When Xfinity Mobile launched, customers could only sign up for the service by purchasing a new device. Our competitors offered a low barrier to entry by allowing customers to bring their own devices (BYOD) to their network and if we wanted to stay competitive, we needed to follow suit.
All BYOD experiences at the time required customers to go to a physical store to complete the transfer of service. Unlikes our competitors, we didn’t have as many stores in operation so we needed to think what a great digital BYOD experience would look like.
I worked with another product designer and a content strategist to create the best digital BYOD experience. I designed the flows, wireframes, and prototypes for this experience.
During our exploration phase, we found ourselves indecisive between two design approaches. My design focused on moving customers through the process quickly and the other version focused on a guided approach.
Straight to business, the landing page quickly highlights the value prop and lets customers get started. The IMEI check is the fastest way to determine phone compatibility. If their device is compatible, customers can proceed with logging into their Xfinity account to choose their plan.
The guided approach focused on easing customers through the process. The hypothesis was that asking directly for the IMEI would cause confusion and frustration among customers. Depending on the OS, Model, and Carrier, we’re able to determine if a device is compatible on the Xfinity Mobile network.
To simulate the BYOD experience as close to reality during usability testing, we asked participants to go through prototype to check their device compatibility and place an order for a SIM. Afterwards, we gave them a test phone and their “SIM that came in the mail” to observe them go through the packaging, inserting the SIM and activating their phone on Xfinity Mobile.
Abbreviated flow of the entire experience
Most participants had never seen a SIM card before and were unsure how to insert it into the test device. Majority of the participants said at this point, they would go to a store to get help with activation.
Most participants discarded the packaging immediately after taking the SIM out. The packaging had helpful information on what to do next. After inserting the SIM, the participants wondered if they were done.
Where we tested activating a “carrier locked” phone, all participants were unsuccessful and would’ve bricked their phone irl. We failed to offer the right information at the right time.
Overall, the experience didn’t instill confidence in the participants to be able to do this themselves. This was not what we wanted our participants to feel. We failed miserably.
We focused on the one aspect of the digital experience but overlooked the handoff between digital to physical to back to the digital experience. We synthesized our notes and started making adjustments to the design to build in better support and set clear expectations on what the experience is going to be from the onset. We also saw an opportunity with our packaging to improve it’s design to help guide the customers back to the digital experience for activation.
We shared our findings with the packaging team in NYC and worked with our VP of Design to get the package redesign work prioritized. We sketched out some rough drawings and passed them over to the packaging team and had them create a sample for our second round of testing to see if this improves the experience.
We incorporated significant changes to our BYOD flow by adding more guiding language and setting clear expectations on how the BYOD experience works from the onset. This project is live but has gone through a few iterations. The following designs are from the first iteration of the production experience that was released.
A dedicated landing page to learn about the benefits of bringing your own device to Xfinity Mobile. Priming customers for what to expect when they sign up for the program with clear steps and imagery.
Letting the customers know exactly what to expect from the onset so the whole experience is as effortless as possible.
Giving customers a quick entry point to check if their device is compatible on Xfinity Mobile. If people still aren’t convinced, sharing some value props on why Xfinity Mobile might be the plan for them.
Through a few questions, we're able to determine if the device is compatible with Xfinity Mobile. The information about the device captured in these steps helps us surface relevant information at a later point.
To help make the next steps smoother, we encourage customers to check in with their carriers to ensure their devices aren't locked to the carrier. We also offer customers to complete the rest of the flow in-store if they'd like.
Not all devices are compatible on Xfinity Mobile but for folks who are sold on the plan, surfacing the Trade-In service as an alternative option.
Customers have the option to choose their data plan (which they can change later) and choose whether they'd like to keep their number or get a new number. Once they add the SIM to the cart, they can check out their order
Once the order is placed, we surface some additional details on the confirmation page to help prepare the customer for when their SIM arrives in mail so they can be successful with bring their device on to Xfinity Mobile
This was one of my first big projects at Xfinity Mobile and it was an absolute pleasure working with my fellow designer Alex Nazzaro and content design Christiana Yiallourides. A shoutout to Alex Voorhees for being an incredible design lead, mentor, and for empowering us to build the best digital BYOD experience.
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