoption in two-step verification.  This takeover was the first thing a user sees upon opening the app.  It resulted in 60K clicks in just 3 days, and assisted in adding 69K enrollments in the first week since launch.  

The content strategy was to emphasize a low effort on the user's part to ensure they feel empowered to take action. 

Requirements

Product needed us to develop a suite of screens announcing the arrival of a natively built WiFi hotspots flow. Customers can take a few quick actions, allowing their device to auto-connect to millions of secure WiFi hotspots. This is an important addition for Xfinity customers in that taking action means their device will auto-connect to secure hotspots with end-to-end encryption. From a content perspective, I needed to touch on the simplicity of setting the feature up, and what makes our secure WiFi hotspot network better than other public WiFi networks.   

Content strategy

Develop content that simplifies a process that's technical on the backend, involving industry terms that don't mean much to the user. The other challenge was how to position the content so the customer will take action, without too much fear or cognitive load going into the flow. 

Delivery

Rather than using "install" I used "set up." Rather than mentioning profiles, the industry term, I focused on the benefit of taking action, rather than the weight of technicality. The feature is sold as effortless, safe, and easier than ever to use. 

Requirements

Overview cards are shown to the user when opening the app. The only thing that may come before them is an alert about their service, or a product announcement, not shown again once dismissed. The overview cards stay for months at a time, and highlight ways in which customers can get the most from their plan and services. From looking to drive more interaction with family settings to announcing everything is faster with Xfinity Mobile, the cards showcase messages delivered in few words. 

Content strategy

Less is more. It's important from a content perspective to have mastery of the product, so the end goal can be distilled into as few words as possible.  Being minimal also takes translation into account, as much of the content is translated into Spanish and Italian. Both languages naturally translate word for word longer, taking up more design real estate, so every word matters. When writing call to action buttons, I ensure the words take the user to the place that's expected.

Delivery

Using a content first approach, I work closely with our visual designers from kickoff to delivery. Having that synergy allows us to work proficiently, and create great design. 

Requirements

Develop content for a flow in which users could "install profiles," allowing their device to auto-connect to millions of secure WiFi hotspots in a matter of seconds. Industry terms such as "install" and "profiles" were initially required and design was executed off of these must-haves. Weeks before delivery, a complete rework was requested, to remove all technical terms. This rework was content strategy at its best. It was also announced that the secure network we were connecting users to would be renamed from 'XFINITY' to 'Xfinity Mobile.' That also meant removing all references to a specific network.

Content strategy

Reduce cognitive load and confusion to the user by not mentioning the word "profile," or using the term "install," which often has negative connotations of something that takes up space on a device. I focused on what the user will receive once they take action, rather than what the technical process is to get them there. The screen headers and CTAs were also reworked. 

Delivery

A quick and straightforward flow, that provides the benefit to the user each step of the way. Below is the before and after. As any good designer knows, iteration is the secret sauce to great design. Even if it's in the final hour. 

Requirements

Advanced Security on the go provides protection for your device on unsecure WiFi networks - think airports or coffee shops - by keeping your data protected via end-to-end encryption, and blocking malicious websites. Android users were dropping out of the flow at an alarming rate of 84% after the first screen. They were also dropping out of the flow when asked for VPN permissions. Revisiting the content was key. 

Content strategy

Language in the first screen had been written by designers, alongside a heavy hand from the legal team. While I had to adhere to a portion of the legal language, I wanted to reinforce the feature's value, and separate the informative from the actionable copy. I also reworked the "I agree" CTA so it didn't read as a legal binding. A modal was also proposed as a 'catch them before they leave' upon exiting VPN permissions. 

Delivery

With a content first approach, I challenged the UX team to see if we had a callout box in our design system. If a user only reads the headline, callout box, and CTA, let's make sure they feel positive about taking action, and know exactly what to do. The headline also made an improvement, one that gives the user confidence to keep moving through the flow. Two screens were created for the purpose of A/B testing. 

For the VPN permissions failure modal, the content was kept minimal, opening with a headline that promotes everything we want our users to feel - total peace of mind. The blue callout box was used again providing clear directions on how to turn the feature on. After two weeks of implementation, the success of the VPN failure modal was evident and made permanent in the flow with an astounding 36% increase in enablement.  resulting in 36% higher enablement.