creative concepter and copywriter based in Amsterdam
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My Verizon Online

Role: copy lead, UX copywriter

In June 2018, Verizon launched the transformation of My Verizon, the online hub for its post-paid customers. The first roll-out of the completely redesigned experience focussed on four areas: the landing page, billing, devices, and support. Each page is designed to dynamically update throughout the month with personalized and contextualized messaging that reflects the user’s account status. The experience serves up the right information in the right place at the right time and promotes self-service, aiming to deflect calls to customer care, a major expense for the carrier.

As the copy lead I worked across all four teams, writing for two teams and providing oversight for the writers across the other two teams. My main responsibility was to ensure consistency in tone and voice across the entire experience to deliver copy that’s both conversational and instructional.

Upon the first time logging in to their new account, users were shown a short onboarding video to familiarize themselves with the updated features and design.

The landing page

The landing page, also known as the Discover Hub, informs users at a glance about their account status. Key information and actions are captured in Live Tiles, anticipating on the user’s needs and reason for visiting their account. The search bar at the top of the page serves up quick answers, helps users navigate or can escalate to a Verizon representative to offer live support. From a visual stand point, the number of items on the page have been drastically reduced to keep the page focussed and reduce cognitive load.

Billing

Billing

Transforming the bill experience was a top priority for the business as this feature was the biggest call driver of the previous experience. Data captured by customer care regarding bill-related calls provided key insights that informed much of the thinking, for both design and copy.

The biggest area of improvement turned out to be the bill itself. The majority of users calling in to care stated a lack of details and overview as the reason they picked up the phone. Including more details while maintaining a comprehensive overview took up the majority of the design process. The solution was a rearrangement of the bill content, shifting the focus from all-inclusive account costs to a detailed breakdown of charges per line. Newly added in-line support offers users transparency and comprehension around every individual charge, a tactic that has proven to deflect calls.

Data from calls to care and user testing showed there was a need to shift the tone in this particular section to be more reassuring than conversational, providing users with a feeling of ease while paying their bill, an experience that many labeled as ‘stressful’ and ‘aggravating’.

Device overview

Device overview

The redesigned device hub provides users with more than just their devices at a glance. The comprehensive overview includes contextual imagery for each device for easy navigation and payment trackers to visualize the progress towards the next upgrade, allowing the business to feature tailored promotion and offers.

Support

Support

The goal for the updated support pages is to promote self-serve by serving up relevant articles based on the user’s browsing behavior, account status and a mix of articles with a high click-rate or call drivers. Phone numbers and addresses are deprioritized, while search and chat are displayed prominently throughout the page to deflect calls to care.

 Cover photo by  Brooke Cagle  on  Unsplash

Cover photo by Brooke Cagle on Unsplash