Reducing friction in the Verizon device switch flow
The existing checkout flow asked users to authorize a credit check after investing 10+ steps selecting a device—creating drop-off at the highest-stakes moment.
- 4 duplicate screens eliminated
- 3 redundant data collection points removed
- 10 phase groups consolidated to 4
A structured audit revealed four patterns driving friction, which were used to redesign the flow around the user's mental model rather than the backend process sequence.
fewer redundant steps
By eliminating duplicate data requests and consolidating related tasks, users navigate a significantly leaner checkout experience that respects their time and reduces cognitive load.
- ✓Eliminated 4 duplicate screens asking for already-collected data
- ✓Consolidated payment setup, shipping, and confirmation into single phases
- ✓Reorganized 10 backend-driven phases into 4 user-centric phases
Cleaner journey from decision to confirmation. Users complete the flow in fewer, more intentional interactions.
Flow now mirrors how users think. Reduced confusion from backend-driven sequencing to natural user mental model.
No redundant data collection. Flow respects that users provided information once and carries it forward.
Typeahead Search
Introduced intelligent device search with real-time filtering by brand, model, and preference (color, memory). Shifted to vertical grid layouts to reduce scannability friction and decision fatigue.
Users can now find their preferred device in seconds, not minutes of browsing.Transparent Information Handling
Moved credit check earlier in the flow with clear upfront explanation. Integrated real-time credit score impacts into payment calculations so users see exactly how their qualification affects terms.
Users understand consequences before emotional investment in a device choice.Consolidated Configuration
Combined color, storage, protection plans, and payment options into single screen with progressive disclosure. Primary choices front-and-center, secondary options below fold.
Users see all options at once and can change anything without re-navigating multiple screens.Pricing & Progress Clarity
Highlighted upfront costs and monthly commitments prominently. Added progress tracking at critical stages (plan selection, credit check, payment) to set expectations.
No checkout surprises. Users know exactly where they are and what to expect next.Cross-Functional Impact: Legal & Development Alignment
Engaged and workshopped with legal and development teams to establish compliance requirements for handling personal information—particularly credit checks and sensitive data collection. Designed each step to ensure transparency around how data is used and stored, meeting both legal requirements and technical feasibility.
This project broke down traditionally segmented divisions to demonstrate the power of aligned design, legal, and technical perspectives. It showcased how cross-functional collaboration—when design leads the conversation around user needs—creates outcomes that are both better for users and more defensible for the business.
Within the US, the likelihood of users to switch between major carriers (Verizon, Sprint, T-Mobile, AT&T) is approximately 15%. For carriers to increase subscribers, optimizing the switch experience is critical, as the number of potential new subscribers is limited. One of the biggest focuses is on optimizing the switch experience for customers to increase subscribers and drive revenue growth.
Conduct an audit of the current user switch flow and determine how to optimize it to get buy-in from leadership to rethink design at Verizon. Based on the initial mapping of the flow, optimize the number of steps and order of tasks based on e-commerce best practices, introduce new functionality, and redesign the pages.
The existing checkout flow had redundant steps (repeated credit checks, duplicate data entry), fragmentation in user tasks, and outdated UI patterns that hindered usability. The original flow was organized around backend processing states rather than how users naturally think about completing a purchase.
Audit existing flow → optimize based on e-commerce best practices and user mental model → introduce new functionality (typeahead search) → redesign screens → collaborate with legal and business teams to address compliance and technical constraints → create prototype for leadership demonstration.
Understand the user's mental model and redesign the flow to match it.
Friction Points
Surface the specific screens and decision points where users drop off or struggle.
User Intent
How do users naturally think about the purchase process? What's their mental model?
Redesign
Test the new flow structure with users and measure improvement in completion and confidence.
Align flow with user mental model, not backend processing
The original flow was organized around backend processing states—separate payment groups appeared at steps 4 and 6, delivery data appeared after payment, and phone/plan configuration was scattered throughout. This forced users to follow a path dictated by system logic, not how they naturally think about making a purchase.
User's mental model: "What am I getting? When will I get it? How do I pay? Done."
Redesign: Restructured into four phases that mirror user thinking: What → When → How I'll Pay → Complete. This eliminates confusion, reduces backtracking, and makes the process feel intuitive rather than arbitrary.
