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Original card layouts are modified to include previously separate functions, and collapsable cards allow for the greatest visibility for plan selection. Some of the changes made in this included: Plan Card Redesign Cards are redesigned to expand when users are interested, yet stay at the minimum size otherwise. This allows users to focus more, reducing visual and cognitive load. “Perks,” otherwise known as Add Ons, have been included into the plan menu, letting users purchase while selecting plans. This has the effect of putting the choices in the checkout process, and making them more suggestive. New card format brings primary CTAs and choices to top frame (first visual). 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keeping with the principles that I wanted to apply (transparent as possible, user-centric, and trustworthy) I also performed a content audit, then revised content to simplify or empower as appropriate. I was modest in my changes, and there are more opportunities if Verizon wanted to be more assertive in its approach. An online version of the Content Design Document can be seen through this link (link). Trust in... Of all the user complaints with the telecoms, trust is the largest. Am I getting a good deal, are the companies upselling or creating limited choices to profit over us, or is my data safe? These are questions that are so common among users that they no longer need to even say them out loud. What if the content policy were to address them? What would happen if users could ask these questions directly, or see what they doubt on informational pages? What if LLMs were used to let users get (guided) answers? What if the impression of Verizon were one of an honest, transparent business that put its users first? I would imagine that it would translate to higher adoption, and I think the first step towards that would be a content redesign. 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I was modest in my changes, and there are more opportunities if Verizon wanted to be more assertive in its approach. \n\nAn online version of the Content Design Document can be seen through this link (link).  \n\nTrust in...\nOf all the user complaints with the telecoms, trust is the largest. Am I getting a good deal, are the companies upselling or creating limited choices to profit over us, or is my data safe? These are questions that are so common among users that they no longer need to even say them out loud. What if the content policy were to address them?\n\nWhat would happen if users could ask these questions directly, or see what they doubt on informational pages? What if LLMs were used to let users get (guided) answers? What if the impression of Verizon were one of an honest, transparent business that put its users first? I would imagine that it would translate to higher adoption, and I think the first step towards that would be a content redesign. 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Notes As I began to lay out possible changes and iterate on how to establish trust with users, a few other ideas came out. 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One was that in addition to being sensitive to users, I should take into account previous designs and not go too far away from current iterations. Design changes between pages may lead to distrust (lack of continuity), and the scope of the project should be respected as well. Time, money, testing, and probably some legal teams had gone into the current site. Second was that users would want to save time, and that the top of the screen - that first view on any device - was critical for first impressions. The hero and the card style would likely have to be truncated or altered, accordingly. The three concepts meant that graphics and content be adjusted in tone and value, and not appear too different from the host site, which might make users distrust the content. ","absoluteBoundingBox":{"x":7822.0,"y":14588.0,"width":215.0,"height":965.0},"isolatedAbsoluteRenderBounds":{"x":7822.19189453125,"y":14593.98046875,"width":213.4033203125,"height":952.1630859375},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":215.0,"y":965.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[3,3,3,3,3,3,3,3,3,3,3,3,3],"characters":"Design Notes\nAs I began to lay out possible changes and iterate on how to establish trust with users, a few other ideas came out. One was that in addition to being sensitive to users, I should take into account previous designs and not go too far away from current iterations. Design changes between pages may lead to distrust (lack of continuity), and the scope of the project should be respected as well. Time, money, testing, and probably some legal teams had gone into the current site. \n\nSecond was that users would want to save time, and that the top of the screen - that first view on any device - was critical for first impressions. The hero and the card style would likely have to be truncated or altered, accordingly. \n\nThe three concepts meant that graphics and content be adjusted in tone and value, and not appear too different from the host site, which might make users distrust the 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Versions were tested with a small sample of users that were open to changing mobile plans. Conducted in live sessions, the users were 60% in favor of version 2, citing the speed and simplicity of the interactions as their preference. The remaining 40% was split between the Lovable version (it’s focus on price), and the existing site (designs made no difference, since they ignored the