CASE STUDY
Global Platform SSO
Creating a Unified Login & Recovery Experience for Comcast Xfinity®
-
Client:
Comcast Xfinity -
Role:
Lead UX & Visual Designer -
Product:
SSO & UID Recovery -
Duration:
9 months
-
Client:
Comcast Xfinity -
Role:
Lead UX & Visual Designer -
Product:
SSO and UID Recovery -
Duration:
9 months
-
Client:
Comcast Xfinity -
Role:
Lead UX & Visual Designer
-
Product:
SSO & UID Recovery -
Duration:
9 months
Navigating Legacy, Leading with Clarity
This project demanded more than design—it required systems thinking and stakeholder alignment. I led the redesign of global SSO and credential recovery across Comcast’s platforms, navigating outdated infrastructure, fragmented ID systems, and evolving brand standards to better serve frustrated users.
A major lesson: research came in too late. That friction shaped my belief that research must be embedded from the start. Great UX isn’t just polish—it’s clarity, diplomacy, and leadership through ambiguity. That ethos still drives the UX Leadership Lab.
Background
In 2015, Comcast Xfinity faced a widespread engagement problem: users struggled to log in or recover their accounts across web and mobile platforms. The result was high call center volume, low self-service adoption, and user frustration.
Root Problem
- Redundant and outdated ID structures across legacy systems
- Credentials tied to obsolete email addresses
- A confusing and inconsistent UI that undermined trust
- No easy way for users to update recovery options
Success metrics
- Increase online portal usage
- Decrease call volume related to account access
- Improve customer satisfaction during login and onboarding
- Launch the first product using the newly introduced Xfinity UI design language
Challenge
This wasn’t a visual refresh—it was a strategic redesign of how users accessed the Xfinity ecosystem. The scope spanned credential creation and recovery, unified single sign-on (SSO), consistent behavior across devices, and full support for a new global UI design system. All of it had to work across distributed lines of business without breaking legacy backend systems.
Research & Discovery
We benchmarked leading digital brands to identify ideal patterns for onboarding clarity, transparency, and cross-device usability patterns.
Integrating research early in the process brought sharper focus and stronger alignment. It grounded design decisions in real user needs and ensured that stakeholder perspectives were appropriately considered. Early research engagement is a foundational part of our approach at the UX Leadership Lab.
Design Process
We simplified credential recovery by offering fallback methods (text, email, phone, security question) and embedded subtle prompts to keep info up to date.
SSO was consolidated across platforms under a single credential, stripping away distractions and instilling trust. Visually, we applied the new Xfinity UI style guide and supported dark/light modes depending on context. The interface prioritized accessibility and mobile responsiveness with large touch targets and strong visual hierarchy.
Solution
Unified login and recovery flows designed with modular components, scalable structure, and full compliance with the new Xfinity design system. Screens shown here reflect implementation of context-aware theming, SSO integration, and simplified recovery steps.
Results & Impact
- Delivered the first live product using Xfinity’s new UI design system
- Improved success rate in login and recovery flows
- Helped reduce call center volume tied to access issues
- Built alignment across multiple lines of business
- Strengthened UX and innovation team collaboration
- Set the foundation for broader onboarding simplification
Final Thoughts
This project was as much about leadership as it was about UX. I learned that diplomacy, clarity, and momentum matter just as much as layout and UI polish—especially in complex, distributed organizations. The biggest unlock wasn’t just a better login flow, but the shared alignment behind it. Building consensus and turning stakeholders into advocates became the real engine of progress—and that experience helped shape The UX Leadership Lab’s mission to lead with clarity in the face of ambiguity.
