Client

Comcast

Role

Senior Art Director

Description

For Comcast’s Xfinity online shopping experience, customers were having a difficult time navigating the site and deciphering the dozens of packaged offerings.

“Help Me Decide” was created to be a friendly yet robust platform where Xfinity could ask direct questions using simple terminology rather than the industry lingo that was used in the site’s default shopping experience. Paired with an open, minimal aesthetic, the short set of questions helped the customers feel more informed and confident of their selection of packages.

Rapid prototypes and iterative user testing allowed for quick user feedback, allowing our team to validate and update designs in the same design cycle.

Results

Help Me Decide was initially released in two test markets yet the results were so overwhelmingly positive that Comcast fast-tracked the initiative for a full nationwide release after just two weeks.

Xfinity experienced a 52% increase in sales conversion over regular traffic, and a staggering 87% increase in video order volume (a vital metric for Comcast).

What was originally a more isolated tool, Help Me Decide has proven so successful that Comcast is interested in more fully integrating the experience throughout the Xfinity shopping site.

Credits

Nina Dinoff, creative director
Brent Caswell, sr associate/user experience
Kate Ünver, copywriter
Pramod Rao, digital product manager
Shoshana Pfeiffer, associate director/project management
SapientRazorfish, digital agency
Comcast, client