New customer shopping experience

Overview

The existing shopping user journeys for new Verizon customers require a long series of separate decisions to be made before checkout. Below are some key problem areas:

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 with so many decision points 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 to their needs, and what the final price is.

Approach

How might we simplify this complex flow for new customers? A recommendation driven flow reduces the number of decision points by filling in the blanks - showing customers what their completed cart could look like without needing to complete every individual step. This exploration conceptualizes an alternative recommendation driven path to checkout, reducing the overall number of decision points for new customers.

My Role

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

Responsibilities

Product Design, Prototyping, Leading stakeholder workshops