Helping Customers Get Started with Clarity and Confidence

Case Study

Scaling Onboarding to All Verizon Customers

Summary

Verizon’s new post-purchase onboarding flow was reducing support call volume and improving completion rates for new single-line customers. However, multi-line users continued to face confusion, driving higher support costs and missed revenue opportunities.

I led UX for a redesigned onboarding experience focused on task clarity, future scalability, and increased engagement—resulting in higher completion rates, improved attachment metrics, and measurable business impact.

Contributions

Product Strategy
UX / UI Design
User Research
Prototyping
User Testing

My Role

Lead Designer (1/2)

Team

Design Leadership
Product owners
Engineering
Content Design

Usability Impact

+30%

Increase in completion for multi-line customers

Usability Impact

+9%

Increase in completion for single-line customers

Revenue Impact

+12%

Verizon Visa click-through rate

Revenue Impact

+8%

Perk attachment rate

Context

Early Signs of Success

Initial proof-of-concept

In 2024, Verizon released a new onboarding experience that enabled new customers to access the full value of their mobile account.

The new POC was already showing success, reducing call volume and improving customer setup rates, but multi-line customers were struggling with the new designs and they accounted for a large share of post-purchase fallout and support volume.

Business goals

Reduce support call volume
Improve customer setup & retention
Increase revenue during customer post-purchase journey
Scale to additional account types (Home 5G, fiber, etc.)

Below image: 2024 initial POC

Research

Key Problems

After running several moderated tests to gather customer feedback, we identified a few issues to address.

Problem 1: The POC wasn’t designed to scale to accounts with multiple lines

Right before I joined the project, a dropdown was added to switch between lines, but it added a lot of friction and confusion.

Business goal: Reduce support call volume

Problem 2: Customers expect clear guidance and calls to action

Customers were expected to manually navigate between tabs, and many customers perceived the tab bar as a checklist and not interactive.

Business goal: Improve customer setup & retention

Problem 3: Customers didn’t understand that there was more to see after setup

Customers perceived the checkmark on each tab as “done—nothing more to see here” and they wondered why they were still on this page after they reached 100%.

Business goal: Increase revenue during customer post-purchase journey

Discovery

How Might We?

Create a scalable, intuitive solution for multi-line actions

Clarify the visual signaling of the hub page

Wireframes

Rethinking Information Architecture

For early discussions, I mocked up some quick wireframes to explain an alternate approach that could be more scalable for multi-line actions.

Exploration

Device Activation Concepts

We had to determine what information was important to display on the card.

How could we make it clear which line was associated with which customer? We profile names for some customers, but not all.

I also planned to future-proof the designs, so they could scale to Home 5G and fiber customers too.

Exploration cont.

Action Card Refinement

I started refining the content of the multi-line cards, which led to other questions about our existing design patterns.

Left-aligning the cards made it easier to quickly scan data points related to multiple lines.

I explored badging to make it really clear what actions were associated with the progress wheel.

There were also other actions, like trade-ins, that could affect multiple lines.

Exploration cont.

Creating a Guided Experience

Rather than relying on customers to manually navigate between tabs after completing each primary action, I explored confirmation states that guide customers to the next action.

Testing

Validating Design Direction

Working with our research team, we developed a test plan to get feedback on our proposed changes.

We tested 3 versions of the experience:

Existing designs with the dropdown
New sub-page with additional guidance
Alternate styling and usability patterns

Findings

User Feedback Highlights

Testing showed we were headed in the right direction—customers appreciated the cleaner experience, clearer next steps, and consistent messaging of the updated designs. They responded well to the multi-line subpage and guided bottom sheets. We continued to address pain points around vague language, visual consistency, and premature ads in the next iteration.

“I get the nice pop up. I get the circle, the checkmark. I feel like I’m making progress. Continue to the next device. It just leads you right through it pretty seamlessly… I don’t have to think what’s next.”

“It was clear that I needed to activate the devices because it says ‘action needed, device activation.’ And then it showed me 0 out of 2 are activated. So it made it clear I didn’t have any devices activated.”

Refinement

Iteration & Visual Brand Alignment

I continued to iterate on the designs, incorporating feedback from testing, including clarifying the intent of the page after initial setup.

Verizon was also in the middle of a large rebrand and redefining design patterns for account management experiences.

Project Impact

Usability Impact

+30%

Increase in completion for multi-line customers

Usability Impact

+9%

Increase in completion for single-line customers

Revenue Impact

+12%

Verizon Visa click-through rate

Revenue Impact

+8%

Perk attachment rate

Final Designs

Entrypoint

The customer lands on the Welcome Center after the going through the initial welcome screens for the app and there is a bottom sheet to help contextualize the page.

Device activation

The customer is shown a contextual confirmation prompt after activating a device depending on whether they have 1 or multiple devices to activate.

Billing & perk setup

The billing tab provides a direct link to payment settings where adding a payment method is the primary action.

The primary action for the plan tab is setting up any perks the customer may have added to their account.

After 100% account setup

The customer is shown a bottom sheet explaining the change in the hub page. Additional actions are shown to the customer and most actions are dismissible.

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