Comcast, the nation's largest cable provider, holds nearly a quarter of the pay TV market share. Despite its industry-leading position, Comcast recognizes the challenge posed by shifting consumer habits. Like other cable providers, Comcast is witnessing a decline in subscribers as consumers opt for online entertainment options, both free and subscription-based. This trend is driven by two key factors: the perceived value of a service compared to its cost and the convenience of accessing programming on laptops and mobile devices.
To remain competitive, Comcast knew it needed more than just incremental improvements to its existing product. It required a revolutionary change: a best-in-class entertainment system that could be accessed across devices, integrating traditional cable features with those found in premium online services. The result was Xfinity X1, which repositioned Comcast as an innovative, dynamic, and forward-looking company.
Xfinity X1 simplifies the user experience compared to the previous set-top box UI. It consolidates features and functions into a compact set of screens, reducing the need for users to navigate through multiple sub-menus, which had been a persistent source of frustration.
The new UI also creates a more differentiated and branded product through its architecture, visual design, and intuitive interactions. Informed and validated through a comprehensive evaluation process, it's device-agnostic, allowing users to access live TV, recorded, and on-demand programs whenever and wherever they want. When combined with other Comcast products, such as WiFi, Xfinity can expand into a "whole-home" service network, offering increased value and convenience that diminish many perceived benefits of cable alternatives.
Since its launch, over fourteen million homes have upgraded their Comcast service to Xfinity X1, making it one of the most widely used entertainment systems in the nation.
Role: Principal UX Designer