Xfinity Mobile
Product Customization, Social Proof & Accessory Storytelling
Role: Strategy, UX & Creative Lead
Core Domain: Telecommunications E-Commerce, Retail In-Store / At-Home Omnichannel App, Conversion Rate Optimization (CRO), E-Commerce Merchandising & Content Strategy
User Journey Scope: Omnichannel Lifecycle (In-Store & At-Home Customization → Product Discovery & Social Proof → Interactive Accessory Storytelling & E-Commerce Monetization)
Executive Summary
During my engagement with Xfinity Mobile, I served as the sole UX Lead across three distinct initiatives designed to enhance customer acquisition, establish brand trust, and drive accessory monetization across omnichannel touchpoints.
The first initiative involved collaborating with the branding team to architect an interactive phone case customization app for both in-store fabrication and at-home delivery. The second focused on optimizing product pages through integrated customer testimonials to build social proof and word-of-mouth credibility. The third initiative transformed traditional e-commerce accessory listings into immersive, story-driven product experiences backed by user analytics and detailed customer journeys. As a hands-on UX lead, I generated all UX strategy deliverables, site maps, user flow diagrams, low- and high-fidelity wireframes, UI prototypes, and detailed technical specifications.
Technical & Professional Scope
| Categorization | Details & Competencies |
|---|---|
| Role & Focus | Strategy, UX & Creative Lead (Sole UX Designer executing end-to-end UX Strategy, Wireframing, Prototyping, Site Maps & Specifications) |
| Domain Scope | Telecommunications E-Commerce, Omnichannel Customization Apps, Social Proof & Trust Systems, High-Conversion Accessory Merchandising |
| Cross-Functional Stakeholders | Branding Team, E-Commerce Strategy Leads, Product & Accessory Merchandising Teams, Retail Operations, Engineering & Frontend Developers |
| UX/UI & Production Workflow | Low- & High-Fidelity Wireframes, Site Maps, User Flow Diagrams, Interactive UI Prototypes, UI Specifications & Developer Specs |
| Target Audience | New & Existing Xfinity Mobile Subscribers, In-Store Retail Shoppers, At-Home E-Commerce Buyers |
| Lifecycle Stages | Acquisition & Onboarding (Custom Phone Case App) → Trust & Consideration (Product Page Testimonials) → Monetization & Upsell (Story-Driven Accessory Journeys) |
Key Initiatives & Strategic Impact
A. Omnichannel Custom Phone Case Application
- Dual-Context Application Architecture: Partnered with the branding team to architect a custom phone case creation application supporting both real-time in-store printing/fabrication and online creation with direct-to-home delivery.
- UX Strategy & UX Deliverables: Engineered user experience strategy documentation, site maps, and user flow diagrams defining intuitive customization steps, photo/design upload paths, and preview flows.
- Prototyping & Technical Specs: Built low- and high-fidelity wireframes, interactive UI prototypes, and granular UI specifications for engineering implementation across kiosk and web breakpoints.
B. Social Proof Integration & Product Page Optimization
- Testimonial Strategy Framework: Concepted and structured dynamic testimonial integrations on core hardware product pages to foster word-of-mouth trust and validate purchase decisions.
- Trust-Building UI Layouts: Designed contextual quote modules, verified customer rating filters, and social validation components engineered to seamlessly integrate into product detail pages (PDPs) without disrupting core checkout conversion flows.
C. Story-Driven Accessory E-Commerce & Monetization
- Data-Informed User Journeys: Collaborated closely with the accessory merchandising team to analyze sales metrics and customer insights, establishing targeted user personas and journey maps.
- Lifestyle Storytelling Layouts: Shifted standard static accessory galleries into rich, narrative-driven commerce experiences that showcased product utility in real-world contexts.
- High-Impact Merchandising UX: Designed interactive feature callouts, lifestyle usage scenarios, and contextual upsell modules aimed at elevating brand excitement and increasing average order value (AOV).
Workflows & Governance
- 100% Solo UX Execution: Independently authored all UX documentation, site maps, wireframes, prototypes, and UI specifications from discovery through developer hand-off.
- Data & Insights-Led Design: Leveraged accessory team analytics and user metrics to inform content hierarchy, interaction patterns, and conversion touchpoints.
- Omnichannel Brand Consistency: Standardized interaction guidelines and UI specifications to ensure seamless transitions between digital web platforms and physical retail environments.