background, they claimed). Final Results and Learning As the project concluded there were several takeaways, the most significant of which was that, even with a small sample, users prefer simplified and clear pathways to their choices. Streamlined choice cards, as in Version 2 are just one way to get there. Checkout processes that allow users more information, clearly and evenly marked (as opposed to greyed or small print paragraphs) raise levels of trust, and are likely to be positively received. Another takeaway seen in the pain points and user feedback, is how important it is to claim that first-view space. With limited time and attention, time spent scrolling past color-intensive elements can result in diminished attention, losing the first glance memory that will help potential customers retain desired options. Some attention is needed on sizing as well, as was the case of add on icons (Hulu, Disney, Netflix, and the like), to make it appealing and easy for users to understand. Through the project there were times when I was required to learn about the specifics of telecom offerings, and that was especially true of the fine print that haunts the bottom of these pages. To cover legal risks there are paragraphs of text, much of which may be necessary. From a content perspective it would be interesting to work with the legal department on how to reduce it; there is no question that no user feels comfortable when reading so many conditions to claims made by the company. Next Steps Were the project to be continued with an expanded scope, the first step would be testing, as well as establishing requirements from stakeholders. Brand identity, existing design systems, and legal requirements would need to be worked into the new goal, before more extensive testing with users. 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Conducted in live sessions, the users were 60% in favor of version 2, citing the speed and simplicity of the interactions as their preference. The remaining 40% was split between the Lovable version (it’s focus on price), and the existing site (designs made no difference, since they ignored the background, they claimed).\n\nFinal Results and Learning\nAs the project concluded there were several takeaways, the most significant of which was that, even with a small sample, users prefer simplified and clear pathways to their choices. Streamlined choice cards, as in Version 2 are just one way to get there. Checkout processes that allow users more information, clearly and evenly marked (as opposed to greyed or small print paragraphs) raise levels of trust, and are likely to be positively received. \n\nAnother takeaway seen in the pain points and user feedback, is how important it is to claim that first-view space. With limited time and attention, time spent scrolling past color-intensive elements can result in diminished attention, losing the first glance memory that will help potential customers retain desired options. Some attention is needed on sizing as well, as was the case of add on icons (Hulu, Disney, Netflix, and the like), to make it appealing and easy for users to understand. \n\nThrough the project there were times when I was required to learn about the specifics of telecom offerings, and that was especially true of the fine print that haunts the bottom of these pages. To cover legal risks there are paragraphs of text, much of which may be necessary. 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with AI To get a new take on the page, I also prompted the tool Lovable.dev to iterate on how it might approach the challenge. Given the constraints (transparency, user-centric, and trustworthy), as well as existing design, it generated a version that validated many of the choices I made in Version 2. Some of the changes included: Structure Space was increased between elements Information mirrored existing site Cards and areas are set apart with a gray drop shadow Buttons and badges taken away except for plan selector and discount links Color Changes The hero was changed to black with white text, and most text was set to black. High contrast and with just a few red marks, the effect of the change was to lead the user to the red on the page (bullet points and pricing) Plan Cards Cards stayed mostly the same, with the change that prices were placed under the plan title and caption, in red and larger print Overall version 3 was the least attractive option, with few surprises and a heavy reliance on the existing site. 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first steps in the information gathering phase was to conduct a Competitive Analysis of key competitors (competitors able to use their own network, whose adoption numbers were comparable). Knowing more about how Verizon differentiated itself was useful and led to some potential opportunities. Each of the big 3 (Verizon, AT&T, T-Mobile) are mass market players, but interestingly also have niche markets. Monthly page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign.  All of them share a similar online sales funnel, though in a closer examination of their websites, both AT&T and T-Mobile use an information-first approach to their pages. By giving price information and clear choices to guide users, they give the appearance of greater trust, which I would soon confirm from users. 