Role: Lead UX Designer

Project: New free security offering

Released: 2024

Xfinity WiFi Motion

Turning a 78% drop-off security trial into a trusted platform

CONTEXT & STAKES

Traditional security is expensive and complex. Our new WiFi-based model used existing devices for camera-free motion detection, but saw a 78% trial drop-off rate due to privacy concerns, value confusion, and legal hurdles.

This was the flagship test of a new protection business model serving 2.1M monthly users, needing partner-ready patterns and legal compliance.

MY ROLE & COLLABORATORS

I started as a collaborator during the employee trials, then transitioned into Lead UX Designer post-78% drop-off to drive the turnaround. Partnered closely with brand, legal, and engineering to align education, compliance, and technical constraints

PROBLEMS & INSIGHTS

  • 78% trial drop-off from privacy & value confusion

  • Legal compliance risks for novel detection tech

  • No partner-ready patterns for multi-brand rollout

Original onboarding design

Lack of educational moments, privacy/data clarity, and inconsistent visual language

STRATEGY & KEY DECISIONS

Education-first onboarding

Created impact maps showing education’s effect on activation screens. Prioritized clarity on compatibility, value, and privacy over speed-to-activate.

Phased MVP vs Post-MVP

Split the roadmap: MVP for launch (core activation + brand) vs Post-MVP (partner screens, advanced education). This accelerated delivery while keeping scalability.

Privacy controls as trust features

Delayed pet/sensitivity education to the 3rd session post-activation. Turned settings into reassurance (not complexity) via clear toggles and expectations.

Visualize invisible tech

Live motion view used radar-like pings to make WiFi detection tangible and trustworthy, not creepy.

SOLUTION

Onboarding redesign

Educational journey with compatibility checks, legal integration, and brand-aligned visuals.

Key interactions

Pet toggles + 3 sensitivity levels designed as trust signals, not buried settings.

Live experience

Radar visualization shows detection in real-time, building confidence in invisible tech.

OUTCOMES

  • Major drop-off reduction from 78% base line

  • 10% upgrade conversions across 2.1M monthly users

  • Scalable, partner-ready patterns reused for additional brands

WHAT I LEARNED

For the Organization

  • Became the blueprint for privacy-sensitive, partner-ready security features

  • Guiding the way we educate on future WiFi-powered offers

For Myself

  • Mastered education-first onboarding for complex, trust-dependent technology