Ryan Martin
Product Designer + Director

London
UK

Kitty Hawk
NC, USA

What

Client: Xfinity
Role: Design Director
Year: 2019–2020
Team: 4–12+
Duration: 9 months
Agency: Siberia

Project

Envisioning, defining and designing a cross-business Reward program for Xfinity.

Overview

Xfinity is a national US telecom provider that's part of Comcast. They provide internet, cellular and TV services, as well as services tailored to businesses.

As a trusted partner to Xfinity design leadership - I lead a project team to define the business opportunity and framework for Xfinity’s first loyalty reward program.  And to establish the foundations to unite Xfinity’s disconnected business lines into a single program that rewarded customer loyalty.

Roles

Team Leadership
Project Leadership
Vision and Strategy
Program Definition
UX Direction
User Research
Art Direction
Design System Extension
Line Management

Approach

The work was completed over a series of key milestones to inform the scope and investment. Starting with leadership buy-in, and then establishing the scale of the scope of the program, before receiving the greenlight to move it towards market.

001 / 003

Build the vision for leadership investment.

Our first phase focused on working with Xfinity Leadership to articulate a POV on why it was the right time to undertake this initiative - what it could mean for the customer, for the business and importantly how we were planning to achieve it.

We developed a POV and road to market for buy-in to Xfinity and Comcast leadership.

The vision included proof of concept user journeys, demonstrating how the program could connect the Xfinity ecosystem.

002 / 003

Establish the program mechanics

Not knowing the full scale Loyalty system, we created a point of view on key mechanics and requirements to drive planning and scoping for technology partners. Additionally this allowed to better judge the full investment and effort.

A classification approach to systematise all rewards

A system for understanding the mechanics around reward redemption

003 / 003

Define and design Day One

We joined a larger production team to help scope and design the day one experience based on the constraints we knew but and understanding of how we wanted th experience to grow.

We explored and extended the new Xfinity design system, whilst adapting and adjusting architecture to accommodate the new Reward touchpoints.

A cross-functional and cross-organization team came together to define the experience, a first for Xfinity.

We built navigation and curation mechanics to keep rewards feeling fresh and relevant.

We extended the Xfinity Air design system to accommodate reward various variables and states

We built a toolkit of parts that we were able to hand off to Xfinity account and design system teams for further definition, integration and production.

Outcome

Slowed by covid, but launched in 2022

Xfinity Rewards represented the first attempt, to unite disparate business lines and customer experiences into a single experience, through the mechanic of loyalty tiers and rewards and unified design system.

As a team we accelerated the project towards market, but covid delays meant the launch wasn't completed until mid-2022.