_WORK
_ ABOUT
_WORK
_ ABOUT
_WORK
_ ABOUT
_WORK
_ ABOUT

Growth design for IoT security device management

OVERVIEW

I led the strategic design updates of the Home Security tab of the Xfinity Home app, transforming a tactical content problem into a scalable user journey framework that drove feature activation and cross-sell conversion.

Role

Lead Designer

Duration

1 month

Responsibilities

Product strategy, interaction + visual design, component & system design, technical documentation

CONTEXT & Goals

The Home Security team launched new features (both free & paid) to draw in the existing Home Internet customers using other app verticals, aiming to increase conversions & user awareness.

The team's proposed solution was to add promotional and upsell banners, which would have created UI overload without addressing the underlying problems and goals.

New product features like Modem Motion Sensing and Home Modes were launched as free offerings to attract these existing customers and increase engagement with security features.

The goal was to increase subscription numbers, device sales, device activations, and daily customer engagement metrics, transforming single-feature internet customers into product-wide users.

The Home Security team launched new features (both free & paid) to draw in the existing Home Internet customers using other app verticals, aiming to increase conversions & user awareness.

The team's proposed solution was to add promotional and upsell banners, which would have created UI overload without addressing the underlying problems and goals.

New product features like Modem Motion Sensing and Home Modes were launched as free offerings to attract these existing customers and increase engagement with security features.

The goal was to increase subscription numbers, device sales, device activations, and daily customer engagement metrics, transforming single-feature internet customers into product-wide users.

The Home Security team launched new features (both free & paid) to draw in the existing Home Internet customers using other app verticals, aiming to increase conversions & user awareness.

The team's proposed solution was to add promotional and upsell banners, which would have created UI overload without addressing the underlying problems and goals.

New product features like Modem Motion Sensing and Home Modes were launched as free offerings to attract these existing customers and increase engagement with security features.

The goal was to increase subscription numbers, device sales, device activations, and daily customer engagement metrics, transforming single-feature internet customers into product-wide users.

The Home Security team launched new features (both free & paid) to draw in the existing Home Internet customers using other app verticals, aiming to increase conversions & user awareness.

The team's proposed solution was to add promotional and upsell banners, which would have created UI overload without addressing the underlying problems and goals.

New product features like Modem Motion Sensing and Home Modes were launched as free offerings to attract these existing customers and increase engagement with security features.

The goal was to increase subscription numbers, device sales, device activations, and daily customer engagement metrics, transforming single-feature internet customers into product-wide users.

Defining the problem

To solve these business and UI challenges, I proposed that we first take a step back to understand the fundamental user journey gaps that were preventing feature discovery and activation.

I gathered all the current designs, request updates, and other dependencies to ensure we understood the entire interconnected system of page states & features states and were aligned on scope.

There was a disconnect between the short-term asks to add more content and feature entry points, and the long-term goals to support users needs and help them navigate and engage with the product.

Collaborative work sessions and visualizations helped shift the conversation from "how do we add more content" to "how do we guide users through progressive end-to-end security adoption" and focus the team on creating scalability solutions that would support current and future needs.

To solve these business and UI challenges, I proposed that we first take a step back to understand the fundamental user journey gaps that were preventing feature discovery and activation.

I gathered all the current designs, request updates, and other dependencies to ensure we understood the entire interconnected system of page states & features states and were aligned on scope.

There was a disconnect between the short-term asks to add more content and feature entry points, and the long-term goals to support users needs and help them navigate and engage with the product.

Collaborative work sessions and visualizations helped shift the conversation from "how do we add more content" to "how do we guide users through progressive end-to-end security adoption" and focus the team on creating scalability solutions that would support current and future needs.

To solve these business and UI challenges, I proposed that we first take a step back to understand the fundamental user journey gaps that were preventing feature discovery and activation.

I gathered all the current designs, request updates, and other dependencies to ensure we understood the entire interconnected system of page states & features states and were aligned on scope.

There was a disconnect between the short-term asks to add more content and feature entry points, and the long-term goals to support users needs and help them navigate and engage with the product.

Collaborative work sessions and visualizations helped shift the conversation from "how do we add more content" to "how do we guide users through progressive end-to-end security adoption" and focus the team on creating scalability solutions that would support current and future needs.

To solve these business and UI challenges, I proposed that we first take a step back to understand the fundamental user journey gaps that were preventing feature discovery and activation.

I gathered all the current designs, request updates, and other dependencies to ensure we understood the entire interconnected system of page states & features states and were aligned on scope.

