JANUARY 2025 - MAY 2025
Building customer archetypes from AI signals
I led design across the initiative, shaping how behavioral data translated into something Xfinity’s marketing and product teams could actually use.
This project took 5 months.
Across touchpoints, the same problem kept surfacing: customers were being grouped too broadly, making personalization feel generic and disconnected.
70%
of marketing campaigns relied on only 3 known attributes
1 in 5
campaigns have been adjusted based on user engagement data
Xfinity had an initial set of archetypes, but they were grounded in statistics, not behaviors.
Static segments weren’t enough. Behavioral signals revealed how customers actually engaged with Xfinity.
If behavior changes, the system needs to change with it. So, we made archetypes modular and adaptable over time.
Nine core archetypes, grounded in behavior and used across marketing and sales
01
We were adopted by Xfinity’s marketing team
and rolled out for Q4 campaigns
02
Archetypes became part of campaign planning
guiding creative and targeting decisions
03
They’re being embedded into campaigns
used to update positioning dynamically
04
and expanding into digital channels
and retention strategies
