The Xfinity Mobile App
When Xfinity launched its by-the-gig mobile service, it hired Citizen to create a seamless, end-to-end experience, spanning device purchase, shipping, activation and set-up, and ongoing use. For a primary audience of Millennials, we created a playful, personified chatbot experience to keep customers in the loop on progress while their device shipped; an official app once their phones were up and running; and a trove of support articles for troubleshooting. With so many moving parts, I managed a content matrix that included all the copy for every aspect of the experience, including state variations, error copy, and more.
Skills: Experience strategy, content strategy, voice and tone development, copywriting, content management (copy matrix)
The first-use experience introduced users to the app’s main features and benefits.
Every step in the order and delivery processes spanned multiple channels to accommodate user preferences.
Instructional copy reflected Xfinity’s conversational brand tone, while helping users navigate the activation and set-up processes.
Dynamic.
The dashboard featured a personalized messaging system to help users keep on top of their monthly data usage, while content variations kept the experience fresh.
Guided.
Feature and benefit breakdowns helped users get the most out of their app experience—and service.
Supportive.
A library of helpful links and support articles ensured users were informed and empowered to solve whatever snags they hit.