There was a disconnect between the short-term asks to add more content and feature entry points, and the long-term goals to support users needs and help them navigate and engage with the product.

Collaborative work sessions and visualizations helped shift the conversation from "how do we add more content" to "how do we guide users through progressive end-to-end security adoption" and focus the team on creating scalability solutions that would support current and future needs.

Visualizing complexity

To understand the new system we were creating, I mapped the activation states that users could experience across features, devices, and subscription levels.

This framework that outlined each user's state and their journey through awareness, activation, upsell, and management, identifying the gaps in the current experience, and revealing more opportunities for conversion and education we had missed.

This enabled us to design contextual experiences that provided the right information and actions across all types of users, based on their current subscription level, activated features, and device status.

Internet-only customers: Feature value & education New security users: Activation & subscription education Active security customers: Device management

To understand the new system we were creating, I mapped the activation states that users could experience across features, devices, and subscription levels.

This framework that outlined each user's state and their journey through awareness, activation, upsell, and management, identifying the gaps in the current experience, and revealing more opportunities for conversion and education we had missed.

This enabled us to design contextual experiences that provided the right information and actions across all types of users, based on their current subscription level, activated features, and device status.

Internet-only customers: Feature value & education New security users: Activation & subscription education Active security customers: Device management

To understand the new system we were creating, I mapped the activation states that users could experience across features, devices, and subscription levels.

This framework that outlined each user's state and their journey through awareness, activation, upsell, and management, identifying the gaps in the current experience, and revealing more opportunities for conversion and education we had missed.

This enabled us to design contextual experiences that provided the right information and actions across all types of users, based on their current subscription level, activated features, and device status.

Internet-only customers: Feature value & education New security users: Activation & subscription education Active security customers: Device management

To understand the new system we were creating, I mapped the activation states that users could experience across features, devices, and subscription levels.

This framework that outlined each user's state and their journey through awareness, activation, upsell, and management, identifying the gaps in the current experience, and revealing more opportunities for conversion and education we had missed.

This enabled us to design contextual experiences that provided the right information and actions across all types of users, based on their current subscription level, activated features, and device status.

Internet-only customers: Feature value & education New security users: Activation & subscription education Active security customers: Device management

Advocating for the user

The biggest challenge of this work was negotiating with product stakeholders to demonstrate how user-centered design principles would better achieve their business goals than the banner approach.

By connecting UX standards to conversion outcomes, I built stakeholder buy-in for the more comprehensive solution while establishing design team credibility for future strategic decisions.

I used competitive examples and UX principles to demonstrate how content overload reduces rather than increases conversion rates, which reframed design quality standards in terms of business impact: better user experience leads to higher activation and retention rates.

This helped transform a sometimes adversarial "design vs. product" dynamic into collaborative strategic planning focused on shared user and business outcomes.

The biggest challenge of this work was negotiating with product stakeholders to demonstrate how user-centered design principles would better achieve their business goals than the banner approach.

By connecting UX standards to conversion outcomes, I built stakeholder buy-in for the more comprehensive solution while establishing design team credibility for future strategic decisions.

I used competitive examples and UX principles to demonstrate how content overload reduces rather than increases conversion rates, which reframed design quality standards in terms of business impact: better user experience leads to higher activation and retention rates.

This helped transform a sometimes adversarial "design vs. product" dynamic into collaborative strategic planning focused on shared user and business outcomes.

The biggest challenge of this work was negotiating with product stakeholders to demonstrate how user-centered design principles would better achieve their business goals than the banner approach.

By connecting UX standards to conversion outcomes, I built stakeholder buy-in for the more comprehensive solution while establishing design team credibility for future strategic decisions.

I used competitive examples and UX principles to demonstrate how content overload reduces rather than increases conversion rates, which reframed design quality standards in terms of business impact: better user experience leads to higher activation and retention rates.

This helped transform a sometimes adversarial "design vs. product" dynamic into collaborative strategic planning focused on shared user and business outcomes.

The biggest challenge of this work was negotiating with product stakeholders to demonstrate how user-centered design principles would better achieve their business goals than the banner approach.

By connecting UX standards to conversion outcomes, I built stakeholder buy-in for the more comprehensive solution while establishing design team credibility for future strategic decisions.

I used competitive examples and UX principles to demonstrate how content overload reduces rather than increases conversion rates, which reframed design quality standards in terms of business impact: better user experience leads to higher activation and retention rates.