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Knowing more about how Verizon differentiated itself was useful and led to some potential opportunities. Each of the big 3 (Verizon, AT&T, T-Mobile) are mass market players, but interestingly also have niche markets. Monthly page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign. \n\nAll of them share a similar online sales funnel, though in a closer examination of their websites, both AT&T and T-Mobile use an information-first approach to their pages. By giving price information and clear choices to guide users, they give the appearance of greater trust, which I would soon confirm from users. \n\nPolling informally and using user forums I was able to discover some pain points customers have, many of which could be addressed through adjustments in UI, UX, and ultimately product offerings. 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It does it.  Anyone that’s hired an employee knows that this doesn’t always work well. People — and here we can lump in robots — have their own interpretations and may not see the task the way that you do. Managers and organizations spend a lot of time clarifying tasks, making sure everyone is motivated for it, and even incentivizing their completion. While motivation isn’t an issue for our mechanical friends, clarification certainly will be.","absoluteBoundingBox":{"x":6414.0,"y":6833.0,"width":279.0,"height":399.0},"isolatedAbsoluteRenderBounds":{"x":6414.0,"y":6833.0,"width":279.0,"height":399.0},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":279.0,"y":399.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"visible":false,"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[],"characters":"Common assumption 1:    Tell the thing what to do. It does it. \n\n\n\nAnyone that’s hired an employee knows that this doesn’t always work well. 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Conducted in live sessions, the users were 60% in favor of version 2, citing the speed and simplicity of the interactions as their preference. The remaining 40% was split between the Lovable version (it’s focus on price), and the existing site (designs made no difference, since they ignored the background, they claimed).\n\nFinal Results and Learning\nAs the project concluded there were several takeaways, the most significant of which was that, even with a small sample, users prefer simplified and clear pathways to their choices. Streamlined choice cards, as in Version 2 are just one way to get there. Checkout processes that allow users more information, clearly and evenly marked (as opposed to greyed or small print paragraphs) raise levels of trust, and are likely to be positively received. \n\nAnother takeaway seen in the pain points and user feedback, is how important it is to claim that first-view space. With limited time and attention, time spent scrolling past color-intensive elements can result in diminished attention, losing the first glance memory that will help potential customers retain desired options. Some attention is needed on sizing as well, as was the case of add on icons (Hulu, Disney, Netflix, and the like), to make it appealing and easy for users to understand. \n\nThrough the project there were times when I was required to learn about the specifics of telecom offerings, and that was especially true of the fine print that haunts the bottom of these pages. To cover legal risks there are paragraphs of text, much of which may be necessary. From a content perspective it would be interesting to work with the legal department on how to reduce it; there is no question that no user feels comfortable when reading so many conditions to claims made by the company. \n\nNext Steps\nWere the project to be continued with an expanded scope, the first step would be testing, as well as establishing requirements from stakeholders. Brand identity, existing design systems, and legal requirements would need to be worked into the new goal, before more extensive testing with users. 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Was Verizon losing out on potential customers? If so, what are the pain points to address? Problem: The mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, something corroborated by higher traffic rates to near peer competitors. Monthly  page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign. ","absoluteBoundingBox":{"x":7822.0,"y":7373.0,"width":215.0,"height":768.0},"isolatedAbsoluteRenderBounds":{"x":7822.19189453125,"y":7378.77587890625,"width":212.3525390625,"height":760.5439453125},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":215.0,"y":768.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11],"characters":"From the first moments on the page I knew things were off, and two questions needed to be answered. \n\nWas Verizon losing out on potential customers?\n\nIf so, what are the pain points to address?\n\n\nProblem:\nThe mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, something corroborated by higher traffic rates to near peer competitors. Monthly  page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign. ","lineIndentations":[0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/71:23","fontFamily":"Poppins","fontPostScriptName":"Poppins-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"fontVariantPosition":"NORMAL","fontSize":16.