For this project, we were approached by the SEO and marketing teams in order to create “learn” (marketing) pages that would satisfy a number of needs for the business. The first need was creating more content to be used by the SEO team and boost Verizon’s ranking in organic search. The second need was to create pages that would increase online sales, and also help customers learn about what sets Verizon apart from the competitors with regards to internet speed and reliability, and an enhanced TV experience. I was tasked with creating the internet landing page.
We created an ecosystem for our learn pages, and each designer took a topic to design. We leveraged a universal design system that dictated the foundation of our pages. We were also responsible for the framework of the content and aligning with SEO to ensure the right keywords were incorporated to the page. We worked closely with a copywriter to write the actual content once we established the framework.
Tools: Sketch, Photoshop, Zeplin
There were many challenges in aligning with the business and branding, while keeping the integrity of the design. These redesigns aimed to create a better user experience by simplifying pricing and content, in addition to improving transparency and removing the stigma often placed on telecomm companies. While we felt our designs accomplished these goals, the business had a lot of rules and legal language that made it difficult to keep the simplicity of these designs. We tried our best to push back without compromising integrity but also keeping the rules of the business in mind. This was a great experience in learning how to accommodate many different groups, keep consistent design with multiple designers working on their own page of the ecosystem, also while trying to push these products live.
Sketching & brainstorming - Determined what content should be conveyed on this page, working closely with the SEO team to incorporate key words.
Wireframing - Low fidelity pages to visualize concepts and create potential reusable components. Leveraged the design system via Sketch in order to ensure consistent designs with the other marketing page. Worked closely with the rest of the team to re-use design components where appropriate in order to minimize development efforts and create re-usable code.
Usability testing - Utilized research efforts for various pages to ensure content and pricing constructs were intuitive, and design patterns were usable. Iterated based upon feedback given to us by the users.
Standardizing - We had to work as a team in order to standardize certain design modules/components so they could use a single module in Adobe Experience Manager. Interactions for modules were made in Principle. Development is still in progress.
See the full mobile comp here
We utilized a compare chart for internet speeds so that users could get a quick sense of what speed is right for their lifestyle. The challenge was all of the claims language and small print about the offer that came along with it. It ultimately didn’t belong in the chart, which would clutter up the space. But through user testing, customers really wanted as much transparency as possible about what they were getting and how they were paying.
The result - Create a “Offer & Pricing details” overlay to break down every piece of information about this deal in a really digestible way. We stopped using fine print styling for all of the information which created more of an essence that Verizon wasn’t trying to bury any information.
See the full desktop comp here