Verizon

Summer '24

Worked as an intern for the UX Design team and developed solutions to decrease fallout in the home internet space

Background

The bulk of this internship involved working on an open-ended, exploratory project with other interns, where we focused on creating strategies to boost Verizon's market share in the home internet sector.

Team

Duration

Summer 2024

12 weeks

Tools

Activites

Heuristic evaluation
Competitive analysis
Wireframes
Tree lifts
Expert interviews

My Contributions

Performed a thorough heuristic evaluation of the current flow of buying home internet through Verizon
Conducted a competitive analysis of Verizon's competition
Designed detailed wireframes and prototypes, specifically for qualify address solution
Conducted research to determine the business impact of solutions

Project Overview

How can we explore digital strategies for simplifying customer interactions and expanding Verizon's market share in the home internet sector?

Goals

Discover why there is prospect and customer fallout

1.

2. Created an implementation strategy/designs to increase Home Internet market share

What problem
did we solve?

Qualification barrier
- Entering an address to view what plans you qualify for can be perceived as the start of a long and potentially frustrating process
Browsing mentality
- Users leave the website and find other deals that are cheaper and worse quality to be more attractive because they are looking for the most cost-efficient deal

Jump to my business impact

Where do customers currently fall out?

To understand how to reduce fallout, we had to understand where the users are currently falling out. Below, you can see what the current numbers are for each step in the process of purchasing home internet.

Visit

10.7M

LQA

1.7M

LQS

700K

Cart

220K

Order

74K

-84.4%

-58.4%

-68.9%

-66.9%

The figure above shows the number of users at each step for purchasing internet. Data from the Total Wireless (Fios + FWA) from June 24

Different Directions

Visit -> LQA (Loop Qualification)
- User puts in their home address to see what they qualify for
LQA -> LQS (Loop Qualification Success)
- If user's location has access to Verizon home internet, they will go to LQS
LQS -> Cart
- User adds services to their cart
Cart -> Order
- User completes to purchase

We focused on areas that we are able to change. The transition from LQA to LQS is determined by the physical infrastructure of Verizon’s home internet, and if time had not been a limitation, we would of looked at Cart -> Order as well.

Heuristic Evaluation

Pinpointed where the major pain points were, identifying areas where our solutions could have the most significant impact.
This process involved analyzing user interactions and determining where users faced the greatest difficulties.

Scoped Down

As a result, we decided to concentrate our efforts on the steps involving visits to LQA and LQS in the cart process.

Highest number of issues based on
- User interaction data, usability testing, and feedback, which revealed frequent drop-offs, confusion, and task completion failures at these points.

Qualify Address Solution

This solution aims to reduce the fallout seen below. This is where the user puts in their home address to see what plans they qualify for.

Visit

10.7M

LQA

1.7M

-84.4%

Why is there fallout?

As you can see, nearly 85% of people are falling out at this stage, with only 15% of people even checking to see what home internet they qualify for.

We believe this fallout occurs because the process of entering a home address is inconvenient and has too many steps.

Current Flow

The following shows the entire process currently needed for a user to see what home internet they qualify for.

For the flow, you can click

"Use my location"
"Allow"
"Get Started"

We know from the principle of "The Law of Least Effort" that fewer steps for the user is best. Abiding by this principle could help us get back many of the users currently falling out.

What is our solution?

Automatically ask for location once user opens the webpage. This would allow Verizon to automatically qualify users and prevent them from browsing Home Internet options that are unavailable to them.

"Use my location" on opening page

"Allow"
"Get Started"

This would encourage users to enter the LQA process right away and allow them to browse options that are available to them.

In addition to this, there would be a main landing page

All home shopping traffic would land on a “hub like” page

Hub main landing page features Loop Qual (LQA) as the primary action & refresh based on eligibility

Browsing capabilities for customers NOT ready to purchase

Limitations

Could this lead to more fallout?
The incorrect address will be entered if the user allows the user of their location when

User is not home

User is using a VPN

We don’t anticipate these being an issue because the average user would know to block their location in these two situations. Had time not been a constraint, we would’ve conducted a real-time marketing test to verify this belief.

What would the buisness impact be?

This solution reduces the fallout between users visiting the website and putting in their home address to view what plans they qualify for. Verizon's Data Prediction Department classified this solution as a "copy change" meaning there would be a .95% lift.

Fallout

Original: 84.4% -> Improved 83.5%

People Entering Address

Original: 1.7M -> Improved 1.8M

Estimated Oprotunity

Increase of ~4.4k add-to carts a month
leading to an additional $3.6M in revenue a month

Visit

10.7M

LQA

1.8M

+5.62%

Add to Cart Solution

This solution aims to reduce the fallout seen below. This is where the user adds a plan to their cart.

LQS

700K

Cart

220K

-68.9%

Why is there fallout?

Browsing Mentality is the attitude of exploring online products or services without a firm intent to buy right away.

94% of customers research competition

54% of customers go to 4+ websites before buying a product

What is our solution?

Provide a comparison of eligible and non-eligible internet products from competitors.

From the UX Research department, we know that roughly 54% of users would be less inclined to no longer shop elsewhere if Verizon has competitive eligibility within the sales flow.

Our solution would simply tell the user that they do not qualify for other home internet options. This will encourage the user to stay on the website, knowing that other options will not have what they are looking for.

We would obtain this data from FCC, which is a database that shows updated information in the infrastructure of fiber internet.

Limitations

Accurate Data

There must be a disclaimer that says that says it is only accurate up to the time it has been updated.

What if there are other competitors?

Verizon is minimally contested in the areas where they provide Fiber
- This solution is primarily focused on fiber-specific plans.
If time had not been a constraint, we would have focused on creating designs for other internet options.
- Our initial thoughts would be to show the price as well as the speed for different options since Verizon will always be the best with speed.

