Verizon Wireless
Seeking simplicity from complexity
Three key areas within the native app and web experiences for Verizon’s web and app were my team’s primary focus: (1) a simplified path through the shopping journey, (2) an easier way to understand the customer’s bill experience and (3) the customer’s need for better support.
Searching for products or services wasn’t an was easy task. The user experience didn’t connect content to relevant search queries effectively, nor display them in user friendly ways. The design needed to elevate the brand at the same time as providing the best functionality possible. We spoke to customers and tested variants of designs exposing new categories on e-commerce catalogs allowing for ease of browsing within the site/app.
Defining a simple experience for the native app from all the functions of web was like untangling years of yarn. The starting point was asking our customers what they really wanted.
The design system simplified the experience but new functionality allowed customers to engage and purchase more quickly.
We designed personalization strategies into the experience, connecting contextually relevant content to sections of content the customer was interested in over time. We created connections from campaign to final sale by systematizing the brand experience through to the final purchase flow. Customers could romanticize the product in the experience as much as they did in the store on when watching an ad.
We revitalized the chatbot functionality to be more robust. Researching our user and business needs and adjusting for the inclusion customer data and purchase functions allowed for the ability to complete transactions without calling in to the service centers. The designs drove down costs to the business and wait time for customers.
Where we stood out.
I led a team of 12 product designers, content strategists and creative technologists for over a year while mapping out the steps to Verizon’s first visual design system. The launch for both app and web were successful, exceeding business expectations in key metrics for customer satisfaction and call in rate during the first several months of engagement.