Verizon – M+H (Mobile + Home) Bundle Portfolio

Identifying UX gaps and driving research-led improvements

Role

UX Designer

Timeline

6 Months

Design tool used

Figma, Miro,Figjam, Quantam Metrics (for heatmaps) , Lookback, Adobe Analytics

Focus

Research & Discovery

Project Overview

  • As part of the Verizon M+H (Mobile + Home) bundle team, I worked on understanding customer behavior, identifying experience gaps, and defining UX problems across the M+H bundle portfolio.

  • This project was primarily focused on research synthesis, problem discovery, and experience evaluation, with selective UI improvements in areas where clarity could be immediately improved.

  • Rather than jumping into redesigns, the goal was to define the right problems first, backed by data and research, so future design solutions could be more effective.

My Role & Ownership

What I Owned

  • Persona creation for M+H bundle customers based on research insights

  • End-to-end identification of UX problems across the M+H bundle journey

  • Analysis of user behavior using:

    • CMI research insights

    • Heatmap analysis

    • Adobe Analytics data

  • Heuristic evaluation of identified issues

  • Documentation of problem flows in Figma

  • Selective UI improvements for a few high-impact screens

While UI redesign was not the primary scope, I took ownership of improving specific screens where clarity and usability issues were evident.

Understanding the Problem Space

The M+H bundle portfolio spans multiple entry points and decision moments where customers need to:

  • understand bundle benefits

  • compare plans

  • feel confident about eligibility and pricing

Initial observations showed high drop-offs, hesitation, and confusion, especially during plan exploration and bundle evaluation.

A key issue we identified was that the bundle offer tile was positioned deep down the homepage. This meant users had to scroll a lot before encountering it.

Based on typical user behavior, most users don’t scroll that far, which significantly reduced the visibility and effectiveness of the “Combine Mobile + Home Internet and save X%” message.

Research Inputs Used

To avoid assumption-based decisions, I worked with multiple research inputs:

CMI Research Insights

Provided qualitative understanding of:

  • customer expectations from bundles

  • confusion around plan differences

  • trust and pricing concerns

Heatmap Analysis

Helped identify:

  • Click patterns revealing confusion

  • areas with high interaction but low conversion

  • content that failed to attract attention

Spot Tests

Revealed where users:

  • Hesitated

  • Misunderstood terminology

  • dropped off before completing actions

Adobe Analytics

  • Drop-off rates at key steps

  • Conversion funnel bottlenecks

Persona Creation

Based on research insights, I created M+H bundle personas that captured:

  • customer goals when choosing bundled plans

  • decision drivers (price, convenience, clarity)

  • pain points during comparison

  • moments of hesitation and confusion

Personas helped align stakeholders around real customer behavior and served as a reference point while identifying and prioritizing UX issues.

Problem Identification (Core Contribution)

I took ownership of identifying UX problems across the M+H bundle journey.

What I Did

Audited key M+H portfolio pages

Mapped the end-to-end customer journey

Identified friction points across:

  • entry points

  • plan discovery

  • bundle comparison

  • Information clarity

Each problem was:

  • validated with research or analytics

  • evaluated using UX heuristics

  • prioritized based on impact and frequency

This resulted in a clear, prioritized list of UX issues.

Heuristic Analysis & Flow Documentation

For every major issue identified, I:

Conducted heuristic analysis using principles like:

• clarity

• consistency

• recognition over recall

• error prevention

Documented the existing problematic flows in Figma Highlighted:

• where users struggled

• why the experience broke down

• what needed to improve

Why this was valuable

• Created a shared understanding across design, product, and research teams

• Reduced ambiguity before moving into solutioning

• Made future design work faster and more aligned

M+H - Sequential Transaction (Mobile + FIOS) - Heuristic Evaluation

MLP - Entry Point

M+H - MLP (Entry Point) - Heuristic Evaluation

M+H - Joint Transaction (Mobile + FWA) - Heuristic Evaluation

Impact of My Work

  • Established a strong UX foundation for future design improvements

  • Enabled teams to focus on validated, high-impact problems

  • Reduced ambiguity in complex M+H bundle flows

  • Improved cross-team alignment using shared research and documented flows

The project shifted conversations from “what should we design” to “what problem are we solving and why.”

Key Learnings

  • Strong UX starts with problem definition, not visuals

  • Combining research, analytics, and heuristics leads to better decisions

  • Data-backed insights improve stakeholder alignment

  • Clear documentation is critical in large, complex product ecosystems

This role strengthened my ability to own UX problem discovery, translate research into actionable insights, and lay a clear foundation for meaningful design solutions.

Phase II - Expanding the Bundle Experience (Verizon x Frontier)

Overview

Verizon plans to expand broadband coverage by integrating Frontier Home Internet in areas where FIOS is unavailable. My goal was to ensure that bundle visibility continues seamlessly when a user transitions from Verizon to Frontier broadband coverage.

Duration: 2 months

Tools: Figma · FigJam · Gemini (AI) NotebookLM

Focus Areas: Bundle Visibility · Cross-channel Experience · Ecosystem Integration

Understanding the Channels

I studied how bundle offerings and broadband availability were communicated across Verizon’s major customer touchpoints:

  • Retail: Store associate-assisted sales flow.

  • Assisted Channel: Customer care and telesales journeys.

  • Chatbot Channel: Automated self-service and plan discovery flows.

Each channel had unique visibility gaps and potential points for Frontier integration.

Flow Mapping

I created detailed flow diagrams showing:

  • How Verizon’s current availability checks work in each channels.

  • At what stage Frontier broadband could be suggested.

  • Opportunities to maintain bundle visibility and brand consistency during provider transitions.

Frontier Opportunity - Digital experience

Frontier Opportunity - VZ Assistant (chatbot) experience

Frontier Opportunity - Retail experience

Cross Selling Opportunity

VZ Assistant - Snapshots

Conceptual Enhancements

  • Early Frontier Prompt: Introduce Frontier availability during coverage check with clear, empathetic messaging.

  • Chatbot Integration: Surface Frontier bundles through smart prompts in chat when Verizon home isn’t available.

  • Retail/Assisted Support: Equip associates and tools to recommend Frontier-based bundles transparently.

  • Consistent UX Language: Keep design, tone, and visual cues aligned with Verizon’s brand.

Outcomes

  • Worked with product managers, researchers, and design leads to align bundle visibility strategy across channels.

  • Partnered with cross-functional teams to map technical and content dependencies for Frontier integration.

  • Leveraged AI tools (Gemini, Figma AI) to quickly visualize ideas, personas, and flow diagrams.

This initiative taught me how to design beyond screens — by aligning multiple systems and teams around a consistent user experience vision.