Work Verizon

What Motivates 164 Million Customers?

Design talked personas. Business relied on value segments. Product had neither. With 164 million connections and no common language, I led Identity Architecture to build one customer model. The business case cleared; a Tiger team delivers in Q4 2026.

164M
Connections the customer model covers
Funded
Business case status
Q4 2026
Delivery date
Role
Lead Experience Designer II
Team
Experience Architecture, Identity Architecture
Company
Verizon
Period
2026 — Present

AI in this work

  • Decks built with AI from the meeting notes, so each session opened current on the last.
  • Current-state and future-state storyboards generated from the customer story, then redrawn for the room.
  • Initial tests run with synthetic users to scope the research before the Consumer & Market Insights team was engaged.

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Confidential information

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What's inside

Design had personas, the business had value segments, and product had neither. How my team built one customer model all three could argue with — and what it took to get an unfunded idea taken seriously.

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