How did unexpected user insights help Comcast re-engage customers and improve product workflows?
Comcast’s WiFi On Demand service experienced unexpected growth among various user demographics, including low-income users and former subscribers. Originally designed for business travelers, our research revealed that many users viewed the service as an alternative to traditional home internet, especially during life transitions. These insights provided Comcast with an opportunity to re-engage these customers with targeted payment plans, as well as enhance the product’s application interface to address key pain points and workflow inefficiencies.
Through buyer interviews, personas, user journey mapping, and surveys, I led a comprehensive research effort to understand these diverse behaviors and pain points. This informed strategies to re-engage key user segments and improve the interface design, ultimately increasing recurring pass purchases and expanding the service’s reach across underserved demographics.
Results Snapshot:
- Re-engaged Former Customers: Comcast developed targeted re-engagement strategies for lapsed customers who had switched to daily passes due to overdue bills. This included customized payment plans aimed at bringing them back into monthly subscription services.
- Enhanced Workflow and UI Efficiency: Direct improvements to the product’s user interface and workflow design were made based on the pain points identified during user research. These changes optimized the service’s overall usability and reduced friction in the ordering process.
- Increased Revenue from Underserved Demographics: Insights revealed untapped customer segments, leading to increased recurring pass purchases from previously overlooked user groups, including recent movers and transient users.
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