Xfinity Mobile Care (XMC) is Xfinity’s device protection service powered by Asurion, designed to cover and support customers’ connected devices. This project introduced XMC to both new and existing Xfinity Mobile customers, communicating expanded coverage and enrollment eligibility across the shopping and account experience. The initial launch supported smartphones and tablets, with smartwatches added in a later phase — requiring the experience to anticipate the final service state in both messaging and design from day one.
The Learn page served as the primary education and merchandising destination, helping customers understand what device protection includes, whether they qualify, and when enrollment is available.
As the lead product designer, I mapped the full discovery journey and consolidated multiple customer entry points into a single cohesive landing experience. The challenge was balancing education and merchandising — clearly explaining a complex service while supporting ecommerce conversion goals and partner requirements.
We identified four core user scenarios the page needed to support:
The experience needed to adapt to each scenario while remaining clear, trustworthy, and easy to understand within a single unified page.
Device protection is a complex service with conditional eligibility, timing restrictions, and varying coverage by device type. Customers struggled to quickly understand whether they qualified, when they could enroll, and what was actually covered. As a result, the service was often perceived as fine print rather than a clear value.
Existing materials explained the program, but not in a way that supported decision-making. Information was fragmented across shopping and account surfaces, forcing customers to interpret rules themselves. This created hesitation during purchase and uncertainty after activation, reducing both enrollment confidence and perceived benefit.
I mapped customer entry points across shopping, activation, and account management to understand when customers think about protection and what questions they need answered at each moment. Across scenarios, the primary barrier was not awareness — it was clarity around eligibility and relevance.
Working with product, content, and business stakeholders, I explored ways to shift the page from descriptive content to decision guidance. Concepts focused on progressively revealing information: first establishing value, then clarifying eligibility, and finally explaining coverage details. I also evaluated how messaging needed to adapt depending on whether a customer was considering protection, adding devices, or confirming existing coverage.
I designed a unified Learn page structured around decision confidence rather than product marketing.
The experience first established the purpose of Xfinity Mobile Care in plain language, then guided customers through eligibility and enrollment timing before presenting detailed coverage information. Content was organized to answer “Does this apply to me?” before “What does it include?”
Coverage was communicated by device type — phones, tablets, and future smartwatch support — allowing the page to accommodate the phased rollout while remaining future-ready. The layout also supported multiple customer states, helping new shoppers evaluate protection as part of purchase and existing customers understand how to extend coverage.
By structuring the experience around relevance and timing, the page turned a rules-heavy service into a clear decision: whether and when to enroll, and what protection they receive.
