Content
Year
2024
Client
MY VERIZON APP
Category
UI/UX DESIGN
Product Duration
3 - 4 Weeks
The Problem: When Self-Service Fails, Calls Explode
Verizon’s My Verizon App was built to empower customers with self-service—yet only about 50% of users adopted it, while nearly 5 million support calls were handled every day by thousands of agents. Despite having powerful features, users struggled with cluttered navigation, unclear billing details, and complex plan management. When information wasn’t obvious or actions felt risky, customers defaulted to calling support instead of trusting the app.
Understanding Users Beyond the Screen
Research revealed four critical breakdowns:
Users couldn’t quickly find what they needed
The home screen failed to surface the most relevant information
Billing lacked transparency, creating trust issues
Plan changes for families were repetitive and exhausting
Applying Jacob’s Law, we realized users expected the app to behave like other familiar subscription platforms—clear hierarchy, predictable navigation, and visible reassurance at every step.
Key Insights That Shaped the Experience
Research revealed four critical breakdowns:
Users couldn’t quickly find what they needed
The home screen failed to surface the most relevant information
Billing lacked transparency, creating trust issues
Plan changes for families were repetitive and exhausting
Applying Jacob’s Law, we realized users expected the app to behave like other familiar subscription platforms—clear hierarchy, predictable navigation, and visible reassurance at every step.
Designing for Confidence, Not Just Functionality
We restructured the information architecture, simplified navigation, and redesigned the home screen to prioritize what matters most—usage, bills, outages, and active requests. Plan management was redesigned to support multi-line actions, side-by-side comparisons, and “apply to all devices” flows. Outage alerts, notifications, and quick actions were surfaced upfront to reduce anxiety and unnecessary calls.
The Result: A Smarter, Calmer Self-Service Experience
The redesigned experience reduced cognitive load, shortened task completion time, and restored trust in self-service. By making information visible, actions predictable, and plans flexible, the app shifted from being a support fallback to a primary channel. The result was a design direction that directly addressed call-volume drivers while improving adoption, retention, and customer confidence
Final Result
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Beta testers have been offered the new experience.
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Changed their minds about moving away.
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Customer churn rate recorded after launch
Ashish is a talented designer who is very open and understanding when it comes to building off the knowledge of the internal team. He has a very easy personality to get along with, and I've personally been impressed with his ability to handle a large and complicated application built for a very specific and high-demand user base.
