Embedded Files
Timeline: 3 months
Platform: Web/Mobile
My role: UX/UI designer, responsible for setting strategy, interaction and visual design, user research and testing.
Others Involved: Producer, Copywriter, Developer.
Challenge
Challenge
Users struggle to choose the right plan, leading to low conversion rates
Context
Context
Time-constrained decisions, multiple options
Results
Results
+ 10% conversion
Discovery
Discovery
To understand why users weren’t completing plan purchases, I analyzed both quantitative and qualitative data.
To understand why users weren’t completing plan purchases, I analyzed both quantitative and qualitative data.
Despite multiple available plans, users were not completing purchases.
High volume of support calls indicated decision friction
Analytics showed low conversion in the purchase flow
User interviews revealed difficulty comparing plans in real time
Key Insight:
Users didn’t struggle to find plans—they struggled to compare them fast enough to make a decision.
Page before redesign
Pain Points
Pain Points
Too many plans → hard to compare
Key info not visible at the right moment
Decisions made under time pressure
Design Goal
Design Goal
Make the best plan obvious—instantly
Market analysis:
Market analysis:
feature comparisons
feature comparisons
Comparison chart
Comparison chart
Verizon -
Verizon -
T-Mobile +
T-Mobile +
AT&T -
AT&T -
FAQ over support
Verizon -
T-Mobile +
T-Mobile +
AT&T +
AT&T +
CTA: add a plan
Verizon -
T-Mobile +
T-Mobile +
AT&T +
AT&T +
AT&T
AT&T
T-Mobile
T-Mobile
Problem statement:
used the 5 whys method
Verizon customers require a clear understanding of their international calling plan options, enabling them to seamlessly choose and add a plan into account, bypassing the need to contact customer service.
Ideation
Generated various ideas in during brainstorming sessions. It helped to think which content should be included, how to organize it, so it'll be easy to scan and compare.
Sketches
Our goal was to explore, create more ideas, to get the feedback and refine our concepts.
Final wireframes
Together, we identified two potential directions. We hypothesized that:
1) customers would seek international calling plans based on the duration of their trips.
2) customers would search based on the type of travel they engage in.
Concept 1: Based on trip duration
Concept 2: Based on type of travel
Validation
We conducted A/B testing with users via zoom to validate our hypothesis and understand, which one of our two versions works better. Based on the findings, I adopted concept 1 and transitioned to UI design.
Visual design - Desktop
For Visual design inspiration I looked at the Verizon wireless calling plans landing pages. I adheared to Verizon brand guidelines and design system.
Visual design - Mobile
Results
10%
reduction in call volume to customer service.
Page updated
Google Sites
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