Client
NBC Comcast
Overview
At NBC Comcast, they can sell packages directly through their consumer site but can only talk about their packages for their business customers. Their business customers are greatly underserved by their website.
Client
NBC Comcast
Industry
Telecom
Service
E-Commerce Design
Design Strategy
Duration
6 months
The Challenge
I was asked to create a design for their website, which they wanted to convert into an e-commerce site. The first thing they wanted to do, and the most requested item from business customers, was the ability to upgrade their internet package.
The Solution
The UX was simple, but Comcast Business’s team lacked customer insight. Beyond their request, I developed a plan to track user purchase data for targeted marketing. The diagram below highlights key advertising opportunities based on user journeys. Additionally, I collaborated with Sapient’s creative team to enhance the design with animation and interaction, creating a 2.0 version of the site. This effort solidified Comcast as a long-term client, securing an additional year’s retainer.
The Result
By creating a streamlined UX for online subscriptions, Comcast received over 100,000 new customers within a year of launch, and an increase of over 9% in revenue (approximately $170 million).
