Comcast- Retail 360 Redesign
Work
UX/UI designer
Role
UX Design
/
UX Strategy
/
Service Design
Redesigning Comcast’s in-store customer check in experience
/ Problem (current state)
Comcast’s in-store customer check-in experience, Retail 360, had become increasingly inefficient due to redundant workflows and outdated methods for customer identification. As in-store services and processes evolved over time, the existing app struggled to support these expanded responsibilities, creating fragmented and inefficient flows for retail employees.
The app's current state was an experience that made it difficult to quickly identify customers, navigate between tasks, and support newer in-store use cases—introducing friction for both employees and customers and increasing the likelihood of miscommunication across service touch points.
/ Goal
The goal of this project was to evaluate Comcast’s Retail 360 platform and redesign the in-store check-in experience to better support both customers and retail employees. The focus was on improving how customers are identified and tracked in-store, and how employees manage the full support journey from arrival to resolution.
/ Setting the new foundation
To tackle this, we identified and prioritized key friction points in the existing workflow, clarified the primary user needs of in-store staff, and restructured the information architecture to support flexible hierarchies. Below is the end-to-end user journey map we, research and myself, developed to better accommodate Comcast's new tasks like order pickup in store.
/ Designing the interface
/ User needs
to be able to more quickly check in customers
effective process for identifying customers in-store
increased efficiency in assessing customer issues
reduction in redundancies of care support
/ Constraints
Stakeholder misalignment on priority of action items
Mandatory ID check with built-in redundancies
Customers are passed back and forth between employees
mix of public and private data
User research with in-store teams revealed that employees frequently rotate the tablet to share information directly with customers during interactions. To support this behavior, the app was designed to function seamlessly in both portrait and landscape orientations, ensuring continuity in the service experience regardless of how the device was used.
/ Results
Looking at the needs and constraints of our users, we went back to the drawing board and restructured the flows of information at a journey level. A lot of the frictions and issues resulted from the fact that the main customer account/information system (Einstein 360) no longer effectively integrated with the in-store app (retail 360). When we redesigned the flows, we were better able to match how and where those two systems overlap, allowing for more effective information transfer about the customer from one system to another.
This reduced the amount of redundant personal or contextual information the employee needed to ask the customer, which increased both user and customer confidence due to the increased perception of a “well oiled machine” and more effecient problem resolution for the customer.
/ What We Acheived
2 Minute
Reduction in session time per customer
Pick up only orders
Eliminated queue sign-ins, enabling significantly faster and more efficient order retrieval
Increased confidence
Due to streamlined check-in workflows and enabling quicker in-store customer identification
Lets Talk
If you'd like to learn more about this project feel free to contact me.
Sarahavekotte@gmail.com
https://www.linkedin.com/in/shavekotte/