Cox Digital
Redesigned Cox Digital Residential and Business pages to improve scannability, brand cohesion, and system-ready AEM templates, elevating mobile cross-sell through imagery-led modules and a more defined content hierarchy.
Date
2025 - 2026
Role
• Designed key marketing pages across mobile and desktop, focusing on message hierarchy, layout, and component decisions • Supported site migration within an established design system, extending reusable components as needed • Partnered with copy and strategy to align GEO messaging and page flow
Company
FCB for Cox Digital: Residential and Business Lines
Key Findings
• Faster, more consistent AEM page updates across Residential + Business, with fewer one-off builds • Clearer, more persuasive mobile cross-sell moments across tiers and promos, supported by testimonials • Better AI search/answer readiness and content credibility via AEO/GEO structure
Problem
Cox’s digital experience no longer matched the clarity or consistency needed to compete in a shifting telecom market. With the website divided between old and new design systems, the brand experience felt fragmented and difficult to scale. The challenge was to unify the site, clarify new value propositions, integrate updated creative, and rewrite content to be more concise, searchable, and AI-readable, while also helping rebuild trust with skeptical customers.
Solution
We modernized the experience by migrating high-priority pages to the new design system in phases, balancing speed, consistency, and business impact. We also integrated updated value propositions and personalized promotional messaging into a more flexible content structure, making the site easier to scale and optimize. To improve collaboration and reduce friction as we moved to their acquisition tranformation, I helped establish a clear source of truth so the team and client could stay aligned on updates and decisions.
In addition, we created new pages to better support key offerings and strengthen trust. I designed the creation of the testimonials page, using limited customer reviews to help address skepticism and reinforce brand credibility.
Analysis
A key challenge was working within a lean AEM-driven design system that offered limited flexibility. This pushed the work beyond surface-level design decisions and required creative problem-solving within existing technical constraints. The result was a set of solutions that felt stronger and more intentional while still being feasible for the team to build, maintain, and scale.
This work showed that strong UX does not always come from adding more complexity, but from making better use of constraints. By designing within a lean AEM-driven system, I helped create solutions that were clearer, more scalable, and easier for cross-functional teams to manage over time.
Result
The work helped transform Cox’s web presence into a more unified and scalable experience for a brand serving 6.5M customers and 370K businesses nationwide, backed by $12B+ in network investment. By simplifying the content system and introducing trust-building moments throughout the journey, we created a stronger digital foundation for communicating Cox’s performance story, from gig speeds in every market to ~50% residential multi-gig reach and ~70% of customers on 500 Mbps–2 Gbps plans. In a more competitive market, the redesign helped the brand show up with greater clarity, consistency, and credibility.
🌳 Takeaways
Built trust with a new client while introducing stronger creative and systems thinking.
Understanding when to advocate for ideas, such as smaller modular components on the MMMP page to make the messaging punchier and more effective, which showed how a system-driven solution could improve both structure and communication.
Knowing when to customize, for example, adding a testimonial icon to add personality after a star-based approach proved misleading.
Learned that balancing new residential photography with some stock imagery created a stronger, less overwhelming visual experience.