Case Study
Optimizing Comcast Business’ Buy Flow
Working on the Comcast Acquisition team, our goal was to optimize the sales funnel by improving the online shop and buy experience for new prospects. We iteratively designed to make the experience more seamless and digital, allowing customers to perform a wider amount of actions online without the help of a sales rep.
More in-depth information about the design process for each of these projects is available upon request.
Overview
My Role
Senior User Experience Designer
Experience audit and analysis
Competitive Research
Features Prioritization
User flows
Site mapping
White boarding
Wireframes
Skills Used
Time Frame
2020-2022
Experience Lead
Visual Designer
Product Manager
Copywriter
Content Strategist
Team
Tools
Figma, FigJam
Agency
Publicis Sapient
Buy Flow Improvements for New Customers
When we took on the project, the Comcast Business sales funnel and customer onboarding experience were very disjointed. Some actions were only available via sales reps, such as purchasing specific add-on products and transferring an existing phone line. Actions such as registering for an account or enrolling in auto pay and paperless billing required entering separate flows.
We worked on enhancements in two sections of the acquisition funnel. The first was everything prior to the confirmation page, or within the buy flow. The second was everything that came after the confirmation page, or post checkout.
The existing buy flow
The existing shop and buy experience when I joined the team
Post Checkout
Customers were encouraged to register for their account in a separate flow and then navigate to Auto Pay and Paperless Billing enrollment on their own after completing their purchase. The checkout flow itself did little to guide the customer through the next steps.
The experience was not digitally seamless and required a lot of input and effort from either the customer or a sales rep.
The updated Shop and Buy experience. This was the result of a series of projects over a year.
My Account Registration
The new confirmation page accommodated for customers who already had an account and those who needed to register.
The first improvement we made was adding My Account registration to the confirmation page, after a user has completed their purchase. Our goal was to encourage account creation without interrupting users during their purchase.
Research showed that 37% of users will abandon a checkout if they are forced to create an account. Offering delayed account registration was our solution to this, and would segue nicely into letting customers sign up for auto pay and paperless billing directly after.
Confirmation and My Account Registration pages before and after. In the new version, a user can register right away without leaving the page. Order details can be viewed in a modal.
Adding in Auto Pay and Paperless Billing
Building off of My Account Registration, our next step in the process was adding in Auto Pay and Paperless Billing enrollment into the buy flow. This project evolved in two phases.
Our first step was increasing awareness by clearly marketing the $10 Auto Pay and Paperless Billing discount to the customer, or the “Self Service Discount”
Next, we built enrollment into the confirmation page. This would allow the customer to receive the discount on their first bill
In the future, we seek to make auto pay a one-click enrollment by having the discount apply automatically prior to checkout.
The flow we chose provided the most consistent experience. Since the price stayed the same, the customer was less likely to feel like they were tricked or upsold during the flow.
Self Service Discount Considerations
Enrolling in Auto Pay and Paperless Billing came with the incentive of a $10 monthly discount. Working closely with the Product and Marketing teams, we had to consider where in the flow we would apply the discount. Previously, our prices did not reflect the discounted price, but the full price - requiring the user to do the math themselves. With the guidance of the legal team, we were able to show the discounted price across the experience, as long as we also showed the non-discounted “actual price” and provided a pricing explanation.
Initial Experience In the initial experience, we only had one callout to the Auto Pay discount in the cart, and none during Checkout. It was unclear to the customer how and when they could secure the discount, or that they had to set up their account first.
Phase 1 Update In Phase 1, we made the discounted price standard throughout the Shop experience. The customer was shown the price breakdown in the cart and checkout, and reminded of the price should they not enroll. We also made it clear that the customer had to set up My Account to enroll.
Current Experience In the current experience, we built on the previous improvements by actually letting the user sign up for Auto Pay and Paperless Billing right after they register for My Account. This created a more seamless process, with less confusion about how and when to secure the discount.
Phone Number Transfer
Previously, when a customer chose to transfer their phone number online, the order would automatically get routed to a sales rep for further assistance. With this project, our goal was to build out the capability for customers to transfer their existing numbers online, without the help of a sales rep. All of the most popular carriers were supported, such as Verizon in the example to the left, as well as any “Other” providers.
This project further digitized the sales funnel, allowing for more customer self-service when buying. It also benefited the business, by lightening the task load for sales reps.
Dynamic form allows a customer to select their provider, and input their number. A modal is available to tell them more about the phone transfer process. If a customer adds an additional line, transfer is automatically selected.
Offer Details Redesign and Add-Ons in Buy Flow
Concurrently with the AutoPay and Paperless Billing project, the Acquisition team updated the Offer Details page. Our goal was to create a more eye-catching design, while still retaining all the required information. The new Offer Details page would launch with the Auto Pay and Paperless Discount, so we needed to make sure the updated functionality sense with the new design.
Our core principles for this redesign were:
Focus on value: Include space to expand on the value of products and services, using video, photos, and copy
Promote configurability: Show the flexibility of offers, and explain the ability to configure plans with add-ons as needed
Easy to navigate and use: Make it easy for customers to understand everything about configuring a plan within the page, so they enter the checkout flow with knowledge
Using these principles, we came up with a more comprehensive and user friendly design. We brought greater visibility to add-ons by promoting them with an “Available at Checkout” module. We added visual interest to the page with photos, and additional context with videos.
Final Thoughts
As a result of these Buy Flow improvements, My Account Registrations increased by 7.5% from 2021, and +17% from 2020.
Auto Pay Enrollment was also up, +32% from 2021, with more customers overall are enrolled.
Lastly, digital sales continued to grow 10% MoM, which was was a great sign, as that was our main KPI for improvements.
See also: Comcast Shop & Learn