XFINITY
From Bill-Pay Counter to Brand Experience

Full-store experience redesign · Creative Director

THE CHALLENGE

Xfinity stores were functioning as bill-pay counters, not brand experiences. Customers came in to pay a bill or resolve an issue, and left the second it was handled — no reason to explore, no exposure to what else the brand actually offered. Meanwhile the product itself (X1, on-demand, smart home, apps) was built for exactly the kind of hands-on discovery a physical store is good at. The store wasn't doing any of the work the brand needed it to do.

THE WORK
 

I was the creative director behind the full redesign. I worked with a strategy team to get real insight into our shoppers — how people actually moved through the store, what they came in to do, where they stalled — and used that to shape the shopper journey the whole redesign runs on. An architecture team built the physical layout; I led the team that designed every visual experience inside it, print and digital both, so the graphics matched how a shopper would actually move through each space rather than just decorate it.

Revenue-generating units increased 24% over the previous year following rollout.

That journey-mapped approach shaped the specific moments in the store:

• Digital monitors throughout, replacing static signage. Screens showing X1 and the broader entertainment ecosystem gave customers something to engage with the moment they walked in, placed where the shopper journey said people would actually stop and look.

• Education, not just transaction, at the counter. Live demo stations turned a routine service interaction into a moment to show someone more than they came in for.

• A Smart Home Showcase demonstrating how the technology fit into daily life, built as a destination inside the store rather than a side display.

• Upgraded lounge and waiting areas paired with content-driven screens instead of plain seating, so even downtime in the store reinforced the brand.