Plan Upgrades
OVERVIEW
Verizon acquired Frontier, which specializes in providing high-speed fiber internet to their customers, as well as plan add-ons to enhance their home’s internet performance. I worked diligently to uncover pain points in the existing customer experience on the mobile app and website experiences through user testing, AB tests, watching customer sessions, sales data, and click data.
Client
Verizon
Scope
Update the shopping and checkout process for existing customers in the mobile and web platforms. This year-long redesign included multiple projects aimed at enhancing the overall customer experiences in mobile app and web, and driving an increase in revenue.
Results
In Q2 of 2025 the mobile and web platforms achieved record sales for plan add-ons and speed upgrades. $345K in revenue from mobile app users and $139K in revenue from web users. Approximately a 24% increase from the previous year.
PROBLEM
Declining sales and outdated online selling platforms
Revenue from online sales of speed upgrades and extras has been steadily decreasing each month. There is limited information about product pricing and benefits. Furthermore, technical complexities—such as slow API responses—make the upgrade process frustrating and deter customers from taking advantage of higher speeds or new products.
1
Unclear presentation of special offers or sales.
2
Not able to purchase a speed upgrade and a plan add-on in the same order, had to place two separate orders.
3
Confusing shopping and checkout process online, not all information was presented clearly.
Speed upgrade
The current speed upgrade flow contained information that was not easily digestible, and lacked important information.
Add-ons
The current add-ons flow lacked important information and proper categorization of products. Add-ons could also not be purchased in the same order as a speed upgrade.
Checkout process
The current checkout flow was a slow process due to API failures. It also omitted important customer information. The Review Order page had the highest drop-off rate in the flow.
THE APPROACH
Evaluate and update the existing purchase flows
Analyze pain points, re-architect the flows, and create multiple design iterations to provide existing customers with a unified shopping experience and the best possible checkout experience.
User flow before redesign
Plan upgrades research
Along with site metrics, Usertesting and AB tests were the primary data collectors to complete a redesign of the Plan Upgrades flow. Key upsell pages were targeted to improve the customer experience throughout the redesign process.
Usertesting results
Top performing usertests
Low performing usertests
AB Testing results
Top performing AB tests
Low performing AB tests
THE REDESIGN
Create a premier plan upgrade experience for existing customers
Provide existing customers with the information and resources they need to make confident decisions regarding their home internet plans so they can enjoy a more connected life.
User flow after redesign
Sitemap
