Flagship App
TL;DR
As the lead designer for Cox’s flagship mobile app, I identified the need for a redesign to improve the customer experience. Using qualitative and quantitative data from indirect research initiatives and direct customer feedback, I developed a North Star vision for the app’s UI, features, and architecture, focusing on self-service and AI integration. This vision secured stakeholder support and budget for a formal redesign, leading to feature improvements that drove significant impact: increasing monthly active users (1.85M to 2.6M), raising the iOS app rating (1.9 to 4.6), and boosting monthly transactions (18% to 29%).
This project showcases my ability to identify data and research-backed opportunities, create impactful visual design, and influence product strategy.
Context
What it is and who it's for
North-star vision for Cox's flagship app, serving over 6 million customers across the US. Approached with a focus on self service and AI integration and how the app can support the full customer lifecycle.
My role
Lead designer for the brand’s flagship consumer app, embedded in an agile development team and collaborating closely with the product owner.
Goals
- Create a unified experience.
- Update the UI to elevate the brand.
- Secure budget and support from leadership.
Challenges
- Managing competing initiatives from stakeholders.
- Alignment on purpose of the app.
- Fragmented budget, resources, and capabilities across departments.
Personalized actions through AI
Originally, customers had to navigate through multiple layers to complete tasks or find information. The new design uses AI-generated prompts that dynamically adapt based on date, location, network status, account status, services and customer behavior.
The customer can also customize the order, action, and pin commands important to them, providing a personalized and flexible experience.
Personalized navigation
To enhance personalization, the navigation displayed only subscribed services, reducing clutter and confusion.
A persistent status indicator was introduced to address a key pain point voiced by customers. Helping them quickly understand their service status and reducing support calls during outages.
Digging Deeper
Service page
Dedicated pages for each service offered detailed service data and self-service capabilities to provide clarity and reduce calls to the center.
Data details
A clear breakdown of monthly consumption, daily and historical trends, and usage limits to enhance transparency and help users avoid overages.
Bill pay
Straightforward total, a quick payment option, and a simplified bill breakdown while ensuring easy access to the full statement and payment settings.
Results
As formal testing and data resources were not available during production, I utilized available metrics and KPIs to measure success.
