VISIBLE BY VERIZON
TOOLS
Figma, InDesign, Photoshop, R, Python, SPSS
TIMELINE
6 weeks
ROLE
Product Designer
OBJECTIVE
Evaluate and redesign Visible’s onboarding experience.
INTRODUCTION
Visible by Verizon is an all-digital, prepaid wireless service brand, so onboarding happens entirely in the app with no in-store support. Because of this, a seamless sign-up is critical for adoption and retention.
PROBLEM STATEMENT
Visible’s onboarding process can be made more intuitive for users, often users are left confused and uncertain during setup. This lack of clarity creates reliance on in-store support, which contradicts Visible’s digital-first model and leads to frustration.
RESEARCH APPROACH
I analyzed over 10,000 app reviews and conducted 6 user interviews to uncover pain points and better understand Visible’s target demographic. Using statistical testing (bootstrapping in SPSS), I measured variability across key onboarding tasks, while also observing users’ body language and facial expressions to look for unspoken frustration. My goal was to determine whether task completion lacked consistency and to identify points in the onboarding process where design can be improved.
Opportunities
RESULTS
PROTOTYPE-BASED A/B TEST REVEALED A 30% REDUCTION ON IMEI ENTRY TIME.
60% TOOLTIP ADOPTION.
100% of participants preferred revised wearables screen over original.
REFLECTION
This project reinforced the value of combining quantitative and qualitative methods to uncover moments of friction. Running usability tests not only validated my redesign decisions but also revealed an unexpected outcome: one participant decided to join Visible after experiencing the app during testing. Even though this decision was based on the previous version, it highlighted how exposure through research can influence real-world adoption. Overall, this was an extremely fun project to work on and seeing both the research and design come together was amazing and rewarding. A full PDF of the project is available below.