Crafting a User-Centered Cybersecurity Narrative

Comcast Business has prioritized cybersecurity since launching their internet security service, but the existing product page relied heavily on a feature-and-benefit list. User research showed that SMB prospects needed more context, clearer value articulation, and stronger guidance to understand why enterprise-level protection is relevant to them.

I developed a new three-part content strategy that centered the user’s mental model and decision flow. The page now opens with the real-world impact of cyberattacks to establish urgency and relevance. From there, users encounter a product video and a structured breakdown of key functionality, designed to clarify how the service works and what problems it solves. The experience concludes with curated thought leadership to support deeper evaluation and build trust.

Because the security product is bundled with most plans, we kept the conversion experience intentionally low-friction. I recommended and wrote two clear pathways: a primary CTA in the hero and a lead-gen form at the close for users who prefer a consultative entry point.

This work strengthened the narrative, improved information hierarchy, and delivered a more user-centered, solution-forward story tailored to SMB needs.

Positioning Business Internet for the Work-From-Home Customer

Many home-based businesses rely on residential internet and personal mobile phones, so we needed to build a clear case for switching to a dedicated business solution. I developed a content strategy that centered reliability, privacy, and security — the factors that matter most to remote workers. The narrative clarified pain points like household bandwidth competition and data caps, while showcasing business-only benefits such as dynamic IPs, dedicated phone lines, LTE backup, and built-in cybersecurity.

Positioning Comcast Business Against a Major Competitor

When AT&T entered the market with aggressive claims, we needed a clear and confident way to show how Comcast Business compares. I developed the content strategy for a straightforward, side-by-side story that highlighted gig-speed availability, built-in cybersecurity, and service coverage. The result was a simple, credibility-focused narrative that helped small businesses quickly understand why Comcast Business delivers more.

Making SD-WAN Clear for Both Small Businesses & Enterprises

SD-WAN can be difficult to navigate, especially for small businesses without dedicated IT resources. I created a content strategy that introduced two levels of SD-WAN service in a way that felt accessible to a wide range of users—from first-time buyers to experienced enterprise teams. The page simplifies the value story, clarifies the differences between tiers, and helps customers understand which solution fits their needs.

Re-Architecting the UX for Complex Product Offer Details

Comcast Business redesigns its e-commerce view-detail pages to give customers a clearer, more complete understanding of what they’re buying. Using survey insights and behavioral data, I developed a content strategy that balanced offer structures, pricing, contract expectations, and service details in a single journey. The new framework guides users from high-level value to companion products and transparent financial terms.

Designing User-Centered Merchandising for Sales Conversion

For this campaign, we extended messaging from Comcast Business’s 2022 Winter Olympics sponsorship to spotlight two offers aimed at different customer segments. I developed a content approach that blended narrative and nuance—highlighting an affordable internet-and-phone bundle for cost-conscious businesses, alongside a higher-speed option for those with advanced needs. The campaign encouraged users to start the year strong and draw inspiration from the dedication of American Olympians.