New customer shopping experience

Overview

Joining Verizon requires a long series of separate decisions to be made by potential new customers. The large number of decision points, high cognitive load and lack of clarity around messaging and pricing are key pain points identified through funnel analysis and verbatim customer feedback.

Too many decision points

New customers joining Verizon must select and configure a phone, a promotion, a plan and review device insurance options before arriving at a cart showing their estimated pricing. This long journey gives potential customers many opportunities to drop out rather than convert.

High Cognitive Load

What phone do I want? Which plan is right for my family? How do I know I’m getting the best value? These are just some of many questions a new customer may have to answer while shopping with Verizon for the first time.

Messaging and Pricing Clarity

New phone sales are driven by promotions, but with many different phones, plans and promotions on offer, it can be difficult for the customer understand what is relevant, and what the final pricing is.

Approach

This exploration conceptualizes an alternative recommendation driven path to checkout, reducing the overall number of decision points for new customers. A recommendation reduces the number of decision points by filling in the blanks - showing customers a near complete cart without needing to make a long series of choices.

My Role

I led the design from concept to functional prototypes. I led workshops with stakeholders to determine requirements and make refinements. I partnered with a user testing manager to uncover insights and translate concepts into features that address customer behaviors and motivations. I partnered with a content strategist to shape the messaging populating the flows. I collaborated with engineers to validate concepts and deliver designs based on existing tech capabilities.

Responsibilities

Product Design, Prototyping, Leading stakeholder workshops