What would the buisness impact be?

This solution reduces the fallout between users viewing the plans they qualify for and adding them to cart. Verizon's Data Prediction Department estimated that this solution would have a .5% lift in the LQS -> Cart

Fallout

Original: 68.9% -> Improved 68.4%

Orders to Cart

Original: 129k -> Improved 220k

Estimated Oprotunity

Increase of ~1800 add-to carts a month

leading to an additional $740K in revenue a month

LQS

360K

Cart

129K

+1.4%

Overall Business Impact

How will these 2 solutions increase market share?

Below is the anticipated business impact of both the solutions presented. Tree tests were done to achieve the projected numbers by consulting with Verizon's data prediction team.

The percentages shown are the increase of users hitting the next stage compared to the current process.

Visit

LQA

+.95%

LQS

Cart

+.5%

Order

Current

74K

Improved

81K

We will see an increase of $6.2M & ~7.6K orders a month if these simple changes are implemented

Summer '24

Verizon

Worked as an intern for the UX Design team and developed solutions to decrease fallout in the home internet space​

The bulk of this internship involved working on an open-ended, exploratory project with other interns, where we focused on creating strategies to boost Verizon's market share in the home internet sector.

Team

Myself

Shayna Finkel

Amir Arya

Sujal Shah

Duration

Summer 2024​

12 weeks

Tools

Activites

Heuristic evaluation

Competitive analysis

​Wireframes

Tree lifts

Expert interviews

My Contributions

Performed a thorough heuristic evaluation of the current flow of buying home internet through Verizon

Conducted a competitive analysis of Verizon's competition

Designed detailed wireframes and prototypes, specifically for qualify address solution

Conducted research to determine the business impact of solutions​​​​

Goals

Discover why there is prospect and customer fallout

1.​

2.

Created an implementation strategy/designs to increase Home Internet market share

What problem did we solve?

Qualification barrier

Entering an address to view what plans you qualify for can be perceived as the start of a long and potentially frustrating process​

Browsing mentality

Users leave the website and find other deals that are cheaper and worse quality to be more attractive because they are looking for the most cost-efficient deal

Jump to my business impact

To understand how to reduce fallout, we had to understand where the users are currently falling out. Below, you can see what the current numbers are for each step in the process of purchasing home internet.

Visit

10.7M

LQA

1.7M

LQS

700K

Cart

220K

Order

74K

-84.4%

-58.4%

-68.9%

-66.9%

The figure above shows the number of users at each step for purchasing internet. Data from the Total Wireless (Fios + FWA) from June 24

Different Directions

Visit -> LQA (Loop Qualification)

User puts in their home address to see what they qualify for

LQA -> LQS (Loop Qualification Success)

If user's location has access to Verizon home internet, they will go to LQS​

LQS -> Cart

User adds services to their cart

Cart -> Order

User completes to purchase ​​​​​

​​

We focused on areas that we are able to change. The transition from LQA to LQS is determined by the physical infrastructure of Verizon’s home internet, and if time had not been a limitation, we would of looked at Cart -> Order as well. ​

Heuristic Evaluation

​Pinpointed where the major pain points were, identifying areas where our solutions could have the most significant impact.

This process involved analyzing user interactions and determining where users faced the greatest difficulties.

Scoped Down

As a result, we decided to concentrate our efforts on the steps involving visits to LQA and LQS in the cart process.​ ​

Highest number of issues based on

User interaction data, usability testing, and feedback, which revealed frequent drop-offs, confusion, and task completion failures at these points.

This solution aims to reduce the fallout seen below. This is where the user puts in their home address to see what plans they qualify for.

Visit

10.7M

LQA

1.7M

-84.4%

Why is there fallout?

As you can see, nearly 85% of people are falling out at this stage, with only 15% of people even checking to see what home internet they qualify for. We believe this fallout occurs because the process of entering a home address is inconvenient and has too many steps.

Current Flow

The following shows the entire process currently needed for a user to see what home internet they qualify for.

For the flow, you can click

Worked as an intern for the UX Design team and developed solutions to decrease fallout in the home internet space

Summer 2024

Wireframes

Conducted research to determine the business impact of solutions

1.

What problem
did we solve?

Entering an address to view what plans you qualify for can be perceived as the start of a long and potentially frustrating process

If user's location has access to Verizon home internet, they will go to LQS

User completes to purchase

We focused on areas that we are able to change. The transition from LQA to LQS is determined by the physical infrastructure of Verizon’s home internet, and if time had not been a limitation, we would of looked at Cart -> Order as well.

Pinpointed where the major pain points were, identifying areas where our solutions could have the most significant impact.

As a result, we decided to concentrate our efforts on the steps involving visits to LQA and LQS in the cart process.

As you can see, nearly 85% of people are falling out at this stage, with only 15% of people even checking to see what home internet they qualify for.

We believe this fallout occurs because the process of entering a home address is inconvenient and has too many steps.

Automatically ask for location once user opens the webpage. This would allow Verizon to automatically qualify users and prevent them from browsing Home Internet options that are unavailable to them.

"Use my location" on opening page

Could this lead to more fallout?
The incorrect address will be entered if the user allows the user of their location when

Increase of ~4.4k add-to carts a month
leading to an additional $3.6M in revenue a month

Provide a comparison of eligible and non-eligible internet products from competitors.

From the UX Research department, we know that roughly 54% of users would be less inclined to no longer shop elsewhere if Verizon has competitive eligibility within the sales flow.

Our initial thoughts would be to show the price as well as the speed for different options since Verizon will always be the best with speed.