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Unifying all products with the same experience

Getting Started
Share Wi-Fi
Wrap Up

My Role
Lead Product Designer
Project Time
Overview #

Verizon has four access points for customers to manage their home Wi-Fi. Each product has the same features, but all have a different experience. Adding to the confusion, not all those features are in the exact location or use the same definitions.

In this case study, I will describe how I led a cross-functional team to uncover, explore, and figure out how we identified the most desirable features Verizon customers wanted. Afterward, I will cover one of those features end-to-end.

Discovery #

A project like this comes with history and old artifacts. The landscape around Verizon has changed, and so have their customers' behaviors. The team consists of myself and another lead from design, two product owners, a content team, and an outside agency mirroring our structure.

I led the project's day-to-day tasks while the other design lead worked behind the scenes lining up support for our effort.

To kick off the project, the leads and I asked our agency partners to create a list of documents. Over a month, the other leaders and I reviewed each slide and modified it. With the help of our agency colleagues, we wrote up research briefs, and I scheduled each research area with our in-house team.

  • App Strategy overview (Slides deck)
  • User personas (Research)
  • Competitive Audit (Slides deck)
  • Business Objectives (Slides deck)
  • Customer Needs (Kano Study)
  • Design by Verizon Principles (Slides deck)
Discovery plan — 1
Getting started #

A Kano study would provide the actionable insight needed to outline a plan. Working with our agency partners and leads, I defined the initial set of features we would include, and others aided with their suggestions.

For more insight, I invited SMEs and product owners to review and refine some of the explanations so they would be correct when the researchers needed to explain features.

Kano Study diagram

In all, the list contained thirty-one features that felt right. I removed several features due to their complexity and security risks.

Based on our findings from the Kano study, three categories helped the team identify feature priorities.

Basic needs

Hard requirements. The product will fail if these are not met, but you won't receive praise for including them.


Features that are nice to have when customers come upon them but are not missed when they aren't there. Risk: Time it takes to include them.


Satisfaction shows the potential for customer satisfaction if the feature is included. The higher the score means, the more significant potential for fulfillment.

Around the same time, my co-lead and I started to interview our partners across product, design, and SMEs and split their thoughts into an affinity board. We grouped similar sentiments to build a holistic view of strategies and business goals.

Stakeholder Interviews

I led two workshops with the help of our agency with all the project leads to break down and explain the business goals and discuss the opportunities from the six stakeholders interviewed.

Discovery plan — 1

The team and I needed a comprehensive competitor analysis building on the initial one used to sell this idea to our senior leadership. In a few ideation sessions, I led the team, and we broke down everything we liked about what our competition was doing and then compared them to what we had across Verizon's experiences.

Competitive Audit
Process #

A significant constraint was time and the ability to deliver by October. I led an effort to devise a plan that allowed us enough time to ideate, wireframe, research, design, iterate, and maybe test again, write stories and turn over to our development partners for each feature. Thanks to our agency partners who refined a plan consisting of Six-week sprints, two weeks for each discipline, for a set of features.

Two week sprints

The project manager and I set up Sprint 0 ceremonies and meeting cadences for our team. As the group progressed through each six-week Sprint block, schedule adjustments were made. We eliminated 30% of the initial meetings and converted some into working sessions.


I will focus on one of the thirty-one features in the Kano Study results for this case study, Share Wi-Fi.

Share Wi-Fi #
Timeline: April 2022 - May 2022

Share Wi-Fi has a different experience that is router-dependent. For almost half of Verizon's seven million customer base, they get a QR code as an option to share a Wi-Fi password with friends or family. The other half receives the QR and a share button for SMS and email. In each experience, a customer has to go to page four (level) or more in-depth in the app.

Product flows

The strategy is to make sharing Wi-Fi access across all of Verizon's products easy and not segment access depending on your hardware.


Kano Study

Sharing Wi-Fi ranked as one of the more elevated Attractive experiences our customers thought was meaningful in the Kano study.


Establish Share Wi-Fi on page one across all products near or around the same area where customers could view their password.

Based on user persona research and the Kano Study, the design's direction was clear: customers had difficulty sharing their Wi-Fi. To make that easier, I asked the design team to define each screen within the flow, and I and the other leads reviewed each page until we had a flow that felt right.

Final Wireframes
Research Objectives & findings

Validate current design use and understanding

Investigate how users expect to engage with proposed design and content and ensure the design is meeting key needs related to network management.

Identify potential design improvements

Understand how content, terminology, and management actions can be improved to support a simplified network management experience.

Test Plan & Script

Key takeaway

Management actions around the primary network, such as viewing, editing, and sharing, were most helpful.

Visual designs

Using all of the research as a foundation, I worked with the visual designers from our agency to establish a look and feel using Verizon's design system components. I helped them create new components that we submitted to our brand team, which gave our designs a unique feel and simplicity that made it easy for Verizon's customers to share their Wi-Fi passwords with friends and family.

Visual Designs
Wrap Up #

Leading an effort to holistically change an organization's core structure by surfing value-driven experiences identified by the research is a monumental task, responsibility, and opportunity.

The strategy to pull this off has many authors, and I could not have done it alone. From our organization partners, agency friends, senior leadership, and finally, my co-lead, who won over the support we needed to get this opportunity, thank you.

There is more to come as this project is only halfway completed. In the following months, all of the work will be released, and our customers will be able to find and manage their network easily.


By designing once, the impact we'll make will increase our customer's satisfaction and happiness. Other facts won't be realized until all of our experiences are released later this year.

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I am a lead experience designer at Verizon. Contact me with something interesting.

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View or download my 2022 Product Design Resume