Industry
Telecommunications
Client
Verizon
Service Dashboard & Journey Optimization
Upon logging in, business users expect a frictionless dashboard to manage daily operations—paying bills, managing team permissions, and monitoring usage. However, competing internal priorities heavily favored aggressive upsell and upgrade prompts. Over time, business-driven clutter compromised user intent, adding friction to core tasks and slowing the journey to checkout.
7.6K
Total visits
140%
More likely to engage with
eCommerce links
296%
More likely to engage with
servicing links
Redesigned the homepage dashboard to prioritize service-first user intent while preserving strategic upsell opportunities.
Increased Commerce Conversion: Redesign led to a significant spike in customers entering the primary purchase flow and exponentially higher body-page engagement compared to the legacy homepage.
Scaled Enterprise Rollout: Successfully deployed Phase 1 to 50% of targeted enterprise accounts, creating a clear runway for full 100% deployment.
Established Design Benchmark: Received overwhelming executive approval and established the new B2B homepage as the design benchmark for Verizon's B2C.
“The design team delivered remarkable improvements in commerce conversion and page engagement on our flagship homepage redesign. The early data earned overwhelming executive praise and established our work as the benchmark across the business.”
— Account Director, Client Services
The Challenge
Aligning cross-functional teams around a unified North Star vision.
We needed to define and socialize a clear North Star vision to showcase design capabilities and bridge the gap between Verizon's product managers, digital strategists, and engineering teams.
Cross-Team Alignment: Created a unified visual framework to help product teams evaluate technical feasibility against aggressive business goals.
Strategic Roadmap: Equipped agency leadership (Bounteous) and Verizon stakeholders with visual artifacts to guide iterative releases against a long-term roadmap.
The Approach
Establishing an agile, follow-the-sun collaboration model.
To meet tight delivery timelines, I collaborated closely with our UX Lead, Design Director, and Verizon SMEs to align on site mechanics and business goals during US hours.
Strategy & Discovery: Led high-level design ideation, user flow mapping, and SME alignment sessions.
Dual-Shore Handoffs: Structured seamless handoffs to our offshore engineering team in India at the end of each US workday, leveraging overlapping hours to resolve roadblocks and maintain continuous production momentum.
