In early 2018, my colleagues at PublicisSapient developed the first iteration of the 'Help Me Decide' tool for Xfinity. This wizard-style tool was designed to assist users in finding internet and TV packages that aligned perfectly with their online activities and viewing habits. Despite its high conversion rate, customer feedback revealed some usability and confidence concerns with the existing tool. To address these issues, I took charge of creating a comprehensive test plan to identify and tackle the key areas in need of improvement.
Certain sections, like the TV options, comprised multiple screens. Unfortunately, the progress meter failed to communicate this effectively, leaving users uncertain about the length of the process.
Although users provided details about their internet usage habits, the system failed to illustrate how those choices influenced the recommendations and why Xfinity would recommend one tier over another.
The generated recommendation from the system left users unsure if it was truly in their best interest, mainly due to the absence of pricing transparency throughout the process.
To ensure effective solutions, I conducted two rounds of concept testing, validating different approaches. Key friction points were identified: improving the progress meter, enhancing tier/pricing transparency, and illustrating how user choices influenced the recommended offer. Collaborating with Comcast's user research team, we conducted formal usability testing on the refined prototype. Insights from testing informed final adjustments to usability and content, preparing us for the production phase.
We added product sections to the progress meter to give users a better idea of what they had remaining to complete.
We added text to the page to indicate why a specific tier was being recommended, and the exact cost of that option. Users could change options and see the price update in real-time.
The offer page neatly summarized their choices, and showed other comparable tiers below the offer for comparison.
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