Verizon Fios TV: How I Designed a Smarter Way to Choose a TV Plan
I led the design of the Verizon Fios TV Test Drive, a digital tool that enables users to explore over 400 channels for 60 days. The tool analyzes viewing habits and delivers personalized TV plan recommendations based on household preferences, enhancing the discovery experience. I also had the opportunity to design key marketing assets, including the landing page and product video implemented on the page, to drive engagement and user adoption.
2021
Touch Screen Display
Desktop & Mobile Web
Mobile App
The Design Thinking Process
Let’s be real choosing a TV or streaming plan is a headache. Too many options, confusing bundles and a whole lot of decision fatigue. That’s exactly the problem I set out to solve with the Verizon Fios TV Test Drive. Here’s how I tackled it:
🤔 1. Understanding the Frustration
I started by digging deep into user pain points. Why was picking a TV plan so overwhelming? Through research and user insights, I uncovered key issues:
Overwhelming options with little guidance.
Uncertainty about which plan best fit their needs.
A decision-making process that felt like guesswork.
Image below: Verizon Fios Landing Page (Before the Changes)
🚨 2. The Real Problem
After analyzing the collected data based on real customer feedback, I framed the challenge:
"Users struggle to find the right TV plan because they’re overwhelmed with choices and lack personalized, data-driven recommendations."
Our mission: Help users feel confident and informed when selecting a plan.
Image Below: Brainstorming Session - How Might We's
🔍 3. Identifying Potential Solutions
To solve this challenge, we conducted:
Competitive analysis to understand how other providers tackled similar issues.
User research (surveys, interviews, and usage data) to discover what users really needed and where existing solutions fell short.
These insights helped us pinpoint gaps and brainstorm innovative solutions.
🌱 4. Defining the User Journey
Our team mapped out the entire user journey:
Current state: Confusing choices, lack of guidance, and decision fatigue.
Ideal state: A seamless, personalized, and confidence-boosting experience.
This exercise revealed key opportunities for improvement, guiding our design direction.
Image Below: User Journey Map
Image Below: Onboarding Experience Sketches
🎨 5. Leading Visual Design
With the direction set, I led the visual design efforts, ensuring alignment with the Verizon brand guidelines and design system. My focus was on:
✔ Creating high-fidelity wireframes that balanced usability and visual appeal.
✔ Guiding the team to maintain a cohesive look and feel across all touchpoints.
✔ Prioritizing accessibility and consistency throughout the interface.
The result? Polished designs that were not only functional but also visually on-brand.
Image Below: Low Fidelity Concept Ideas
Image Below: Low Fidelity Recommended Plans
🚀 6. Launching the Product
Collaborating closely with PM and developers, I ensured the final product aligned with our design vision. I also supported quality assurance efforts to iron out any issues before launch.
Image Below: High Fidelity Screens
Image Below: Interactive Prototype
📣 7. Expanding the Experience
Beyond the tool, I designed key marketing assets to drive awareness and engagement:
An interactive landing page to introduce the Test Drive experience
A compelling product video to explain how the tool works
Learning content to guide users through the process
Image Below: Hero Image for the Landing Page
Image Below: Current Verizon Fios TV Page (left) and Proposed Design (right)
Video Below: Product Video
🔄 8. Next Steps & Handoff
With MVP Phase I successfully launched, the plan was to:
✔ Complete remaining recommendations for Phase II of the digital tool.
✔ Gather user feedback to inform future iterations.
However, after presenting the new learning concept to executives, a departmental reorganization shifted priorities. I was reassigned to a new department focused on enhancing the customer post-shopping experience.
To ensure a smooth transition, I:
Compiled all project assets and documentation.
Prepared knowledge transfer materials for the incoming design team.
📝 Takeaways
🌟 Team dynamics are key. A strong, collaborative team ensures a smooth process and a successful launch.
🔎 Know the content inside out. Thorough understanding of requirements leads to more effective design solutions.
🔄 Feedback drives excellence. Iterating based on user insights is crucial for creating exceptional products.