The Verizon In-Store Interface came from a business need to increase sales of our Device Protection and Support product by in-store Verizon employees.
Roles played: User Research, Prototyping, Testing
Where did we start?
I had done about 50 “man on the street” style guerilla user interviews before this design sprint in downtown Nashville with a cameraman. The focus of these impromptu discussions was mostly about people’s lack of education about their carrier’s offerings of the apps and services that were available. The vast majority of individuals we talked to had no idea that they could be receiving technical help from tech coaches for free.
With this knowledge, I co-facilitated a design sprint around how we could help in-store employees be clearer in their conversation about Asurion and Verizon's offerings. We interviewed multiple Verizon employees and their managers and heard them emphasize time and time again how it was difficult to differentiate between the bundle and what the pieces of our offering were. We mapped out the customer experience of entering a store and what the purchase process is like, and determined that there was a critical downtime when the employee was getting the new device where a customer could be educated about the product offering.
We knew based on discussions with employees that interactive displays are more effective than static displays or just looping videos. From group ideation we came up with a simple equation display that prompts different videos. We utilized existing videos that we had the rights to and placed them into a powerpoint specifically set up to loop a video when not touched.
We tested the concept in a handful of Verizon stores utilizing various ways of showcasing the interface. We saw increased purchases (around 10% more) of Total Mobile Protection at all stores where it was tested.
When we tested the concept we were able to send one of our employees to set up the test. Verizon had an appetite to expand to 50 more stores, which means we had to think about getting it setup without having to send an employee every time. We found the best results happened with the table mounted tablet stand.
We then launched in 50 stores. We made the decision to utilize Powerpoint as our permanent interface, as it was not guaranteed that the stores would have wi-fi. This allowed us to still have interactivity and video without relying on the internet.