Verizon • One Digital Transformation
Account management, made easy and personal
How It All Started
Brief: We set out to reimagine the My Verizon App and the logged-in experience on verizonwireless.com—transforming them into smarter, more intuitive destinations designed to meet customer needs with speed and clarity.
Objective: Our primary goal was to increase self-service and reduce reliance on human-assisted support. Alongside that, we aimed to improve task completion and elevate overall customer satisfaction.
Role: As Director of Product Design, I led a large team of 60+ creatives—divided into smaller working groups, throughout a massive transformation effort, guiding everything from feature definition to concepting and detailed design. A key responsibility of my role was ensuring cross-functional alignment and maintaining a consistently high standard of quality across all teams and workstreams.
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 As new features were added in isolation, the overall flow began to feel fragmented and outdated.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.
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.
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.
Brad Donnelley
Design Leadership
Brad Donnelley