Xfinity March Madness® Companion App
From the first tip-off to the Final Four®, get the best seat in the house for the 2025 March Madness® tournament.
Project Goals + Challenges
Never miss a beat with the debut of Xfinity's March Madness® companion experience + Xfinity Multiview.
Xfinity’s X1 platform’s Sports Zone app is a TV companion experience that allows users to view games, scores, and other coverage for popular sports leagues, while also watching live games on X1.
In an effort to align the current Sport Zone experience with the rest of Comcast’s product portfolio, the Global Design Sports team has been diligently working to create a new Sports UI system and redesign the existing Sports Zone app.
March Madness® 2025 presented us with the opportunity to test this in product — releasing our first Live Event companion app with the new UI. The project’s aim was to give X1 customers a meaningful companion experience that would allow them access to full scope of March Madness excitement — all in one place.
Research + User Testing
We designed, prototyped, and intentionally tested.
Leveraging customer participants with existing knowledge of the Sports Zone app, and an expressed interest in NCAA basketball, we tested various Figma prototypes of the app, with a remote, to gain insight into what was working — and what needed further exploration.
In the end, the March Madness® app debuted on X1 and Xumo devices to great reception.
Key Results + Features
The rebranded company experienced increased customer engagement, a boost in sales, and a stronger brand presence in the market.
The comprehensive initiative, extending beyond visual changes, resonated authentically with the audience, resulting in heightened engagement metrics and a tangible boost in sales. The company now stands on a more robust foundation, embodying a stronger and more compelling brand presence, setting the stage for continued success in the competitive market.
Crafting intricate brand narratives for lasting and meaningful impact.
Crafting intricate brand narratives for lasting and meaningful impact.
