Verizon24 | Neda Rahimi

Summer '24

Verizon

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

Streamlining Verizon’s Home Internet Purchase Funnel

At-a-glance

High drop-off rates in digital product funnels often signal broken assumptions and unclear journeys. At Verizon, we dove into the home internet purchase flow to uncover why millions of users disengage before completing their purchase. Across a 12-week internship, I led research and analysis, from competitive benchmarking to heuristic evaluation to iterative wireframes, that informed design recommendations to simplify eligibility steps, provide browsing options, and communicate value clearly. This project strengthened my ability to translate complex analytics and qualitative insights into actionable UX designs.

Industry

Telecommunication

Tools

Figma
Competitive analysis
Heuristic evaluation
Data analytics
UX research methods

Timeline

Summer 2024
12 weeks

Team

Shayna Finkel

Amir

Arya

Sujal

Shah

Jump to my business impact

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

Problem breakdown

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

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

Objectives

1. Reduce fallout at critical touchpoints

2. Improve user engagement

3. Enhance clarity for prospective customers

Final Solution

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

How did we get there?

How did we scope down?

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.

Solution #1 - Qualify Address

This solution aims to reduce the fallout seen below, 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

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?

Create a main landing page. User's are no longer forced to put in home address and are allowed to browse before committing.

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

What would the business 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 Opportunity

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%

Solution #2 - Add to Cart

This solution aims to reduce the fallout seen below, 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 Opportunity

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 impact. Tree tests were done to achieve the projected numbers by consulting with Verizon's data prediction team.

Visit

LQA

+.95%

LQS

Cart

+.5%

Order

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

Current

74K

Improved

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​

At-a-glance

Industry

Telecommunication

Tools

Figma Competitive analysis Heuristic evaluation Data analytics UX research methods

Timeline

Summer 2024​ 12 weeks

Team

Jump to my business impact

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​​​​

Problem breakdown

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

Objectives

1.​

Reduce fallout at critical touchpoints

2.

Improve user engagement

3.

Enhance clarity for prospective customers

Final Solution

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

How did we get there?

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.

Solution #1 - Qualify Address

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

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?

Create a main landing page. User's are no longer forced to put in home address and are allowed to browse before committing.

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

Figma
Competitive analysis
Heuristic evaluation
Data analytics
UX research methods

Summer 2024
12 weeks

Conducted research to determine the business impact of solutions

1.

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.

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.

Increase of ~1800 add-to carts a month
leading to an additional $740K in revenue a month