01 · Verizon · 2025
Helping people act on personalized offers
My synthesis of Verizon's offer research shaped a tile redesign, and the design changes contributed to a 25% increase in offer acceptance.
- Org and Year
- Verizon, 2025
- Role and Team
- Lead managing two junior researchers
- Methods
- Analytics, interviews, and usability testing
- Partners
- Marketing, product strategy and experience management
Why were customers bouncing off offers that were built for them?
Context
Verizon was introducing multi-offer tiles to bring personalized offers together across the My Verizon app and website, and offer engagement had declined.
Approach
I led the research design and delivery over multiple rounds, managing two researchers: one focused on accessibility and one on mixed methods. We paired behavioral telemetry with in-depth interviews, and I synthesized findings across several offer studies, including a color study and tile usability testing. The data showed where people dropped off. The interviews explained why: problems with visual hierarchy, color and typography, including brand color combinations that added friction.
The synthesis became a set of experience principles for offer strategy, including communicating value clearly and engaging people through deep, data-driven personalization. I shared them with marketing, product strategy and experience management, and design used them to rework tile layout, color and placement.
What changed
Those design changes contributed to a 25% increase in offer acceptance.
Program results. Traffic, click-through and orders are 9-month monthly averages before vs. after the work began (March 2025). Offer acceptance is from Verizon's analytics team.