Comcast xfinity Ux
The content redesign that turned churn into cash
Xfinity had three interconnected problems. Users were churning. Checkout was failing. Technicians weren't showing up to appointments. Each looked like a separate issue. None of them were.
My job was to diagnose the content failures underneath all three—and write the copy that fixed them.
The brief
The existing content was functional and nothing else. A technician tracker that told users nothing in real time. A checkout flow that lost people at the moment of highest purchase intent. A plan builder that buried the value proposition under telecom jargon nobody outside the industry uses.
Users weren't leaving because they didn't want the product. They were leaving because the product wasn't communicating with them. Every drop-off was a content failure.
The challenge
I developed the content strategy and wrote the copy across three interconnected surfaces:
Plan builder: strategic copy testing to drive 5-year plan adoption
The most complex challenge wasn't the error states or the tracker—it was the plan builder. The goal: get users to choose the 5-year plan at a higher monthly rate over a cheaper 1-year introductory price. The copy had to make long-term value feel more compelling than short-term savings—without being dishonest about either option.
I wrote three variants testing different psychological levers:
Variant A — certainty framing:
Headline: One internet price. Guaranteed for 5 years."
Subhead: Save on rising internet costs with a 5-year price lock. No annual contracts. Cancel anytime.
Variant B — reliability framing:
Headline: The most reliable WiFi. No annual contracts.
Subhead: Save big with one internet price locked in for 5 years or save up-front with a 1 year price.
Variant C — aspiration framing:
Headline: Internet at the speed of life.
Subhead: Control costs with a 5-year price lock or choose a 1-year introductory price. No annual contracts. Cancel anytime.
The 1-year control copy was intentionally honest but self-limiting: "Introductory price. Yours for a year." The word "introductory" signals impermanence. The 5-year variants leaned into stability, certainty, and long-term value—each testing a different reason to commit.
Speed tier copy written to match usage reality rather than technical specs:
300 Mbps — Good for catching up on your email and streaming
500 Mbps — Work, video chat, stream, and learn from home on multiple devices
1 Gig — Power your entire home for gaming, creating, and working
2 Gig — Our fastest speed for the ultimate connection
The work:
Technician tracker: full real-time status flow
The tracker wasn't a single screen—it was a complete end-to-end content system covering every state a user might experience:
Every state required a different emotional register: reassurance when scheduled, urgency when en route, relief when arrived, empathy when missed, transparency when delayed. The technician's name appears throughout—because "your technician Joe" is a person, and "your technician" is a system.
The tracker wasn't a single screen—it was a complete end-to-end content system covering every state a user might experience:
- Scheduled: "Upcoming appointment — Technician appointment / Date and time: [date], 8:00–10:00am / Address: [address]" / CTA: Manage appointment
- En Route: "Your technician will arrive around 8:45am / Technician name: Joe" / CTA: Manage appointment
- Arrived: "Your technician has arrived / Technician name: Joe"
- Missed: "Looks like you missed your technician appointment" / CTA: Reschedule appointment
- Delayed: "Your technician is delayed — We're working on getting you a new ETA ASAP" / CTA: Manage appointment
Every state required a different emotional register: reassurance when scheduled, urgency when en route, relief when arrived, empathy when missed, transparency when delayed. The technician's name appears throughout—because "your technician Joe" is a person, and "your technician" is a system.
Session recovery: checkout abandonment intervention
Two A/B variants tested for the session timeout recovery module:
Variant A:
Headline: Let's try that again
Body: Your session timed out, but you can still place an order. To restart your transaction, please wait to be redirected to the home page or select the "continue" button.
Variant B:
Headline: Let's try that again
Body: Looks like your session timed out. To resume your order, please wait to be redirected or select the "continue" button.
Variant A acknowledges the disruption and reassures immediately ("you can still place an order"). Variant B is shorter and warmer ("looks like"). Both share the same heading—because "Let's try that again" is doing the emotional heavy lifting regardless of what follows.
Account page — retention copy:
"Get one month of free internet — Turn on autopay below to resume your service and get a virtual prepaid card equal to a month of free internet."
Two A/B variants tested for the session timeout recovery module:
Variant A:
Headline: Let's try that again
Body: Your session timed out, but you can still place an order. To restart your transaction, please wait to be redirected to the home page or select the "continue" button.
Variant B:
Headline: Let's try that again
Body: Looks like your session timed out. To resume your order, please wait to be redirected or select the "continue" button.
Variant A acknowledges the disruption and reassures immediately ("you can still place an order"). Variant B is shorter and warmer ("looks like"). Both share the same heading—because "Let's try that again" is doing the emotional heavy lifting regardless of what follows.
Account page — retention copy:
"Get one month of free internet — Turn on autopay below to resume your service and get a virtual prepaid card equal to a month of free internet."
Up to $2M in lost revenue recaptured through the session recovery module
Reduced technician no-show rates through proactive, real-time content communication at every status state
A/B-tested plan builder copy designed to drive higher-value plan adoption
Reduced technician no-show rates through proactive, real-time content communication at every status state
A/B-tested plan builder copy designed to drive higher-value plan adoption
The results
Content failures look like product failures until you look closely. Users don't quit because they don't want the thing—they quit because the thing stopped talking to them in a way they understood.
Sometimes, the most valuable UX writing isn't the copy on the happy path. It's the copy that catches people on the way out.
The takeaway
I help you build your brand so you can build the future