Mental Model AlignmentEliminate redundant requests—respect user effort
The audit revealed four screens asking for information users had already provided: contact info re-confirmed at checkout (same as Step 2), credit results shown twice (once pre-qualification, again at checkout), and "new number?" asked after they'd already set it during device configuration. Each re-ask signaled to users that their information wasn't being tracked, damaging trust.
Redesign: Collect each data point once and carry it forward. Remove confirmation screens entirely—replace with inline summaries. The flow now says "we listened, we remembered, we're respecting your time."
Reducing User BurdenMove credit check earlier to allow graceful exits
The original flow buried credit authorization at step 17—after users had already spent 10+ minutes selecting a device, choosing color, picking storage, and building emotional attachment to their choice. Users who didn't qualify faced maximum disappointment and abandonment at the highest-friction moment.
Redesign: Move credit check immediately after cart confirmation (before final configuration). Users who won't qualify now exit cleanly, before investing emotional energy in a specific device. Those who do qualify proceed with confidence.
Qualification SequencingConsolidate configuration options into one screen
Device customization (color, storage, payment type, phone number preference, protection plans, AppleCare) were presented as six sequential screens. Each required a navigation decision, fragmented what should be one cohesive step, and made it hard for users to compare options or change their mind.
Redesign: Single configuration screen with progressive disclosure. Primary choices (color, storage) front and center. Secondary options (protection, AppleCare) below the fold. Users can now see all options, change easily, and understand their full device setup before proceeding.
Progressive Disclosure22 steps · 10 phase groups · process-driven sequence
⚠ Friction: Duplicate phases, late credit check, repeated questions, delivery after payment
15 steps · 4 phase groups · user mental model sequence
✓ Restructured around user intent: What → When → How I'll pay
The Redesigned Flow
The new flow guides users through four distinct phases that align with how they naturally think about the purchase: What am I getting → When → How will I pay → Complete. Each screen implements the consolidations and clarifications defined in our optimization strategy.
1. Get Started
The entry point introduces the flow and sets expectations. Clear indication of progress and timeline reduces anxiety about the process ahead.
- Clear value proposition
- Progress indicator showing 4 phases
- Time estimate for completion
2. Select Plan
Redesigned the plan selection interface to make comparing options easier. Users can see all key details at a glance, addressing the original flow's unclear decision tree.
- Side-by-side plan comparison
- Key features highlighted for quick scanning
- Clear pricing and data limits
3. Pick Phone with Smart Search
Simplified device selection with intelligent filtering and typeahead search. Users can browse by category, price, or search for specific models, reducing the cognitive load of the original multi-step device selection.
- Visual device cards with category filtering
- Real-time typeahead search
- Popularity-based suggestions
- Price comparison at a glance
4. Configure Device
Consolidated device configuration (color, storage, protection plans) into a single screen with progressive disclosure. What was previously 3 separate sequential screens is now one modal, reducing navigation friction.
- Visual option selection for primary choices
- Secondary options collapsed below fold
- Real-time price updates
- Clear add-on descriptions
5. Cart Review
A clear summary of the entire order before proceeding to checkout. Users can easily edit any item or return to previous steps. This replaces the original flow's redundant confirmation screens.
- Complete order summary
- Easy edit functionality for any item
- Promo code entry
6. Account Verification
Streamlined account information collection. We pre-filled known information from their account and only requested what was necessary at this step, eliminating the duplicate data collection that existed in the original flow.
- Pre-filled account details (not re-asked)
- Minimal form fields required
- Clear validation feedback
7. Payment Setup: Credit Check Flow
The credit check process is where trust is most critical. We moved this phase immediately after cart confirmation (instead of step 17) so users who don't qualify exit cleanly, before emotional investment in a specific device. The flow includes three key screens that create transparency around the process.
8. Shipping Details
Shipping address and method selection are now grouped in the "When" phase, moving delivery options to the right place in the user's mental model. Users see delivery timeframes and costs upfront, eliminating surprises.
- Address autocomplete
- Multiple shipping options with costs
- Clear delivery timeline
9. Payment Details
Final payment step with multiple payment method options. Clear security messaging and a final order summary before submission. This screen is cleaner because we've already collected and confirmed all necessary information in earlier phases.
- Multiple payment method options
- Security assurance messaging
- Final order review
10. Order Confirmation
Celebratory confirmation screen with clear next steps. Customers know when their device will arrive and how to track their order. Removes any lingering uncertainty about whether their purchase was successful.
- Order confirmation number
- Delivery timeline
- Next steps and support information