VERIZON: Prepaid Mobile App (2017)
Verizon is the largest wireless carrier in the U.S., with 110 million+ users. In collaboration with AKQA, Verizon has been offering the simple and reliable mobile app experience for the postpaid customers and shown the successful engaging rate for a last few years. However, 5.5 millions of the Prepaid customers had quite different experience, as there was no mobile product for them to easily manage their payment and account.
In spring 2017, I was tasked to create mobile experience for the prepaid customers, specifically focusing on complex sections such as payment, account management for Family Account and e-commerce part. The product launched at the end of the year, and prepaid customers no longer needs to visit the retail store or dial in to refill their phone service.
• 550,000 + prepaid users have signed up for the mobile app within 6 months of the product launch.
• The mobile sales conversion rate rose 6 times after 2 months of the e-commerce section opening.
As the telecommunication market becomes saturated and the competition gets fierce, companies found the new opportunities from the existing business—the Prepaid market. Traditionally the prepaid customers were considered less valued to the postpaid ones. As the postpaid business model moving away from the service contracts and the prepaid customers transitioning the to the monthly subscription, the boundary between two service models became blurring. However, the customer experience of the prepaid service had a lot to catch up. For example, there was no easy way of managing the account and devices.
Creating the mobile product for the Prepaid customers were the next step, obviously.
Prepaid business has a very different set of rules to meet the business needs. Payment model is different. Device contract model is different. Permission level and each role is different. Contract model is different. Here are some key differences worth to note:
All the payment is handled by “Balance”.
Unique payment preference: Refill card is considered as one of the important payment methods.
Different permission level has different responsibility on payment.
There are no device payment contract.
Just as the business rule is different, prepaid users are different. According to the user research, they tend to be more sensitive on pricing. They have to use their existing device or purchase new devices in full price in order to join Prepaid program. Based on synthesizing the business requirements and user research, I listed out the key assumptions.
User wants easier ways to pay.
User want to activate the device quickly without spending time and effort to visit the store.
User wants better pricing.
User wants to get informed about any changes on the account.
Any product launch gets more exciting with some extra push to be noticed. My team put together this video and it was played all Verizon Stores nationwide.