Verizon
Digital 3.0
Digital 3.0
project overview
Digital 3.0 became the overarching manifestation of our north star brand experience strategy.
As Verizon evolved from telco to tech, retail became more important than ever as a place for customers to discover what’s possible through Verizon.
the challenge
We needed to evolve our design system across digital touchpoints at retail and it all started with the concept car.
The current customer journey across the ecosystem was dispersed and particularly incomplete and full of "one-offs". We needed to define the purpose of each touchpoint and connect them along to the end to end customer journey.
We asked ourselves how can we use touchpoints to dial up discovery up and down across the entire journey
We asked ourselves how can we use touchpoints to dial up discovery up and down across the entire journey
journey and guiding tenets
In essence, we took the guiding tenets of digital 3.0 and began to pave a pathway to unify our retail ecosystem defining and aligning touchpoints across the journey.
anticipates the customer
tech-enabled experiences that are personalized and empowering to reps and customers alike
sells beyond the network
a responsive ecosystem that offers services and products that surpass customer expectations.
responsible and adaptable
an intelligent digital system and retail environment that is designed to be undateable, upgradeable, and sustainable.
tech-enabled experiences that are personalized and empowering to reps and customers alike
sells beyond the network
a responsive ecosystem that offers services and products that surpass customer expectations.
responsible and adaptable
an intelligent digital system and retail environment that is designed to be undateable, upgradeable, and sustainable.
project goals
At the end of this concept work stream, our objectives were to walk away with a clear, strategic framework for digital retail 3.0 ecosystem.
Most importantly, from a customer experience level, gradually move customers away from a fixed, transactional mindset into an open, discovery-led moment.
Most importantly, from a customer experience level, gradually move customers away from a fixed, transactional mindset into an open, discovery-led moment.
Secondly, expand the mobile happy path journey that includes attract, discover, and sign up moments. Finally, gain alignment on project pilot integration and establish technical requirements.
Attract
& Decide
& Decide
Our customer is eligible for a device upgrade. As they approach the store, they notice large format displays with consistent messaging they received on their MyVerizon App.
Customer requirements
draw their attention towards the store
discoverable way finding once they enter
Verizon requirements
showcase our latest brand offering and promotions
provide clear storytelling that communicates new offerings
Arrival & Get Started
In this instance, our customer arrives for an appointment they already pre-booked through their MyVerizon App. They receive a push notification to head to the Get Started kiosks to the left as they arrive. Within seconds, a Verizon rep greets them as well
Customer requirements
human greeting within seconds of entering
self serve check-in functionality and knowing estimated wait time
Verizon requirements
Authenticate customer
Provide welcome experience that sets the overall tone
human greeting within seconds of entering
self serve check-in functionality and knowing estimated wait time
Verizon requirements
Authenticate customer
Provide welcome experience that sets the overall tone
Discover
& Learn
& Learn
But what if our customer didn't have an appointment, and just wanted to checkout the new form factor of a Samsung device they were eligible for?
In this instance, they are able to interact with the display model, preview key features, explore gear, and review add on options.
In this instance, they are able to interact with the display model, preview key features, explore gear, and review add on options.
Browse & Explore
In addition to tangible products, customers may also explore new service offerings and incentives just for being a Verizon customer.
This stage in the store becomes a digital brochure for the brand to announce and display key initiatives that customers may not have discovered on their own just yet and can then add them on to core product purchases.
VAlidate & Checkout
In this usecase, our customer has been browsing a particualr device quite intensely on their own with the App. They were about to make a purchase and decided to do one final gut check on color before purchase.
Here our customer is able to self-serve and finsh their purchase right on their personal device to keep the experience connected and seamless.
Here our customer is able to self-serve and finsh their purchase right on their personal device to keep the experience connected and seamless.
beyond
Mobile
Mobile
Going beyond traditional mobile plan expectations, a reuqirement to also capture home prospects and customers. Here, our customer wants to validate if they qualify for Home Internet.
With rep assistance, our customer is served the high level features and validates service, and learns about self setup all within 10 minutes.
With rep assistance, our customer is served the high level features and validates service, and learns about self setup all within 10 minutes.
