Comcast Español
Scenario
Comcast Corporation (Nasdaq: CMCSA, CMCSK) (www.comcast.com) is one of the nation's leading providers of entertainment, information and communication products and services. With 23.2 million cable customers, 16.4 million high-speed Internet customers, and 8.1 million Comcast Digital Voice customers, Comcast is principally involved in the development, management and operation of cable systems and in the delivery of programming content.
Comcast wanted to respond to their customers' feedback concerning site experience as well as address the changing landscape of the ever-growing Hispanic consumer base. To meet their needs, the challenge was to maintain the information and navigation of Comcast.com and assimilate the website for an entirely new culture.
The overall objective for Comcast's Hispanic site was to incorporate Spanish components into the already successful Comcast.com. Because of a long-lasting partnership with Comcast, Piehead was selected to design and develop a website that met the following objectives:
- Create a culturally relevant Hispanic-centric microsite for Comcast.com to which Spanish speakers could relate
- Provide content to support and explain the features and benefits of Comcast services
- Enhance the Spanish buy flow for product offerings and messaging to increase sales conversions
- Improve the Spanish help center, support content, and deflect overall call center volume
- Serve as a landing destination for Spanish media
Strategy
Piehead began by carefully analyzing Comcast.com to understand brand guidelines, current offerings, information architecture and overall user experience. The creative team and strategists researched the competitive landscape, and demographics, then defined the look and feel for the Spanish audience.
The new site is a huge leap forward in helping Comcast communicate with our Hispanic customers online and Piehead was a key contributor. The new site is awesome and it provides a solid foundation for us to continue to make updates and improvements. We really couldn't have done it without you.
Comcast www.comcast.com
Solution
The Piehead team collaborated with internal Comcast business and technology stakeholders to develop a best-of-breed experience and culturally relevant microsite to serve their Hispanic audience. We researched the competitive landscape, delved into the psychographics of the Hispanic community and narrowed the correct demographics before ultimately defining the correct look and feel for the Spanish-speaking audience.
Great care was taken in the creation of the pages to ensure consistency with the English-language pages while accommodating the Hispanic community's cultural objectives. HTML-based prototype screens were developed for user testing, to validate the site architecture and ultimately to inform the design process. The purchase process was carefully designed to increase conversions and deflect call center volume. Our ultimate goal was to ensure that the site was easy to use and an overall enjoyable user experience.
The Comcast Spanish site, www.comcast.com/es/default.cspx, now successfully offers Spanish-speaking customers an intuitive experience that explains products and services while supporting the Comcast brand. End-users are able to shop, as well as find products, services and answers to their concerns. With translated and integrated content, the Comcast Spanish site is now complete and ready to be embraced by the Hispanic community.
