Verizon
Redesigning the My Verizon Wireless user account experience to reduce support-related call volume.
AKQA—Creative Director
I joined AKQA's creative team, leading with a collaborative design approach, through initial concept strategy with multiple designers. Verizon's primary goal was to reduce support-related call volume, and we reimagined verizonwireless.com's member account experience, enabling users to address and prevent common account issues.
- Creative direction
- User research
- UX design
- UI design
- Component system
- Managing designers
Shaped the experience through user research co-creation sessions
We developed a series of experience and design hypotheses and prepared stimuli to get early-stage concept feedback from real Verizon customers. Group discussions without stimuli were wild as participants had a forum to share thoughts on the account issues they've faced, expressing an interest in “widgets” displaying bill and other account activity.
We formed our design approach into a self-serve experience, anticipating user needs; displaying actionable account information relating to common problem areas.
Designed a personalized dynamic tile system that surfaces bill and data usage
With user input and Verizon’s call log history, we developed a series of “live tiles” that react to account status and activity, tailored to the user. Utilizing Verizon’s brand guidelines, a tile system was established maintaining consistency among multiple designers.
Created a guide-like search interface to surface relevant content
From a prompt, we suggest content based on the user's account activity as part of the self-serve experience, with predictive query-matching as they type.
Introduced a system to limit support inquiries by rewarding progress and achievement
Users were encouraged to proactively make small account updates such as credit cards and home address, to reduce common account problems. Research participants were very interested in a progress-based mechanism for keeping their accounts up-to-date.
It's like LinkedIn, I think it's great.
Leveraged account data, and the tile system, to personalize the support page
For users hitting the support page, it surfaces articles and user-generated content relevant to their account.
OutcomeTarget call volume reduction of .05% significantly exceeded
While my freelance term of approximately three months was at the start of the project, most of the experience and design work our team created was carried through to completion. I was later made aware that the call volume reduction, as a result of this work, was near 3%.
