NOW

UX Designer - Learn, Shop, Buy Journeys

NOW from Xfinity is a TV, Internet, and Mobile product that offers prepaid services with no term contracts or credit checks. Touching on Xfinity’s core lines of business NOW is an affordable alternative within the greater brand porfolio.

My role was creating the learn and shop experience for web and mobile platforms along with maintaining changes to the core product post launch. This required a deep understanding of the market space in which NOW was to exist in order to identify trends, common practices, and pain points to create a cohesive experience across the learn and shop journey.

Spring 2023

Phase One Branding and Launch of NOW TV

NOW TV

In Q2 2023, NOW TV became the first product under the NOW brand to launch, offering a combination of live TV, streaming, and on-demand channels. This was delivered through the existing Xfinity Stream App, accessible on Android, iOS, and smart TV platforms. With a flexible monthly subscription model, customers were able to replace traditional cable services with NOW TV, providing them with more control over their viewing options.

Key UX Challenges

Our primary challenge was introducing NOW TV to both new and existing customers, while ensuring it seamlessly integrated into the broader Xfinity brand ecosystem. As part of this effort, we needed to design an experience that not only highlighted NOW TV’s unique offerings but also communicated how it complemented other Xfinity services. We focused on cross-merchandising to position NOW TV as an essential part of Xfinity’s diverse portfolio of products.

Additionally, we had to remain responsive to customer feedback and needs throughout the launch phase, iterating on the design and user experience to address pain points. This ongoing feedback loop served as a foundation for the development of Xfinity’s internet and mobile services, which where set to launch in Q2 2024.