We built a radically simple web experience to help customers switch to Verizon Wireless. Prospects are guided through a tailored configuration flow to explore data plans, phones, and special offers, all while being able to access a cost-transparent quote every step of the way.
R/GA NY, 2017
To craft this robust experience, our cross-functional team worked agile over the course of several months. Sprint cycles focused on solving parts of the whole by way of research, sketching, and iteration. When working individually, we checked in early and often and when needed, we collaborated closely, resulting in a seamless fusion of work.
As an Experience Designer, my responsibilities included mapping user flows, drafting high-fidelity wireframes, and building clickable prototypes used in testing. I incorporated insights gathered from user interviews to optimize on-demand. I helped our team apply the established visual design system. Additionally, I helped provide annotations for dev hand-off, calling out UI functionality and behavior down to every detail.
View sample of work below (Just one of the many touchpoints I was tasked with exploring)
After plans, phones, and a soft credit check, users can view a quote that summarizes their selections and shows a breakdown of cost.
Consideration: How do we clarify what users will be paying at checkout vs month to month?
Context: The cost at check out includes the users' purchase, down payment, and a refundable deposit, therefore it’s the heftiest sum. Payment for the first month drops significantly but includes activation fees and applied offers. During months 2-22, there’s a steady payment of service, device payments, taxes, and fees. Beyond that, things mellow out and become more consistent once devices are paid off.
Solution: By incorporating a chart that demonstrates in clear terms each of these fluctuations, the user is able to understand why, when, and what they’ll be paying.
Consideration: How do we set customer expectations while building trust, awareness, and understanding of cost?
Context: User insights nodded to the frustration over hidden fees and accumulated taxes at checkout, so, cost transparency became a throughline principle and inspiration.
Solution: To exhibit cost transparency, we incorporated a persistent nav that displays line-by-line charges and an estimate of taxes and fees that adjust in real-time based on user inputs. This is called the quote tray and can be expanded at any moment within the experience. We reflected this information in the quote summary as well to be a finalized review before heading to checkout. This proved successful and enabled users to feel confident with their purchase and in Verizon.
A sample of my wireframe explorations that lead to what you see above