Verizon - web
Changing utility providers is often nerve-wracking. And when it involves credit checks, the decision is carefully thought through. Verizon wanted to make it easier for customers wanting to switch their mobile line over. The product to be created would ease the process for both customers and store representatives as it will be used by both. It will provide a cost breakdown that can be saved, reviewed and completing the switch online or in-store.
Our agency, R/GA New York, partnered with Verizon to introduce a simulator tool helping users to get an accurate cost to switch their mobile line. My team was in charge of designing the credit check and the checkout mechanism. The app has a modern design with elegant micro-animations, yet transparent to the user regarding the cost.
SKILLSResearch, personas, information architecture, user flows, sitemap, sketches, wireframes, testing storyboards, digital prototype.
We researched how to switch to the competitor’s network as well as the related costs. Our test was done on T-mobile, Sprint, AT&T, Metro PCS and Boost. Some competitors use tongue-and-cheek tonality to engage customers, others have no credit check plans. But as it turns out, none of the competitors have a service providing a quote to the customer interested in switching over. Verizon is the only one to offer this simulator.
During our test, we analyzed and compared the features and services provided by Verizon and its competitors. This helped us refine and confirm our list to deliver. Here is an example of the analysis we have performed.
Soft credit check no impact on credit
Bringing phone number over
Bring your own device
Filter by credit rate (good/ average / no credit check)
No credit check plan
Partnered with the research team, we wanted to find out a few key points, for example; how was research done prior to switching, what platform was used to complete the switch, the customer’s understanding of credit check and do customers know their credit score, or is it difficult to run?
- Interviewees perform mainly online research and comparison.
- The completion is split between online and in-store to get a “better deal“.
- Interviewees have had a credit check performed at least twice but haven’t necessarily run the process themselves.
- Interviewees rarely know their credit scores.
Studying the research results helped us refine the 3 representative users created. Jim likes to keep an eye on the cost, while Megan wants an overall upgrade for the family and finally Jake likes the latest and greatest gadgets.
The tasks to perform credit checks were easy to identify. The placement of the credit check in the simulator flow was the challenge. We explored multiple scenarios until it felt natural without removing the seriousness of the task. Here is an example of performing a soft credit.
The simulator tool solution was to be embedded in the original structure. So, drawing the existing hierarchy and adding the new elements without intrusion was the natural approach.
2. Ideation & Design
We had a quick sprint of 2 weeks to deliver the feature set given to us. We captured the list of requirements on a corner of the board, then sketched and iterated 5 or 6 times a day depending on the feature.
3. User Testing
We put a polished version of our design into a digital prototype to challenge our decisions. We asked users to run a credit check and focused on finding answers on element placements, tone of voice and iconography.
- The CTA placement was creating confusion for users.
- The progress bar indicated where the user was, but not how close the user was to completion.
- The copy didn't provide enough explanation related to the results.
- The graph was too minimalist and users couldn't find how to view the cost breakdown.
- Amending the CTA shape brought some softness to the page.
- Adding the estimated figures was necessary to bring more cohesion to the page and a comparative element.
- The copy provided a better information on the cost, but still had the small print feeling.
- Showing the elements that composed the updated costs due today and monthly brought more transparency.
Relocating the CTA to an eye level reduced cognitive load for the users.
Breaking down the progress bar into segments gave a better sense of the process completion.
Changing the tone of voice gave more positive feedback and clarity on the impact of the action taken.
Removing the graph made it easier for users to understand the variance in costs.
The feedback from the internal stakeholders was positive. The design is currently being implemented
by the Verizon technical team along with the relevant quality control and testing.
Adjectives describing the simulator: Clear, easy, transparent.Bill, Tester
I like that I can keep the quote and go to the store to talk to somebody.Ann, Tester
Running the process from start to finish is clear and quick.Clare, Tester