For years, Code and Theory has partnered with Comcast to reinvigorate and reinvent its digital presence across many lines of business, from Industrial Design-led packaging projects to assisting in the launch of its new Xfinity Mobile service. Over the years Comcast has expanded its business, acquiring new companies such as NBC Universal in 2012.
In 2016, Comcast turned to Code and Theory to help with their latest project: reinventing the Comcast Corporate website.
With the acquisition of NBC Universal, Comcast became both a content creator and entertainment gatekeeper—and Comcast Corporate needed a better way to capture its massive scope of companies and capabilities under one cohesive corporate identity.
Comcast looked to Code and Theory to create a modernized corporate site that would act as a platform for impressive digital storytelling — highlighting the history, initiatives, and cohesion of the Comcast universe. This refreshed digital experience would help reposition the brand as a cutting-edge media platform, and attract its target audiences: the press, investors, government officials, and job seekers.
Creating Powerful Stories
To modernize the Comcast Corporate site, we created a reimagined visual and digital experience—one that is both intuitive and original. First, we analyzed the strengths and weaknesses of Comcast’s current site, considering its functionality, appearance, and information hierarchies. We learned that site engagement was low, the homepage wasn’t optimized, and evergreen pages were underdeveloped.
With all that in mind, we invested our efforts in highly-trafficked and information-rich evergreen pages, especially the Company section on the site. By supplementing Comcast’s incredible assets with visually-driven stories, we promoted a greater understanding of the company's values and offerings.
A New Modular System Built for All Audiences
We defined two principal user mindsets: Finding and Exploring. Users on the corporate site are either looking for something specific, casually browsing, or both. Finders must be able to quickly and easily locate evergreen material; Explorers must be able to move seamlessly through site content. Our strategy sought to transition Finders into Explorers.
The new robust, modular system solves key user experience deficiencies—providing navigational quick-links for audience-specific content, such as Press, Investors, and Careers, that efficiently guide users to their desired content. Additionally, the Homepage flexes to support varying editorial priorities and content volumes, easily scaling for the future needs of the corporation.
Highlighting the Iconic Story
We implemented visually impressive, high-impact images and looping video clips at the top of pages that establish a mood and attract interest. Using GIF-like repetition, those visual elements take advantage of the speed at which the human brain processes and internalizes images to leave a strong and lasting impression. In this case, the looping video helps subliminally meld Comcast and NBCU together in users’ minds through exposure and repetition, while calling attention to key parts of the pages. It also adds drama, emotion, and vibrancy.
We utilized an interactive, multimedia approach for the Memorable Moments Timeline to highlight the progressive evolution of NBC Universal and Comcast over the decades. Repurposing 50 iconic moments, we created a vibrant and user-friendly tool that places Comcast Corporate into greater historical context. We also highlighted key Comcast initiatives, such as the new Comcast Technology Center, with beautiful evergreen pages.
A Successful Relationship, Built to Last
Working with Comcast, we reimagined its corporate website as a holistic, responsive, modern platform that attracts and retains key audiences. We spotlighted the pages most relevant to these users, and drew them into a rich, informative, multimedia world. Comcast was thrilled with the resulting site, which launched in December 2017 equipped with our improved strategy, original content, and refreshed design system.