Xfinity Startup Branding - Concept Homepage Design

During my time working on the Xfinity e-commerce platform, I often imagined what the brand would look like depicted through the lens of a startup. This homepage design represents how it could be executed. There was a conscious decision to remove any specific content imagery like channels or shows. Instead, I chose to focus on Xfinity’s main value proposition, feature highlights, social proofing and competitive comparisons. The content hierarchy is built on what I gathered from various UX research while on-site (surveys, analytics, customer interviews, and user journey work). The navigation is streamlined and content is reduced to a minimum – Just enough needed to communicate the Xfinity message and properly engage users.