Optimizing Verizon’s Digital Platform
PROJECT SCOPE
Verizon users form a significant portion of the population in the United States, representing diverse demographics. Our preliminary desktop research and user interviews revealed a common sentiment among these users: frustration while navigating the Verizon app and website.
As a team of three, we focused on identifying user pain points, pinpointing the most frustrating aspects of the website, and determining areas that needed improvement.
March - April 2023
Heuristic Evaluation, User Interviews, Usability Test Script
DURATION
METHODS
“The website is making me feel stupid!”
- Test Participant
RESEARCH
Heuristic evaluation
Before identifying objectives and testing goals, our team conducted a heuristic evaluation on the Verizon website. We utilized Jakob Nielson’s 10 general principles for interaction design. Based on the severity ratings we gave to the reviews, the following issues are the most severe on the Verizon website:
01 Visibility of System Status
02 User Control and Freedom
03 Consistency and Standards
04 Help and Documentation
USER PERSONAS
We created three personas for this study:
Primary Persona: Individual users paying for a phone plan
Secondary Persona: Owner and payer of family phone plan
Tertiary Persona: Non-paying member of family phone plan
Creating personas was invaluable from a company standpoint, as it enabled us to pinpoint the specific user groups that would yield the most significant monetary value through improved user experiences. By identifying these target personas, we were able to prioritize our efforts effectively, aligning our business goals with user needs. Moreover, leveraging personas facilitated the recruitment of the right participants for our usability testing sessions, ensuring we gathered diverse perspectives and experiences.
We chose the primary and secondary personas based on their potential to bring profit to the company. They were prioritized due to their direct impact on company revenue.
TASK ANALYSIS
We defined the objectives of the usability plan by focusing on two key user journeys:
Test the data plan purchasing journey for new and existing Verizon wireless customers.
Test the data plan management journey of existing customers who already have an account with Verizon.
These journeys were selected to address significant issues identified during heuristic reviews. Subsequently, we conducted a task analysis to pinpoint pain points such as lengthy navigations, unclear instructions, and technical issues.
PREPARING FOR THE TEST
01 DEFINING TEST OBJECTIVES
Our testing goals were determined using Whitney Quesenbery’s five E’s framework, focusing on efficiency, effectiveness, engagement, error tolerance, and ease of learning. Specifically, our objectives were to assess the effectiveness and ease of learning of the Verizon website during testing.
Effective: Can users successfully place an order or sign up for a service?
Easy to learn: Can users get started right away? Does their ability to do tasks improve as they become familiar with the system? Does the system architecture match their mental model for the way they expect the system to work?
02 CREATING TASK SCENARIOS
We created task scenarios to replicate real-world scenarios and interactions for the test participants. All usability tests were moderated and conducted via Zoom.
KEY FINDINGS
After the interviews, conducted debriefing sessions, reviewed our notes, and organized our findings. This process confirmed many of the heuristic violations we had identified earlier.
Visibility of System Status
“My main focus was on the navigation bar so they (personal / business tab) were out of my sight!” - P03
01
Help & Documentation
“ChatBot randomly pops up which is annoying and unpredictable. Expectation level goes down – cannot trust the website as a whole because of this inconsistency.” - P01
02
USER CONTROL & FREEDOM
“Choosing(adding) the phone and choosing the plan is easy, but vice versa is hard.” - P-02, P-03
03
I felt very confident using the website.
2.67/5
I would imagine most people would learn to use this website quickly.
2.33/5
I found the various functions in this website to be well integrated.
2.67/5
I think I would like to use this website frequently.
2.67/5
FUTURE DIRECTIONS
Streamlined Purchase Journey
Test different versions of the plan purchasing process, ensuring clarity in available options, upgrade eligibility, pricing details, and any required contract agreements. Assess the ease of completing the purchase and identify potential pain points.
2. Support and Assistance
Test the effectiveness of different support options, such as live chat, phone support, or self-help resources, in assisting users during the phone plan buying process. Evaluate the visibility, accessibility, and usability of these support channels.
3. User Onboarding and Education
Test the effectiveness of onboarding and educational materials or tutorials provided during the phone plan purchase process. Evaluate how well participants understand the features, terms, and benefits of the available plans.
OVERALL FINDINGS
01
02
03
TASK COMPLETION
Participants faced difficulties while trying to find specific information about different plans, such as data limits, pricing details, and contract terms.
NAVIGATION & STRUCTURE
Several participants expressed confusion about the website's navigation/structure. They had trouble locating important pages, such as the support section or account management options.
PLAN PURCHASING PROCESS
Participants encountered challenges during the plan purchasing process. They expressed confusion about the available options, upgrade eligibility, and pricing details.
DESIGN RECOMMENDATION
The website will benefit from clearer and more easily accessible plan details.
DESIGN RECOMMENDATION
Enhancements to the website's organization and labeling could improve this issue.
DESIGN RECOMMENDATION
Simplifying and streamlining the phone purchasing journey would enhance the overall user experience.
