Grounded in research. Four customer values shaped every decision: honesty, personalization, effortlessness, and staying a step ahead.
A cohesive, personalized way to set up any Xfinity product, built on choreo, a shared language for consistent experiences.
The welcome-back, a personalized home, and the Peacock reveal, from the working prototype. The full story follows.
Customers don’t buy products. They buy outcomes.
Activation was where Xfinity kept losing people: inconsistent flows across products, awkward handoffs between them, and conflicting messaging within them. Multi-Product Activation (MPA) reimagined onboarding as one guided, personalized experience, so a customer could bundle entertainment and internet and simply have it work.
Grounded in research. Four customer values shaped every decision: honesty, personalization, effortlessness, and staying a step ahead.
A shared approach to developing consistent, personalized, and holistic interactions across every Xfinity touchpoint, across products, between products, and within a single product. It gave dozens of teams one way to compose experiences that felt like one company.
Six teams and thirty people, aligned around one experience. I led experience strategy, UX and creative direction, and product requirements definition, bridging design, engineering, product, and program into shared ownership.
Choreo cross-team workshop in FigJam, timelapse.
We defined the goal state as two clear phases, Set Up and Connect, then built reusable Invite and Guide interaction modules so any product, device, or customer could move through activation on a consistent spine.
We proved the model on a real journey, activating Flex on the Xfinity App with XA support woven throughout: customer set up, device validation, device set up, and provisioning, each step net-new or significantly improved.
The Xfinity App guiding a customer through Flex set up, step by step, from “First, let’s set up” to a fully connected home.
Voice-guided activation micro-interactions: listening, processing, and activating, with XA support throughout.
The 10-foot TV experience: profile and avatar selection on X1 and Flex, in the refreshed Lightning UI.
Real activations stall: a system outage, a step skipped, a customer who jumps to another channel. We mapped every pivot and designed graceful recovery, nudges, reminders, and XA support, so every route still led to a successful outcome.
The prototype turned setup into a warm, personal moment: a welcome-back that remembered the customer, an order confirmation that felt like a reveal rather than a receipt, and a glimpse of Peacock brought forward to make the value tangible from the first tap.
The polished Flex activation flow, personalization, and the value moment, straight from the working prototype.
Hover to pause · click any frame to enlarge
The vision pushed provisioning left, out of the customer’s way entirely, and imagined multi-sensory, spatially aware setup: 3D and LIDAR mapping for optimal gateway placement, a WiFi visualizer, and sound, color, and haptics to communicate progress inclusively.
Sound, color, and light communicating progress and connection, inclusively.
Self-install tNPS lift
xFi App adoption (28 to 49%)
On-screen success rate (up 10 pts)
Flex connects
Beyond the experience, MPA and choreo drove hard operational and financial results across the activation base.
Choreo gave many teams a shared language, and turned the hardest moment in the customer journey into a reason to stay.