Uncovering a mental model that increased conversion rates by 90%
Customers could not reliably find the services Verizon most wanted them to buy, because the storefront was organized around Verizon's structure instead of theirs. Research showed the structure was close; the vocabulary was not.
- +90%
- Perk conversion rate
- +57%
- Engagement, year over year
- 15s
- Time-on-task
- Role
- Lead Experience Designer II
- Team
- Experience Architecture, Navigation Architecture
- Company
- Verizon
- Period
- 2024 — 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.
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