This helped transform a sometimes adversarial "design vs. product" dynamic into collaborative strategic planning focused on shared user and business outcomes.

Designing the ideal journey

For user onboarding & feature activation, we redesigned the empty states for each feature, to educate new users and create continuity across the experience.

With improved content hierarchy, users received contextually appropriate content and calls-to-action based on their possible next steps, and were guided towards progressive pathways for feature discovery and activation.

Promoting feature discovery

Empty states were added as opportunities to educate and showcase value. First-time users received tailored guidance on activating their free features that mimicked familiar UI patterns found across the app.

Separate but unified

Improving and standardizing our feature prioritization enabled us to create consistency & predictability across the experience, guiding users to the next step (or upsell) for each feature regardless of the current state of other features.

For user onboarding & feature activation, we redesigned the empty states for each feature, to educate new users and create continuity across the experience.

With improved content hierarchy, users received contextually appropriate content and calls-to-action based on their possible next steps, and were guided towards progressive pathways for feature discovery and activation.

Promoting feature discovery

Empty states were added as opportunities to educate and showcase value. First-time users received tailored guidance on activating their free features that mimicked familiar UI patterns found across the app.

Separate but unified

Improving and standardizing our feature prioritization enabled us to create consistency & predictability across the experience, guiding users to the next step (or upsell) for each feature regardless of the current state of other features.

For user onboarding & feature activation, we redesigned the empty states for each feature, to educate new users and create continuity across the experience.

With improved content hierarchy, users received contextually appropriate content and calls-to-action based on their possible next steps, and were guided towards progressive pathways for feature discovery and activation.

Promoting feature discovery

Empty states were added as opportunities to educate and showcase value. First-time users received tailored guidance on activating their free features that mimicked familiar UI patterns found across the app.

Separate but unified

Improving and standardizing our feature prioritization enabled us to create consistency & predictability across the experience, guiding users to the next step (or upsell) for each feature regardless of the current state of other features.

For user onboarding & feature activation, we redesigned the empty states for each feature, to educate new users and create continuity across the experience.

With improved content hierarchy, users received contextually appropriate content and calls-to-action based on their possible next steps, and were guided towards progressive pathways for feature discovery and activation.

Promoting feature discovery

Empty states were added as opportunities to educate and showcase value. First-time users received tailored guidance on activating their free features that mimicked familiar UI patterns found across the app.

Separate but unified

Improving and standardizing our feature prioritization enabled us to create consistency & predictability across the experience, guiding users to the next step (or upsell) for each feature regardless of the current state of other features.

OUTCOMES

This updates to the experience successfully established a scalable framework that enabled the team to design consistent, scalable experiences that supported both user needs and business goals.

The new empty states and contextual value articulation led to 12% higher activation rates for the new motion sensing feature.

With the new visual hierarchy and CTA improvements, we saw increased traffic to the Security device shopping pages and feature education pages. Our user metrics for the Security tab also increased, with more user engagement and increased satisfaction measurements.

This updates to the experience successfully established a scalable framework that enabled the team to design consistent, scalable experiences that supported both user needs and business goals.

The new empty states and contextual value articulation led to 10% higher activation rates for the new motion sensing feature.

With the new visual hierarchy and CTA improvements, we saw increased traffic to the Security device shopping pages and feature education pages. Our user metrics for the Security tab also increased, with more user engagement and increased satisfaction measurements.

This updates to the experience successfully established a scalable framework that enabled the team to design consistent, scalable experiences that supported both user needs and business goals.

The new empty states and contextual value articulation led to 12% higher activation rates for the new motion sensing feature.

With the new visual hierarchy and CTA improvements, we saw increased traffic to the Security device shopping pages and feature education pages. Our user metrics for the Security tab also increased, with more user engagement and increased satisfaction measurements.

This updates to the experience successfully established a scalable framework that enabled the team to design consistent, scalable experiences that supported both user needs and business goals.

The new empty states and contextual value articulation led to 10% higher activation rates for the new motion sensing feature.

With the new visual hierarchy and CTA improvements, we saw increased traffic to the Security device shopping pages and feature education pages. Our user metrics for the Security tab also increased, with more user engagement and increased satisfaction measurements.

Thank you to my teammates + peers for the collaboration, feedback, support and guidance (including but not limited to): Jinsook Bae, Brooke Chantrachuck, Stephanie Price, and Caleigh Norris, Allie Brown, Shalin P. & Nate Lombardi.