Client:

Verizon

Agency:

W12 Studios, London

Team:

Project manager
Charlotte Walford
Creative director
Henry Proudlove
Designers
Me, Keara Drumm,
Emma Mealy, Jenna Sung,
Ade Omole

My Role:

For the first couple of weeks of the design sprint, I worked closely with Henry Proudlove, Adrian Teague and Elena Agadzhanova. Together we built our personas and made context maps. I designed medium fidelity wireframes for five different flows based on user personas and different entry points defining the contents’ hierarchy .
Lately me, Keara Drumm, Emma Mealy and Jenna Sung as Product Designers, we designed the visual design system for the Content Hub, for the product configurator to present bundles and offers, and for co-branded pages and ads. Alongside, Ade Omole created high fidelity prototypes defining the motion language.

Special thanks to Mario Waza for his help in defining a visual language and to help the team creating 3D mockups for the final presentations.

Background

Verizon is the largest telecommunication company in the United States and one of the largest communication technology companies in the world, operating worldwide in 150 countries.

Verizon offers different solutions:

1. Wireless products and services
2. Broadband, 100% Fiber-optic network, phone and TV services
(Verizon Fios).
3. 5G Wireless and Home, the fastest and most powerful network for the big data demands due to new technologies such as VR, AR, Drones, self-driving vehicles and Cloud gaming systems.

Verizon wants to experience the unprecedented power of 5G with Cloud gaming collaborating with Google Stadia. 

Brief:

Cloud gaming has the potential to revolutionise the $93 billion gaming industry by making console-quality games playable on any device, anywhere. But streaming games need a lot of networks. Verizon wants to create the best possible gaming experience for millions of customers collaborating with Google Stadia.

Our Solution: 

We defined a cobranded tone of voice from learning about the product to supporting ongoing use for an end-to-end service, designing detailed how Stadia offers could be integrated into existing checkout journeys for 5G Home and Fios products for new and existing VZ customers, for desktop and mobile. 

1. Touchpoints

Documented touchpoint across Verizon, and partner ecosystems.

2. Context maps

Generated a day in the life of context maps, matching gaming personas with VZ segmentation.

3. User journeys

Created user journeys along with the LBGUPS framework for discovery and acquisition.

4. Summary

Summarised where we surface what offers to which customer profiles.

Once the partnership with Google Stadia was confirmed we defined Verizon priority audience as committed gamers who currently use consoles and PCs. 

We Explored tone of voice, co-branding and value proposition for Verizon’s gaming offers on owned, partner and 3rd-party channels making Offers available to new and existing Verizon customers.

Content Hub

We designed a landing page to promote the Stadia offer as an initial entry point but creating a framework that can evolve into Verizon’s a multi-purpose hub for gaming offers and content.

2.
Buy

We designed a frictionless purchase to integrate with existing journeys

We explored how we could showcase the Stadia offer and how a single configurator experience, across Verizon’s wireless and in-home products checkout flows, could create a simpler customer experience and encourage cross-selling, for a Frictionless purchase.

Visual guidance

At any point of the journey, the user can see what decisions have been made, and what’s next. This also caters for multiple entry points: service first, offers first, device first. It’s an interactive breadcrumb to navigate to different steps in the product configuration journey to edit choices they have made.

Focused selection

A space where users can browse a curated range of products presented in a card system that can adapt to showcase Verizon’s diverse offering. There 4 types of card to showcase different contents:
1. Plan (Wireless, Fios Internet, Fios TV)
2. Product (Phones, Accessories, Services, Subscriptions)
3. Featured (Bundles, Special offers, Upselling products)
4. Decision (For when a user is required to answer a question)

3.
Get 

Building Anticipation

In the first 30 days of the user's new plan, they will not be able
to activate their Stadia subscription. Before the customer can activate Stadia, we build excitement and the hero section of the content hub is replaced with a countdown to activation. This section also displays a range of gaming content available on stadia with a transition between a few selected ones.

Activation
Once a user can activate their Stadia subscription, the countdown is replaced CTAs to activate. We envisioned a one-click activation experience that got people into the action instantly.

4.
Use

Targeted Recommended titles

A Content Hub section dedicated to recommended titles updates based on customer’s profile. This section showcases gaming content, highlighting a featured game and also displays the range of gaming content available on stadia.

5.
Pay

Integrated account management

Payment managed through the Verizon account management simplifies the customer experience and provides an opportunity for cross-selling.