Verizon Website Design
My Role: Creative Director
Executive Creative Director: Lars Hansson
Managing Director of Design: Kris Kiger
Designers: Andy Catch, Aaron Perez, Anna Fine, Srujana Akkiraju
Agency: R/GA
https://www.verizonwireless.com
It was my job to help define the brand's new visual language in the interactive space; creating systems, interaction patterns, and developing prototypes for user testing and validation. I managed client presentations, multiple designers, writers, and UX team members in the development of a new website through a hands-on approach to design. Reporting to the ECD and Managing Director of Design, I was hands-on and managing at once.
The result was a comprehensively re-designed website, along with design documentation and living code examples that defined how to use all of the brand elements online.
Design System
Homepage design as a starting point
To launch a new site for Verizon, we used the homepage as a starting point for developing systematic styles and toolbox elements that could be used to launch future interactive experiences. Working hands-on, and leading a team of designers, I developed prototypes, animations, and demos of this experience for Verizons CMO. With each prototype, we moved closer to our final design which informed our "sprint zero" phase of relaunching Verizon's brand online. This system was developed with both desktop and mobile in mind, with design for both done in parallel. Paramount to the success of this work was the definition of type scales across multiple breakpoints and responsive scenarios, icon design, and motion design patterns. Patterns were tested, refined, and codified for future use.
Mobile homepage design
Applying the system to product design
Additional prototypes were developed using the “network switching” persona in mind. Here we had to imagine potential new customers to Verizon who were on another network. First we had to undertake intense user research to identify pain points for users, followed by extensive concept testing and refinement. We needed to break down barriers to switching for users in order to entice them to change over to Verizon. We developed multiple designs and prototypes that led to a full product design approach to developing this feature for new customers. For this work, we had to add new design elements not used in the masterbrand design kit in order to bring the work to life. This meant testing with different users, in order to meet more specific business requirements and goals. This workstream was done in parallel to the evolution of the masterbrand work, with each feeding into the other.
Mobile view of the switchers experience
Re-designing the Fios experience.
Alongside the Wireless site design and the new switching experience work was the need to extend the new brand to other Verizon offerings, such as Fios. As the owners of the design system, this meant educating clients on its use with each new project and making adjustments to fit each of the needs of business within Verizon. Fios was the first product offering outside of Wireless that we had to tackle. We took a similar approach of developing working prototypes in code, with design refinement along the way. Features were implemented and adjusted based on testing within the final site design.
Project Highlights
Led visual designers in development of responsive, cross platform digital brand system and site build.
Worked hands on while managing designers work, providing mentorship and direction.
Developed stimulus for tests on all phases of project work.
Managed designers in the development of prototypes.
Led a team of motion and experience designers to create vision work for switchers journey; collaborated with Content Studio and writers to create the final product.
Managed integration of design system across different business units, ensuring consistency in the digital expression of the parent brand.
Worked with content producers to source brand-appropriate photography and defined the photographic style for Verizon in digital applications.
Collaborated with XD, Visual Design, Writers and Production on a daily basis for 4 months during the One Digital product work stream.