Verizon - Plans First Enhancements

During the past six months of working at Publicis Sapient, I’ve served as a Design Lead to a team of designers dedicated to enhancing and improving the Verizon business website. We’ve recently made improvements to the ‘Plans First’ shopping experience, which makes it easier for customers to compare plans, add and remove lines and add devices to their selected plan. Before launch, we conducted a usability study of our new concept to gather user feedback and apply our findings in future design iterations.

The Team + My Role

I served as Design Lead (UX/UI) working with a UI Designer to deliver a prototype. I collaborated with Product Managers as well as Verizon’s user research team, providing them with research objectives and reviewing the test script used in the study. The study was conducted by UserZoom in the form of 1-1 recorded Zoom sessions hosted by a moderator.

The Challenge

‘Plans First’ allows people to compare data plans, choose how many lines they want, and add devices to those lines. This allows people to also bring their own device and just purchase a plan, while they can also shop for new devices. We found a high fallout rate on the ‘Choose your devices’ page because it wasn’t easy to remove lines and manage the devices added to each line. Past user studies proved that users were not noticing the line selector on a preceding page and needed a way to remove lines if the default ‘5 lines’ was too many for them. We also removed a redundant screen, combining it with ‘Choose your devices’ for a shorter user flow.