Consumer · Onboarding · 2024

Cox Welcome — A focused onboarding experience for new residential customers

Consolidated two overlapping pages into a single, customer-first onboarding destination — replacing technical jargon and clutter with a guided experience that helps new customers reach value faster.

Client: Cox Communications
Role: Lead UX/UI Designer · Project Manager
Duration: 1 month
Team: Content · UX Research · Stakeholders

Cox Welcome — A focused onboarding experience for new residential customers

🍎 01 — Overview

As lead UX/UI designer, I redesigned Cox's residential onboarding experience — consolidating two overlapping pages into a single, customer-first destination. The new page shifted onboarding from a fragmented information dump to a guided experience that helps customers understand their products and reach value faster.

🧭 02 — Problem

Two pages doing the same job, badly

Cox's Welcome page and Account Management page had drifted into overlap — same content, different layouts, no clear owner. Customers couldn't tell where to go to set up service versus where to go to learn how it worked. Bounce rates climbed. Engagement dropped.

The legacy Cox residential learn page — dense, cluttered, and visually overwhelming. — The legacy experience: dense modules, competing CTAs, and marketing copy where instructions should have been.

Verbatims from over 1,100 embedded survey responses pointed at the same root cause: customers felt overwhelmed by clutter and lost in technical language. The page wasn't failing on visuals — it was failing on comprehension.

"Dumb it down — I'm older and may not understand your terminology."
"I'm lost in the terminology, so user guides and instructions are useless."

🧩 03 — Approach

One page, organized around intent

I reframed the brief from "redesign the welcome page" to "design the moment a new customer becomes a confident one." That meant collapsing two surfaces into one, organizing content around customer intent rather than internal product lines, and rewriting the page in the language customers actually used.

Working with the copywriter, I built a content strategy that mapped each module to a single customer job — welcome, learn, set up, ask, get help — before any pixels moved.

Content strategy slide — Welcome. — Welcome

Content strategy slide — Learn Center. — Learn Center

Content strategy slide — Welcome Kits. — Welcome Kits

✨ 04 — Key decisions

The calls that shaped the outcome

Collapsed two pages into one purpose-built surface

The Welcome page and Account Management page were duplicating content and splitting attention. I consolidated them into a single onboarding destination organized around what customers actually arrive to do — set up service, learn their products, and find help — rather than around internal page ownership.

Rewrote the page in the customer's language

Survey responses were unambiguous: technical jargon and marketing copy were the biggest blockers. Partnering with content, I replaced product-speak with directive, conversational language and grounded each section in real-life examples. Comprehension drove the IA, not the org chart.

Designed for scanning, not reading

Customers weren't reading paragraphs — they were hunting for next steps. I restructured the page into modular blocks (Welcome Kits, Learn Center, FAQ, Support) with clear visual hierarchy, generous spacing, and one job per block, so users could land, scan, and act without parsing the whole page.

Built mobile-first because that's where customers arrived

Most onboarding traffic came from mobile, but the legacy experience was sized for desktop. I designed the layout mobile-first and let the desktop view inherit the same hierarchy — keeping the experience consistent across devices and removing the friction of pinch-and-zoom onboarding.

🎨 05 — Design

A focused, modular onboarding page

The shipped page reads as one continuous flow: a clear welcome moment, a Learn Center organized by product, Welcome Kits for setup, a focused FAQ, and a single Support CTA. Each module has one job, breathes on its own, and stays consistent across mobile and desktop.

View the live page →

📈 06 — Impact

What the work enabled

Pages consolidated

2 → 1

Welcome + Account Management

Customer voice

1,100+

Survey responses synthesized

Experience

Mobile-first

Consistent across devices

The redesign gave Cox a single, clear onboarding destination — replacing duplicated content with a focused experience that helps new customers reach value faster and laid the foundations for a more consistent residential design system.

🌱 07 — What I'd refine

What I'd refine

I'd close the loop with measurement — pairing the design with usability testing, CTA conversion tracking, and ongoing customer feedback to validate which modules pull weight and which need to evolve. I'd also explore where AI-assisted guidance could shorten the path from "I just signed up" to "I know how to use this."