Digital Device Onboarding
VERIZON
Digital Device Onboarding leverages existing experiences to create a central location for new devices. New tabs were added to My Orders for customers to take important actions to complete setup of a new device.
Problem
Unboxing is the physical moment in which a customer receives their package, opens it, and is ready to engage.
“Maybe a (digital) 3D unboxing that opens with devices floating around and linking to things…?”
Onboarding is the digital moment in which we guide the customer to understand/use Verizon, their transaction, and their devices.
Reach people in the moment that matters to prevent them from needing to call in while their order is still fresh, by providing a central location that will create space for content - most of which will be owned entirely by other teams (plans, savings, billing, setup) related only to their order.
Objectives
Challenge
Reach people in the moment that matters to prevent them from needing to call in while their order is still fresh, by providing a central location that will create space for content - most of which will be owned entirely by other teams (plans, savings, billing, setup) related only to that order.
As part of the post-purchase flow, unboxing can be one of the most anticipated touchpoints in the experience lifecycle. No matter the purchase, customers who are excited to begin using their devices for the first time need to complete an onboarding process to optimize their accounts. Unfortunately, lack of clarity, simplicity, and flexibility during this process causes downstream pain predominantly impacting Net Promoter Scores (NPS) and call volumes to care.
Opportunity
Provide guidance and reassurance for anxiety-provoking steps and perks: Data transfer and trade-in are two steps of the onboarding and unboxing experience that cause the most anxiety for customers. Providing detailed, accessible guidance for these steps would reassure customers that they are complete in the processes correctly. Customers also find value in plan perks and don’t want to miss out.
Elevate and provide post-purchase guidance in multiple forms: Provide accessible guidance through multiple forms to meet customers where they are and provide resources they understand and can utilize.
Develop personalized follow-ups: Reaching out post-purchase to provide guidance and an access point to help customers and leave a positive impression that Verizon cares about them and is a resource.
Value
Increase of Net Promoter Scores by reaching new customers when it matters
Decrease call volumes to care through providing a place to go
Integrate trade-in and number share into the My Orders page
Concept
Exploration
Wireframes
Stepped Tiles
Tabs
Separate Sections
Onboarding high-fidelity exploration: After workshops and discussions about unboxing, the initial onboarding concept was a net-new hub containing a variety of pages to help customers onboard to Verizon with their newly purchased devices.
Challenges:
Leadership feedback: After presenting to design leadership, we were met with pushback on the creation of a new hub and the duplicative pages within it that were already disconnected elsewhere.
Development issues: Our development team faced many issues in trying to pull up-to-date content from other experiences.
The progressive, left-aligned tabs did not exist in our existing design system.
Problem Solving with Development Partners
We faced many development challenges with this project. I worked very closely with our development partners to find solutions to backend challenges that directly impacted our designs.
Accurately representing plans: After being told we could not include plan features because of the graphic icons, I worked to find all possible icons to map each to the feature they represent.
Perks: In finding all of our known perks, their images, and details, we quickly learned how often they change. Since our development team was creating all of the tiles from scratch, we feared they would often be out of date.
To solve this, we created a solution that lets customers know exactly how many perks they have left to take advantage of and linked them to do so.
Launched experience: MVP 1 added Trade-ins and Number Transfer tabs to My Orders. For the next iteration, we collaborated with several teams to create tabs that added to their existing experiences for Setup & learn, Plans & perks, and Savings. We considered a Billing tab, but it was too duplicative of existing billing pages.
MVP 2
MVP 1
Results
Data Driven Results
Reduced annual post-purchase call volume beyond the established target by 89%.
Customer impact
This project required collaboration across so many teams from start to finish. It helped me gain insight into Verizon’s overall system and how other teams function. I challenged stakeholders to consider the customer when faced with tight deadlines and created strong partnerships with development to find suitable solutions that work. This helped us create a better experience that development did not initially think would be possible.