VBG - Alt 2 — Shashank

Transform Verizon’s B2B experience.

OVERVIEW

Redesign Verizon’s B2B experience in a way that reflected them being a world-leading communications company as well as their aspiration to be a top 5 technology company by 2025.

An overhaul of the end-to-end experience with unique journeys across segments, template designs to accommodate 150+ pages and, a brand aligned component library.

CHALLENGES

Overhaul the mobile experience
Even though 50% of quality traffic was coming from mobile, the experience was not optimized for mobile.
Simplify paths to transact
Make it easy and fast to transact with the goal of growing digital sales and leads.
Personalize to segments
The experience was dense and complex. We needed to make it intuitive so each segment could find information relevant to them.
Shift customer sentiment
Generate positive brand sentiment for people who engage with the experience.

MY ROLE

Manage a team (mid to director level) of 12 experience and visual designers, strategists and, a writer.
Responsible for all strategy, creative output, resource management, project cadence and creative delivery.
Led strategy and design presentations to client stakeholders (over 25 clients representing different LOB’s) and key executives.
Led daily work sessions with the team and was hands on as and when needed, especially during strategy, ideation and design.

01/04 IMMERSE

Research Review
Experience & Landscape Audits
Opportunity Ideation

We started by digging into (a lot of) existing research and documentation from clients and vendors to get historical context.

We audited the existing experience and gathered in and out of category inspiration to immerse in the B2B space. We also did a quick quant study to see understand the delta between what exists and where we aspire to be.

To help us ground the strategy at each stage we initial hypothesis - especially around user segments and brainstormed opportunity areas.

02/04 DEFINE

Experience Pillars
Segments and Personas
Experience Maps
Template Prioritization
Sprint Planning

Once we had some initial opportunity areas, we conducted collaborative workshops to sharpen user segments, their journeys and needs - at stage documenting our ideas no matter how small.

We wrapped a persona and a use case around each segment and create experience maps with ideas for each step of their journey.

We ended definition by identifying and prioritizing templates and creating the sprint plan.

03/04 DESIGN

Look & Feel
Ideation/Wireframes
Mobile First Designs
Motion Prototypes

After prioritizing the templates, we started sprinting! We aligned on template purpose, brainstormed ideas and finalized requirements.

We iterated on the designs by creating multiple template options and variations for each component. This was critical, as each template had to support multiple pages.

As we were moving pretty fast, we parallel pathed design activities across sprints with teams iterating between wires, designs and prototypes.

With each design sprint we kept evolving and adding to the component library.

We designed 60+ components across 27 templates and 9 sprints to account for every single page within the B2B experience.

04/04 DESIGN

Content Annotations
Component Libraries
Motion Guides

We delivered extensive documentation, including content annotations that described the purpose, and behavior of each component.

We also delivered light style guides that documented variations and specs for each component.

To Conclude

The strategy and designs were really well received by executive stakeholders across the business.

Pages will be launched on a rolling basis throughout 2024 based on business priorities.

We will be conducting testing and monitoring results as they launch.

$80M

Incremental Revenue Projection

32%

Projected Lift in Quality Visits

09%

Projected Lift in Lead Gen