Verizon Express
The Verizon Express Store is a new retail experience model designed to get customers in and out as quickly as possible.
Tasks
Prototyping | Create prototypes for user testing
User Testing | Observe and analyze user testing outcomes
Feature Creation & Optimization | Propose feature optimizations to existing features and development of new features
Wireframing | Create wireframes of design concepts
Functional Specs | Produce functional documentation materials for production ready designs
Grooming | Groom requirements and implementation with development team
Project Timeline
7 Months | September 2019 - April 2020
Project Summary
AKQA is tasked with gathering insights into how the Verizon Express store model is operating and performing. From those insights, we will optimize existing or add new features to the main digital touchpoints in the store with a focus on the self service kiosk (see below).
Phase 1 | Research
Key Insights
Customers performing tasks at the kiosks often asked reps over for assistance
Customers expressed frustration with the number of steps in tasks like upgrading
Many customers revealed they didn’t know the Large Touchscreen was interactive
We went to the mock Verizon Express Store in Portland, OR and conducted several user testing sessions to test prototypes and ask our users questions.
Phase 2 | Prototyping
With the key moments identified, we began making several hypotheses about why certain gaps or issues were occurring. We selected three key user journeys.
Upgrade Phone
Add a New Line
Switch Phone Plans
We took a critical eye to moments in the journey where we could reduce or simplify the number of tasks. I pulled screens from these flows and wireframed possible adjustments to test. Once we established several flows to test sufficient features and ask specific questions to customers, we stitched them together into a click-through prototype using Invision.
Key Insights
Customers don’t understand where they are in the process of completing a transaction on the kiosk
Customers want a different way to compare products
Customers want to see promotions or sale offers in the store, and feel certain that they applied an offer to their purchase
Customers are confused by the ‘Order Summary’ section on the kiosk
Phase 3 | Testing
We went to the mock Verizon Express Store in Portland, OR and conducted several user testing sessions to test prototypes and ask our users questions.
Phase 4 | Concepting
We made a project plan for the next several months and divided features among the UX designers on the team. From there I concepted ideas and created wireframes and user flow diagrams that addressed the user need and feature requirements. Once the team approved the concepts, I executed all variations, edge cases, and user journeys that need to be considered before handing off work to our visual designer.
Phase 5 | Documenting
With UX work handed off to visual design, I moved into documentation. I created functional specifications for the features, which would explain and account for everything from flow diagrams to error states to copy content matrices. We then reviewed and packaged this work up to be delivered to the development team.
Sample Specification Pages
Project Learnings
Trust your instincts (even if it diverges from what’s previously been done)
UX isn’t about finding the right answer (it’s about coming to an outcome that addresses user needs in a clear and effective way)
Be honest when you don’t understand something (or have any concerns about the delivery, timeline, etc.)