Visual voicemail in the cloud that predated the iPhone and a 500% improvement in usability. Once again, setting the industry standard.
About Comcast / Xfinity
Comcast is one of the world’s leading media, entertainment and communications companies. Comcast is principally involved in the operation of cable systems through Comcast Cable and in the development, production and distribution of entertainment, news, sports and other content for global audiences through NBCUniversal.
Understand how customers use different communication products. Understand how customers treat phone calls, voicemails, emails, faxes, and other communications. Develop an on-line experience that works with their off-line behaviors. Set a new industry standard others will copy.
We began with gap analysis on the existing body of knowledge. We identified a set of primary audience segments and knowledge gaps in how they deal with communication and communication products.
Ethnographic-based research methods, including observational and contextual interviews, were performed in several markets across the United States. Through ethnographic-based research, we were able to understand the users’ activities, goals, and pain points. We gained invaluable insight into things like: importance of voicemail over caller ID, contact organization methods and prioritization of calling features.
During the initial phases of design, we created paper prototypes and performed usability testing and task analysis on the paper prototypes to refine the design.
Testing of the previous Digital Voice (DVC) design revealed a plague of usability issues, including: a complicated icon scheme, confusion between visual elements that represented status but appeared to be navigation, lack of focus and a design that relied on recall rather than recognition.
The new design took a behavior-based, goal-driven design approach. A/B testing of the original design and our redesign showed a 500% improvement in the ability to locate and play voicemail. Frequently used features like call forwarding were brought to the dashboard with one-touch activation. Customers were also able to complete 90% of their goals from the dashboard rather than being forced through a series of screens. Using the initial design as our baseline, we were able to show a measurable improvement in usability, efficiency and experience.
- Ethnographic research
- Persona development
- Usability testing
- Product strategy
- Interaction design
- Visual design
- Pattern library development