xfinity wifi activation

93% of consumers consider WiFi a utility as crucial as water and electricity (Deloitte’s Connectivity Survey 2023). Yet installing home internet rarely feels simple — that’s why my team was assembled to rethink what’s traditionally been time-consuming, frustrating, and dependent on a technician into a clear, easy-to-understand process. I worked as one of two content designers across 30+ teams and 100+ screens to make a plug-and-play WiFi self-install for hardwired home internet (the first in its industry), which was brought to life in the Xfinity app and supported across many customer touchpoints.

— WHAT I DID

  • Research & findings report

  • End-to-end content strategy

  • Content development

  • Messaging toolkit

  • UX playbook

  • Instructional video/packaging

  • Award submissions

— TOOLS

  • Figma

  • Ballpark

— FOR HOW LONG

  • 8 months for MVP

  • Additional work over the course of the year

20 min

the average time to complete setup and get online

How we started

3.5 min

the average time to complete setup and get online

How we improved

26%

of new customers cancel each year before finishing their self-install

92%

the self-install success rate since our launch in Nov ‘25

30%

of eligible customers don’t use the Xfinity app to install WiFi

90%

of customers initiated their self-install within the app

This was one of Comcast-Xfinity’s first time collaborating on such a large scale. If you want a digital experience from such a large organization to sound like it’s all coming from the same voice, it’s important to have all the right teams brought into the conversation, rather than siloed.

And the proof is in the call times. Feeling more confident in getting online without assistance, customer calls during self-install have decreased by 20% since launch.

Since then, we’ve been applying our way of working and the activation content framework to other projects. I even developed a messaging toolkit to share with others internally to understand the data, strategy, glossary, examples, etc. of what made up our project.

for movers

Then we took WiFi activation a step further, to rethink how our new experience can be applied to customers transferring their Xfinity service to a new home.

for swaps

Then we expanded it to any sort of customer switching out their Xfinity WiFi equipment. How do we make it as seamless as possible for them to set up their new one? How do we give them confidence when returning their old equipment?