Dana SmithamVerizon Wireless · Onboarding
Verizon onboarding
Turning four separate landing pages into one personalized place to get started.
- Client
- Verizon Wireless
- My role
- Art director, UX/UI, team lead
- Partners
- Verizon stakeholders and developers
- Outcome
- 14% more new customer sign-ups
The challenge
New Verizon customers get a series of emails in their first 30 days after buying, upgrading, or adding a device. The goal is to help them learn their device and services like My Verizon.
The ask: simplify onboarding and get people where they need to go in fewer steps.
My role
I set the UX, UI, and strategy for a highly dynamic, personalized landing page and led my design team through it, working with Verizon stakeholders and developers across divisions.
How we approached it
Audit the whole journey.
My team and I went through every onboarding email, followed every link, and documented every landing page. We found four separate pages asking customers to act: sign up, log in, register. That gave us a clear map of where to simplify.
Let everyone pitch.
Each designer, me included, broke off to develop concepts from the audit and business requirements. We walked through them together and chose three directions: educational self-serve, educational plus revenue-generating features, and a highly personalized combined experience.
We had been asked for two. The third was our pie-in-the-sky version.
Design for the data.
The page reads the customer’s data and changes its content to match, so everything they need is in one place. A checklist swaps in the relevant modules as people work through it, and each module expands or collapses based on what’s available.
Make the case for the bigger idea.
The client chose the personalized version. It pushed the timeline back for development, and it was the right call. The vision was for the page to become each customer’s personal Verizon hub once onboarding was done, with account info and articles about their phone and plan.
What it led to
What I took from it
The winning idea was one nobody asked for. Giving every designer room to pitch is how we found it, and it’s still how I run concept rounds.
Earlier work. Results come from the original project.
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Client
Verizon Wireless
My Role
Art Director
Lead Design
The Project
Verizon Wireless customers receive a series of emails during the first 30 days after they purchase, upgrade or add a new device to their account. By focusing on educating the customer about their device and other services, like My Verizon, we’re able to provide the customer with a pleasurable, and most importantly, useful experience. The ask was to simplify the customer’s onboarding process and make it more productive for them in fewer steps.
The Approach
I set out to develop a flexible UX/UI and strategy for this very complex, highly dynamic, and personalized landing page for Verizon Wireless customers in the Onboarding series. The landing page talks to the customer’s data which in turn influences the content that is displayed on the landing page. This page compiles all the data and information in one place for the customer to take action without leaving the landing page experience. This high-priority project had myself and my team working with internal Verizon stakeholders and developers across divisions.
The approach myself and my team took was to go through every email communication a customer would receive in the onboarding and do a content audit. This included following all links and documenting landing page experiences. Through this process, we discovered a total of 4 separate landing pages where customers were to take some action (i.e. sign up, log in, register, etc). With this process and documentation in place, we uncovered opportunities to streamline and simplify the landing page experience all around. Below you will see the onboarding email program followed by the old landing page experiences and documentation.
Wireframe Rounds
At this stage, we started to produce rough wireframes to vet some ideas. I had the designers and myself break off and come up with their own concepts, based on the content audit and business requirements. We then walked through the concepts and decided to pursue 3 versions: An educational self-serve, educational + RGF, and a highly personalized combination landing experience.
We were initially tasked with creating 2 concepts with the KPI’s in mind but after going through our process we found an opportunity to push the boundaries and created a 3rd version, a kind of pie in the sky version.
Final Design Comps
Design Specs
The client chose to invest and sign off on the highly dynamic, personalized landing page. Even though this would push the timeline back due to development, it was ultimately the right choice.
The checklist when clicked would swap out all modules with relevant information. Each modular would be populated dynamically and have the ability to expand and collapse depending on information type and availability.
After the checklist is complete and all actions have been taken the vision is this website would then turn into your own personal landing page for your verizon tenure. Housing relevant information about your account, showing articles that are about your phone, plans, etc. It would become an ever evolving place to get all your info about your account and devices.
Final Design
The Results
14% increase in new customer sign up
5% decrease in call-in rates for onboarding related inquiries