Overview
Redesigned Cox's most visited page (11M visits in 6 months) into an intuitive tool that simplifies complexity and empowers 6.5M customers with a clear, supportive experience.
My role
I led end-to-end design for Cox's highest-traffic customer touchpoint, from discovery through delivery.
Context
My Account Dashboard is the 2nd most visited pages across Cox's digital ecosystem (28% of monthly traffic, 11M visits in 6 months) and a critical touchpoint for customer satisfaction and retention.
However, inconsistent navigation, hidden features, and technical jargon created friction and obscured critical service details—limiting both user engagement and business growth opportunities.
However, inconsistent navigation, hidden features, and technical jargon created friction and obscured critical service details—limiting both user engagement and business growth opportunities.
Approach
Phased 6-week sprint: preliminary research → workshop → UX exploration → iteration → usability testing → delivery.
Conducted comprehensive UX audit to identify experience barriers: inconsistent navigation, hidden features, and technical jargon obscuring critical service details.
Analyzed live site traffic with data analyst to understand user priorities— 60% payment-related, 24% service investigation, 18% profile management— with nearly equal desktop/mobile usage (50.9%/47.8%).
Distilled insights from generative research (researcher led) with 12 participants to understand user needs, frustrations, and behaviors, discovering users don't mind upsells if they're relevant.
Created unified content hierarchy combining contextual help and timely sell opportunities—essential tasks easily found, key actions readily accessible, relevant promotions at right moments.
Worked with researcher on usability testing with 6 users to assess functionality: 5/6 easily navigated to service management, 5/6 confidently accessed support resources.
Conducted comprehensive UX audit to identify experience barriers: inconsistent navigation, hidden features, and technical jargon obscuring critical service details.
Analyzed live site traffic with data analyst to understand user priorities— 60% payment-related, 24% service investigation, 18% profile management— with nearly equal desktop/mobile usage (50.9%/47.8%).
Distilled insights from generative research (researcher led) with 12 participants to understand user needs, frustrations, and behaviors, discovering users don't mind upsells if they're relevant.
Created unified content hierarchy combining contextual help and timely sell opportunities—essential tasks easily found, key actions readily accessible, relevant promotions at right moments.
Worked with researcher on usability testing with 6 users to assess functionality: 5/6 easily navigated to service management, 5/6 confidently accessed support resources.
Outcome
90% of top user actions are now readily available directly from the dashboard.
The phased approach balanced business needs (revenue, self-service, mobile adoption) with user needs (simplicity, clarity), creating a foundation for future dashboard iterations.
Client team praised the quality and simplicity of solutions for inherently complex problems.
The phased approach balanced business needs (revenue, self-service, mobile adoption) with user needs (simplicity, clarity), creating a foundation for future dashboard iterations.
Client team praised the quality and simplicity of solutions for inherently complex problems.
Testimonial
"Xiaoyu is essential to the success of the Cox Residential team. In the past quarter, Xiaoyu has helped to define a data-backed release plan for a transformational commerce initiative, designed simple solutions to enormously complex business problems, and maintained a high level of accuracy and polish across all her work."
— Abby Reimer, Director of Product Management at Cox @ Huge
— Abby Reimer, Director of Product Management at Cox @ Huge