Verizon Wireless Personalization UX

VerizonWireless provided a substantial amount of data, user research, personas, customer journey maps, etc. Our goal was to comb through this data and generate a series of personalized services, systems and devices that enabled the VerizonWireless customer to feel appreciated and valued over time. We embedded user interface design, templated and personalized systems requirements and illustrated family scenarios into a storyboard roadmap, e.g., Run, Walk and Crawl. Each storyboard introduces personas, business implications, user aspirations, and how VerizonWireless surpasses customer expectations of personalized services and care.

CRAWL STORYBOARD

Persona: NESTER
Dennis and Rosalie have been with Verizon Wireless for over 20 years. Last month, their daughter began a study abroad program for a year. They now find themselves in an empty nest. Verizon Wireless observes that their daughter’s calls, texts and data have dropped dramatically compared to months past. Verizon Wireless includes a customer thank you note in an email. “For over 20 years, we have appreciated your continued business. We noticed that Julie has not been using her mobile phone, can we help to save you money?”

BUSINESS IMPLICATIONS

  1. Proactive in reducing future call center inquiries
  2. Up sell opportunities when client reinstates paused line
  3. Additional service fees if line is on hold over 6 months
  4. Positive experience sharing to friends & family
  5. New customer acquisition

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WALK STORYBOARD

Persona: CONTENTED
Courtney and Dexter are relaxing on the beach while on vacation. Verizon Wireless knows that this trip has been ‘blocked off’ on their calendar for months. However, their mobile phone bills have not been paid. Courtney and Dexter have been loyal customers for many years and always pay their bill on time. While reaching for his margarita, Courtney receives a push notification from Verizon Wireless. “Sorry to disturb…” John a Verizon Wireless representative notifies Courtney that they haven’t received payment this month, but offers her to easily pay now or pay online later. However, John gives assurance that her account is in good hands and that she should relax and enjoy!

BUSINESS IMPLICATIONS

  1. Proactive in reducing future call center inquiries
  2. Positive experience sharing to friends & family

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RUN STORYBOARD

Personas: TECH FANATIC & TRANSITIONAL
Julie wants her husband Richard to get more exercise. For his 40th birthday, Julie buys Richard a FitBit Activity Wristband using her Verizon Smart Rewards points. Since Julie is an avid runner and tech fanatic, she easily shares her VZW Health FitBit workout plan to Richard. When Richard begins his jog, VZW proactively provides several jogging map-based trajectories based on his wife’s running routes. During his run, Julie gets a push notification that Richard (not Simmons) has burned 400 calories and counting. She can see that Richard is running along one of her favorite Central Park trails. Julie presses “You go Richard!” button. Richard receives a congratulatory message from Julie. Richard is informed by VZW that he has earned 500 Smart Rewards points for burning 500 calories!

BUSINESS IMPLICATIONS

  1. Verizon Wireless integrates lifestyle experiences directly into smart rewards purchasing
  2. Verizon Wireless integrates several products and services to serve customer lifestyles
  3. Customers see direct value in using and buying Verizon wireless products
  4. Increased use of Smart Rewards purchasing
  5. Word of mouth awareness of smart Rewards.
  6. Optimize third party (preferred vendors) accessories to be recommended with Smart Rewards products and Verizon Wireless services.

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