Comcast: Next Best Action

how we tackled the brief given to us

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Brief

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“N.B.X. What The Agent’s Want!” Any DMX fans out there? This project focused on optimizing the agent call experience by designing a dashboard that delivers AI-powered next best actions at precise moments. Through field research, user interviews, and iterative prototyping, the redesigned system improved agent workflow efficiency, reduced cognitive load, and introduced intuitive automation grounded in human insight.

  • Research & Discovery

  • Design Strategy

  • Validation and Implementation

Research & Discovery

Field Research

  • Traveled to 8 agent locations across the U.S.
  • Partnered with a project manager/research assistant, streamlining logistics and insight capture.

  • Goal: Understand contectual call behavior and firsthand challenges faced by agents.

Qualitative Interviews

  • Conducted 60+ agent interviews across varied environments.
  • Focused on how agents receive, process, and respond to account-level information during calls.

  • Discovered that timing, clarity, and interface consistency directly impacted call outcomes.

Moderated Card Sort

  • Crafted key data cards representing common customer inquiries and account tools.
  • Focusing on call timeline agents organized cards into beginning, middle, and end call stages.

  • Output: A rough architecture of mental models and timing expectations. Qualitative and quantitative data collected.

Spatial UI Mapping

  • Utilized simplified dashboard wireframes for agents to identify information architecture.

  • Utilizing cards from the open card sort allowed me to obtain a 1-1 result between information hierarchy and agent’s call journey.

  • Revealed patterns in information accessibility vs. decision making urgency.

Implementation & Validation

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Implementation

  • Interaction Workflow Defined

  • Visual Designs Defined and Specked

  • Quality Assurance between Engineering and Design
  • Updated Visual Design Component Library

Validation

  • Traveled to 8 agent locations across the U.S.
  • Partnered with a project manager/research assistant, streamlining logistics and insight capture.

  • Goal: Understand contectual call behavior and firsthand challenges faced by agents.

Results

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Coffee’s On