Verizon • One Digital Transformation
Account management, made easy and personal
How It All Started
The brief was to reimagine the My Verizon App and the logged-in experience on verizonwireless.com, transforming them into smarter, more intuitive destinations that meet customer needs with speed and clarity. The primary goal was to increase self-service and reduce reliance on human-assisted support, while also improving task completion and elevating overall customer satisfaction.
In my role as Director of Product Design, I led a large team of over 60 creatives, organized into smaller working groups, through a major transformation effort. I guided everything from feature definition to concepting and detailed design, with a focus on cross-functional alignment and upholding a consistently high standard of quality across every team and workstream.
A Closer Look at the Problem
Over time, Verizon's logged-in experiences had become disjointed. As new features were added in isolation, the overall flow began to feel fragmented and outdated. Tasks that should’ve been simple became time-consuming, and the experience no longer kept pace with rising user expectations.
This work wasn’t just about modernizing the interface—it was about rethinking how everything fits together. By reconnecting the experience around user needs and making common tasks faster and more intuitive, we laid the groundwork for a more cohesive, future-ready platform.
The devil’s in the details—and so are the answers. A sharper look at the key topics likely on your mind.
It’s always an honor to have work recognized by the creative industry’s leading voices. Whether for global brands or breakthrough moments, these awards reflect what’s possible when teams rally around a clear idea, push boundaries, and execute with craft. While the trophies are never the goal, they’re a proud reminder of what purposeful creativity can achieve.
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A full-scale audit of logged-in systems uncovered outdated UX patterns, redundant tools, and inconsistent experiences across siloed platforms.
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Complex task flows, such as support resolution, onboarding, commerce, and account management—were examined to identify high-friction moments, handoff failures, and duplicated effort.
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Cross-functional working sessions with IT, customer support, and product teams revealed misaligned KPIs, process bottlenecks, persistent blockers, and ownership gaps limiting scalability.
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Customer feedback and behavioral data were aggregated to quantify pain points, like high drop-off rates, long task durations, and repeated service calls, building a strong case for change.
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All insights were synthesized into a service-wide diagnostic framework to guide systemic transformation across business, design, and engineering, beyond surface-level UX fixes.
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This wasn’t a design refresh, it was a systemic redesign. By identifying the hidden inefficiencies buried in disconnected systems and competing priorities, we reframed the problem as a cross-functional challenge, not just a UI issue. The analysis gave us evidence to push past minor optimizations and align stakeholders on a shared goal: delivering a cohesive, scalable experience that could meet rising user expectations and support long-term growth. Without this level of depth, we would have risked treating surface symptoms instead of addressing the underlying systemic issues driving them.
How We Made It Happen
Tackling this space meant navigating a large, complex set of requirements—each with its own set of dependencies. With multiple teams executing in parallel, we placed a strong emphasis on upfront planning, process clarity, methodology, and continuous alignment.
Subject matter experts were embedded throughout, and co-creation sessions and consumer interviews played a key role in shaping our direction. From early concepts to final delivery, we validated every step—combining qualitative input with robust quantitative testing to ensure the experience not only met expectations but was built to last.
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Outcome-based transformation milestones were defined—linking performance goals (like faster onboarding, reduced support volume, and NPS lift) to targeted design and platform changes.
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Co-creation sessions with customer service, engineering, and ops teams reshaped workflows that spanned legacy systems and departmental boundaries.
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Task flows were reimagined and piloted for clarity, automation, and speed, measured against success metrics like time-to-resolution and task abandonment.
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Implementation was delivered in structured phases to reduce risk, refining handoffs, updating documentation, and stress-testing integrations before broad rollout.
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A governance model was put in place with weekly check-ins, stakeholder councils, in-depth design shares, and dashboards to track adoption, flag risks, and sustain alignment.
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The scale of this transformation required more than ambition—it demanded a clear understanding of what was truly broken. Without that clarity, we risked misidentifying the problem and investing in changes that wouldn’t move the needle. Piloting flows with measurable outcomes gave us early wins and clarity on what was working. Involving operational teams in the design process gave them ownership, reducing resistance and surfacing insights that would’ve otherwise been missed. And with structured governance in place, we didn’t just deliver a solution—we delivered a system that could evolve, scale, and remain accountable well after launch.
The devil’s in the details—and so are the answers. A sharper look at the key topics likely on your mind.
It’s always an honor to have work recognized by the creative industry’s leading voices. Whether for global brands or breakthrough moments, these awards reflect what’s possible when teams rally around a clear idea, push boundaries, and execute with craft. While the trophies are never the goal, they’re a proud reminder of what purposeful creativity can achieve.
The Impact So Far
One Digital Transformation established an entirely new foundation for the logged-in experience—one built to be smarter, faster, and deeply customer-centric.
We reimagined navigation with contextual guidance that supports users at every step, making interactions clearer and more intuitive. A new conversational UI lets users state their needs directly, turning what once took minutes into near-instant outcomes.
Core features were rebuilt from scratch, with personalization and intelligent data use embedded throughout. The result is a seamless, elevated experience that feels tailored, efficient, and unmistakably modern.
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