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":24.0,"lineHeightPercent":100.0,"lineHeightUnit":"INTRINSIC_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED","lineHeightPercentFontSize":100},"styleOverrideTable":{"11":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/71:23","hyperlink":{"type":"URL","url":"http://verizon.com","openInNewTab":true},"boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"155:899":{"type":"TEXT","id":"155:899","name":"Armed with clear needs and a sense of what the users are facing, I went on to refine what the project would entail. Business Requirements Every business needs to see an ROI for its effort, and in this case, an obvious ROI for Verizon is increased engagement with its users. Measurable by traffic, time on site, heat maps, and click through rates, and conversions, the more time users spend on Verizon’s site, the better. Hence, requirement 1, changes to the site need to lead to an increase of sales. Requirement 2 is to follow brand guidelines and practices - don’t reinvent expensive wheels, in other words. Scope  The mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, and will be changed through this project. This project would limit content and user interface changes to a single page to show how changes could improve the “top of the funnel” for the site. Were the changes or ideas to be adopted, the scope would need to be widened to include the checkout process and conclusion (looping) for the site. System Design The limited scope of the project does not make an impact on the system design of the online sales funnel, yet I will provide an option for changes in the below Strategic Roadmap and flow chart.","absoluteBoundingBox":{"x":6478.0,"y":9493.0,"width":1120.0,"height":600.0},"isolatedAbsoluteRenderBounds":{"x":6478.240234375,"y":9499.7197265625,"width":1111.7509765625,"height":590.6806640625},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":1120.0,"y":600.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11],"characters":"Armed with clear needs and a sense of what the users are facing, I went on to refine what the project would entail. \n\nBusiness Requirements\nEvery business needs to see an ROI for its effort, and in this case, an obvious ROI for Verizon is increased engagement with its users. Measurable by traffic, time on site, heat maps, and click through rates, and conversions,  the more time users spend on Verizon’s site, the better. Hence, requirement 1, changes to the site need to lead to an increase of sales. Requirement 2 is to follow brand guidelines and practices - don’t reinvent expensive wheels, in other words.  \n\nScope \nThe mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, and will be changed through this project. This project would limit content and user interface changes to a single page to show how changes could improve the “top of the funnel” for the site. Were the changes or ideas to be adopted, the scope would need to be widened to include the checkout process and conclusion (looping) for the site.\n\nSystem Design\nThe limited scope of the project does not make an impact on the system design of the online sales funnel, yet I will provide an option for changes in the below Strategic Roadmap and flow chart. 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Change In Version 2 the flow is maintained and the plan selection process is streamlined. 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Minimizing Content and Streamlining Flow As with version 1, the hero is greatly reduced and color matched Writing streamlined and new explanations were written for each fo the plan summaries Buttons and badges taken away except for plan selector and discount links Greater Accessibility Line selector buttons made simpler with button style Contrast ratios increased for better visibility Color simplification (yellow colors reduced to allow for greater daylight viewing) Linear flow introduced during selection process to reduce clutter Clarity and Transparency Top frame (the vital first view area) now has important information leading to CTAs and choices Universal plan benefits combined into a single section, with higher contrast and brand color matching Overall site flow maintained Overall version 2 reduces complexity in the selection process, reducing the number of steps and distractions. 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Original card layouts are modified to include previously separate functions, and collapsable cards allow for the greatest visibility for plan selection. Some of the changes made in this included:\n\nPlan Card Redesign\nCards are redesigned to expand when users are interested, yet stay at the minimum size otherwise. This allows users to focus more, reducing visual and cognitive load.\n“Perks,” otherwise known as Add Ons, have been included into the plan menu, letting users purchase while selecting plans. This has the effect of putting the choices in the checkout process, and making them more suggestive. \nNew card format brings primary CTAs and choices to top frame (first visual).\n\nMinimizing Content and Streamlining Flow\nAs with version 1, the hero is greatly reduced and color matched\nWriting streamlined and new explanations were written for each fo the plan summaries\nButtons and badges taken away except for plan selector and discount links\n\nGreater Accessibility\nLine selector buttons made simpler with button style\nContrast ratios increased for better visibility \nColor simplification (yellow colors reduced to allow for greater daylight viewing)\nLinear flow introduced during selection process to reduce clutter\n\nClarity and Transparency\nTop frame (the vital first view area) now has important information leading to CTAs and choices \nUniversal plan benefits combined into a single section, with higher contrast and brand color matching\nOverall site flow maintained\n\nOverall version 2 reduces complexity in the selection process, reducing the number of steps and distractions. 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It begins with known dissatisfaction with shopping, then shows how users could be won over at the comparison stage (where Verizon’s Unlimited Plans page is a major touchpoint), beginning their long term journey with the company. For Verizon the important touchpoints are in the exploration and comparison phases, and there are some interesting opportunities there. 