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Prospective & existing Xfinity customers who wished to bring their own internet equipment (COAM) were limited in their ability to determine if their router or modem was compatible. This lead to frustration and dropoff.
To mitigate this, the business asked to add an inline compatibility checker during the buy flow.
Comcast, like most large organizations, loves its acronyms. COAM stands for Customer Owned And Managed and refers to any non-leased equipment — and in this context specifically a gateway, router, or modem
User Research
Foundational research from our business intelligence and research teams
Current UX
Compatibility messaging is not obvious
Equipment information is scattered and overly technical
Customers must leave the buy flow to research equipment compatibility
UX Recommendations
Add inline device compatibility
Add more digestible learn content
Fix usability issues in current COAM compatibility
Opportunities
23% of the HSD user base is COAM customers totaling 5.8M subs
Highlight Xfinity leased equipment’s increased convenience and compatibility over COAM
Journey audit
End to end mapping of Xfinity COAM customer journeys
To understand how COAM customers learn about, purchase, and manage their Xfinity services, I mapped out the existing landscape and highlighted the areas that would potentially be impacted. This allowed me to lead discussions with our product and business partners to mutually determine scope.
From this we determined that the focus for Phase 1 would be the checkout process (buy flow), and Phase 2 would be further rolling out this component to the Learn journey.
Use cases & IA
Determining the happy path and rainy day scenarios
When a customer purchasing services with COAM checks for compatibility, there are several use cases.
Their modem works on the Xfinity network and supports their services.
Not all modems are supported on Xfinity’s network and will fail on activation.
Some modems work on the Xfinity network, but not support the speeds a customer is purchasing.
Most modems are not a gateway — meaning, they also need a separate router to supply WiFi.
A customer could have both Internet and Home Phone, but not all off-the-shelf modems support voice.
Finally, a customer may wish to bring their own equipment but either not know what equipment they have or they are planning on purchasing their own equipment at a later date.
User experience
and visual design
