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Timeline: 3 months
Platform: Web/Mobile
My role: UX/UI designer
Scope: UX Strategy, Wireframing, Interaction Design, Visual Design
Team: Project Manager, Copywriter, Developer.
Challenge
Challenge
Customers struggled to compare international calling plans & confidently choose the right option.
Context
Context
International calling plans with overlapping options and difficult tradeoffs.
Outcome
Outcome
Simplified plan comparison and selection.
Discovery
Discovery
I reviewed existing Google Analytics data and user research provided by the team to understand where customers were struggling.
Google Analytics
Revealed where users were dropping off or struggling in the plan-selection journey.Existing user research
Highlighted customer confusion around comparing international plan options.Customer-service data
Showed recurring questions or support needs around selecting a plan.
Key Insight:
Users didn’t struggle to find plans—they struggled to compare them fast enough to make a decision.
Pain Points
Pain Points
Too many plans → hard to compare
Key info not visible at the right moment
Decisions made under time pressure
Design Goal
Design Goal
Make the best plan obvious—instantly
Market analysis
Market analysis
AT&T
AT&T
T-Mobile
T-Mobile
Verizon
Verizon
Feature comparisons
Feature comparisons
Takeaway
Takeaway
Competitors made it easier to compare plan options and take action, revealing an opportunity to simplify Verizon’s plan-selection experience.
Problem statement:
Verizon customers need a clearer way to compare international calling plans and choose the right option without relying on customer service.
Design Exploration
Explored different ways to organize plan information around how customers make travel decisions.
Concept A: Choose by trip duration
Organizes plans around how long customers will be away.
Concept B: Choose by travel type
Organizes plans around how customers expect to use their phones.
Concept Selection
After reviewing both directions, the Product Manager selected Concept A. Organizing plans by trip duration created a more straightforward decision path and aligned better with Verizon’s existing plan structure. Concept B required customers to first determine which type of traveler they were.
Desktop: Visual design
Building on the selected wireframe, I applied Verizon’s brand and photography system and refined the visual hierarchy, spacing, and content emphasis to make plan options easier to scan and compare.
Mobile: Visual design
Design Outcome
The selected direction was developed into responsive desktop and mobile designs. Post-launch performance metrics were not available to me.
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