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It begins with known dissatisfaction with shopping, then shows how users could be won over at the comparison stage (where Verizon’s Unlimited Plans page is a major touchpoint), beginning their long term journey with the company. For Verizon the important touchpoints are in the exploration and comparison phases, and there are some interesting opportunities there. Outside the scope of this project, the company could utilize new marketing channels (grassroots/storefront/venues) with a feature add to promote new value, or to establish the company with identity marketing.  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Knowing more about how Verizon differentiated itself was useful and led to some potential opportunities. Each of the big 3 (Verizon, AT&T, T-Mobile) are mass market players, but interestingly also have niche markets. Monthly page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign.  All of them share a similar online sales funnel, though in a closer examination of their websites, both AT&T and T-Mobile use an information-first approach to their pages. By giving price information and clear choices to guide users, they give the appearance of greater trust, which I would soon confirm from users. Polling informally and using user forums I was able to discover some pain points customers have, many of which could be addressed through adjustments in UI, UX, and ultimately product offerings.","absoluteBoundingBox":{"x":6478.0,"y":8024.0,"width":1120.0,"height":390.0},"isolatedAbsoluteRenderBounds":{"x":6478.240234375,"y":8030.31982421875,"width":1116.9072265625,"height":381.08056640625},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":1120.0,"y":390.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8],"characters":"The first steps in the information gathering phase was to conduct a Competitive Analysis of key competitors (competitors able to use their own network, whose adoption numbers were comparable). 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first steps in the information gathering phase was to conduct a Competitive Analysis of key competitors (competitors able to use their own network, whose adoption numbers were comparable). Knowing more about how Verizon differentiated itself was useful and led to some potential opportunities. Each of the big 3 (Verizon, AT&T, T-Mobile) are mass market players, but interestingly also have niche markets. Monthly page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign.  All of them share a similar online sales funnel, though in a closer examination of their websites, both AT&T and T-Mobile use an information-first approach to their pages. By giving price information and clear choices to guide users, they give the appearance of greater trust, which I would soon confirm from users. Polling informally and using user forums I was able to discover some pain points customers have, many of which could be addressed through adjustments in UI, UX, and ultimately product offerings.","absoluteBoundingBox":{"x":6478.0,"y":8024.0,"width":1120.0,"height":390.0},"isolatedAbsoluteRenderBounds":{"x":6478.240234375,"y":8030.31982421875,"width":1116.9072265625,"height":381.08056640625},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":1120.0,"y":390.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,7,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8,8],"characters":"The first steps in the information gathering phase was to conduct a Competitive Analysis of key competitors (competitors able to use their own network, whose adoption numbers were comparable). Knowing more about how Verizon differentiated itself was useful and led to some potential opportunities. Each of the big 3 (Verizon, AT&T, T-Mobile) are mass market players, but interestingly also have niche markets. Monthly page view and visit count among competitors (ATT, T-Mobile) are significantly higher as well, suggesting that engagement and retention could be increased through redesign. \n\nAll of them share a similar online sales funnel, though in a closer examination of their websites, both AT&T and T-Mobile use an information-first approach to their pages. By giving price information and clear choices to guide users, they give the appearance of greater trust, which I would soon confirm from users. \n\nPolling informally and using user forums I was able to discover some pain points customers have, many of which could be addressed through adjustments in UI, UX, and ultimately product offerings. 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Original card layouts are modified to include previously separate functions, and collapsable cards allow for the greatest visibility for plan selection. Some of the changes made in this included: Plan Card Redesign Cards are redesigned to expand when users are interested, yet stay at the minimum size otherwise. This allows users to focus more, reducing visual and cognitive load. “Perks,” otherwise known as Add Ons, have been included into the plan menu, letting users purchase while selecting plans. This has the effect of putting the choices in the checkout process, and making them more suggestive. New card format brings primary CTAs and choices to top frame (first visual). Minimizing Content and Streamlining Flow As with version 1, the hero is greatly reduced and color matched Writing streamlined and new explanations were written for each fo the plan summaries Buttons and badges taken away except for plan selector and discount links Greater Accessibility Line selector buttons made simpler with button style Contrast ratios increased for better visibility Color simplification (yellow colors reduced to allow for greater daylight viewing) Linear flow introduced during selection process to reduce clutter Clarity and Transparency Top frame (the vital first view area) now has important information leading to CTAs and choices Universal plan benefits combined into a single section, with higher contrast and brand color matching Overall site flow maintained Overall version 2 reduces complexity in the selection process, reducing the number of steps and distractions. 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System Design The limited scope of the project does not make an impact on the system design of the online sales funnel, yet I will provide an option for changes in the below Strategic Roadmap and flow chart.","absoluteBoundingBox":{"x":6478.0,"y":9493.0,"width":1120.0,"height":600.0},"isolatedAbsoluteRenderBounds":{"x":6478.240234375,"y":9499.7197265625,"width":1111.7509765625,"height":590.6806640625},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":1120.0,"y":600.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11],"characters":"Armed with clear needs and a sense of what the users are facing, I went on to refine what the project would entail. \n\nBusiness Requirements\nEvery business needs to see an ROI for its effort, and in this case, an obvious ROI for Verizon is increased engagement with its users. Measurable by traffic, time on site, heat maps, and click through rates, and conversions,  the more time users spend on Verizon’s site, the better. Hence, requirement 1, changes to the site need to lead to an increase of sales. Requirement 2 is to follow brand guidelines and practices - don’t reinvent expensive wheels, in other words.  \n\nScope \nThe mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, and will be changed through this project. This project would limit content and user interface changes to a single page to show how changes could improve the “top of the funnel” for the site. 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I was modest in my changes, and there are more opportunities if Verizon wanted to be more assertive in its approach. An online version of the Content Design Document can be seen through this link (link). Trust in... Of all the user complaints with the telecoms, trust is the largest. Am I getting a good deal, are the companies upselling or creating limited choices to profit over us, or is my data safe? These are questions that are so common among users that they no longer need to even say them out loud. What if the content policy were to address them? What would happen if users could ask these questions directly, or see what they doubt on informational pages? What if LLMs were used to let users get (guided) answers? What if the impression of Verizon were one of an honest, transparent business that put its users first? I would imagine that it would translate to higher adoption, and I think the first step towards that would be a content redesign. It’s out of scope for the project, but something to think about.","absoluteBoundingBox":{"x":6478.0,"y":11720.0,"width":1120.0,"height":540.0},"isolatedAbsoluteRenderBounds":{"x":6477.64013671875,"y":11723.3203125,"width":1119.71875,"height":504.080078125},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":1120.0,"y":540.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":1.0,"g":1.0,"b":1.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,18,17,17,17,0,16,16,16,16,16,16,16,16,16,16,16,16],"characters":"In keeping with the principles that I wanted to apply (transparent as possible, user-centric, and trustworthy) I also performed a content audit, then revised content to simplify or empower as appropriate. I was modest in my changes, and there are more opportunities if Verizon wanted to be more assertive in its approach. \n\nAn online version of the Content Design Document can be seen through this link (link).  \n\nTrust in...\nOf all the user complaints with the telecoms, trust is the largest. Am I getting a good deal, are the companies upselling or creating limited choices to profit over us, or is my data safe? These are questions that are so common among users that they no longer need to even say them out loud. What if the content policy were to address them?\n\nWhat would happen if users could ask these questions directly, or see what they doubt on informational pages? What if LLMs were used to let users get (guided) answers? What if the impression of Verizon were one of an honest, transparent business that put its users first? I would imagine that it would translate to higher adoption, and I think the first step towards that would be a content redesign. It’s out of scope for the project, but something to think about. \n","lineIndentations":[0,0,0,0,0,0,0,0,0],"lineTypes":["NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE","NONE"],"listStartOffsets":[],"lineStyleOverrides":[0,0,0,0,0,0,0,0,0],"lineTextDirections":null,"textAutoResize":"HEIGHT","style":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/131:11","fontFamily":"Poppins","fontPostScriptName":"Poppins-Regular","fontStyle":"Regular","textAutoResize":"HEIGHT","boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"fontVariantPosition":"NORMAL","fontSize":20.0,"textAlignHorizontal":"LEFT","textAlignVertical":"TOP","letterSpacing":0.0,"letterSpacingValue":0.0,"letterSpacingUnit":"PERCENT","lineHeightPx":30.0,"lineHeightPercent":100.0,"lineHeightUnit":"INTRINSIC_%","paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textTruncation":"DISABLED","lineHeightPercentFontSize":100},"styleOverrideTable":{"18":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/131:11","hyperlink":{"type":"NODE","nodeID":"/casestudyverizoncontentdesign"},"boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"textDecoration":"UNDERLINE","isOverrideOverTextStyle":true,"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"17":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/131:11","boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100},"16":{"styleIdForText":"StyleId:41f9de693b5f3c031934f06d2b2f3976975d272b/131:11","boundVariables":{"paints":[{"type":"VARIABLE_ALIAS","id":"VariableID:55030ef72132fac8afb297a054da5381de4b7e7f/9:825"}]},"paragraphSpacing":0,"paragraphIndent":0,"listSpacing":0,"italic":false,"textCase":"ORIGINAL","textDecoration":"NONE","textDecorationSkipInk":false,"textDecorationStyle":"solid","textAutoResize":"NONE","textTruncation":"DISABLED","lineHeightPercent":100,"lineHeightPercentFontSize":100}}},"155:709":{"type":"TEXT","id":"155:709","name":"Armed with clear needs and a sense of what the users are facing, I went on to refine what the project would entail. Business Requirements Every business needs to see an ROI for its effort, and in this case, an obvious ROI for Verizon is increased engagement with its users. Measurable by traffic, time on site, heat maps, and click through rates, and conversions, the more time users spend on Verizon’s site, the better. Hence, requirement 1, changes to the site need to lead to an increase of sales. Requirement 2 is to follow brand guidelines and practices - don’t reinvent expensive wheels, in other words. Scope  The mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, and will be changed through this project. This project would limit content and user interface changes to a single page to show how changes could improve the “top of the funnel” for the site. Were the changes or ideas to be adopted, the scope would need to be widened to include the checkout process and conclusion (looping) for the site. System Design The limited scope of the project does not make an impact on the system design of the online sales funnel, yet I will provide an option for changes in the below Strategic Roadmap and flow chart.","absoluteBoundingBox":{"x":7822.0,"y":13748.0,"width":215.0,"height":2280.0},"isolatedAbsoluteRenderBounds":{"x":7821.5400390625,"y":13754.7802734375,"width":214.04150390625,"height":2265.3994140625},"relativeTransform":[[1.0,0.0,16.0],[0.0,1.0,8.0]],"size":{"x":215.0,"y":2280.0},"fills":[{"blendMode":"NORMAL","type":"SOLID","color":{"r":0.0,"g":0.0,"b":0.0,"a":1.0},"boundVariables":{"color":{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}},"visible":true,"opacity":1.0}],"strokeAlign":"OUTSIDE","layoutAlign":"STRETCH","strokes":[],"effects":[],"boundVariables":{"fills":[{"type":"VARIABLE_ALIAS","id":"VariableID:9:616"}]},"accessibleHTMLTag":"AUTO","isDecorativeImage":false,"ariaAttributes":{},"interactions":[],"characterStyleOverrides":[0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,12,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,13,13,13,13,13,13,13,13,13,13,13,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,0,11,11,11,11,11,11,11,11,11,11,11,11,11,11],"characters":"Armed with clear needs and a sense of what the users are facing, I went on to refine what the project would entail. \n\nBusiness Requirements\nEvery business needs to see an ROI for its effort, and in this case, an obvious ROI for Verizon is increased engagement with its users. Measurable by traffic, time on site, heat maps, and click through rates, and conversions,  the more time users spend on Verizon’s site, the better. Hence, requirement 1, changes to the site need to lead to an increase of sales. Requirement 2 is to follow brand guidelines and practices - don’t reinvent expensive wheels, in other words.  \n\nScope \nThe mobile plans page of verizon.com, a critical entry point for their service sales funnel, has a distracting user experience that lacks engagement, and will be changed through this project. This project would limit content and user interface changes to a single page to show how changes could improve the “top of the funnel” for the site. Were the changes or ideas to be adopted, the scope would need to be widened to include the checkout process and conclusion (looping) for the site.\n\nSystem Design\nThe limited scope of the project does not make an impact on the system design of the online sales funnel, yet I will provide an option for changes in the below Strategic Roadmap and flow chart. 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Conducted in live sessions, the users were 60% in favor of version 2, citing the speed and simplicity of the interactions as their preference. The remaining 40% was split between the Lovable version (it’s focus on price), and the existing site (designs made no difference, since they ignored the background, they claimed). Final Results and Learning As the project concluded there were several takeaways, the most significant of which was that, even with a small sample, users prefer simplified and clear pathways to their choices. Streamlined choice cards, as in Version 2 are just one way to get there. Checkout processes that allow users more information, clearly and evenly marked (as opposed to greyed or small print paragraphs) raise levels of trust, and are likely to be positively received. Another takeaway seen in the pain points and user feedback, is how important it is to claim that first-view space. 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