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Verizon - +Protect Personas

Hi! I'm super excited that you're interested in this study (I am too)!! Unfortunately, this case study is incomplete since I'm currently in the process of conducting this study. However, please feel to read through the Intro, "Project Overview" and "Planning" sections and I'll be sure to update this page as the study progresses!!

The +Protect portfolio comprises three categories of products: Device Protection and Insurance, Information Security, and Digital Family Safety. Within these categories, we have a range of core products, including Wireless Phone Protection, Extended Warranty, Digital Secure, Call Filter, Call Filter Plus, Cloud, Smart Family, Gizmo, Care Smart, Roadside Assistance, and Hum. The project originated from the stakeholders' desire to gain a deeper understanding of our user base in order to enhance the overall user experience and explore the possibility of streamlining some of the +Protect products.

In early June, I had the privilege of joining the +Protect portfolio team, where I had the opportunity to collaborate closely with designers and product owners. Our primary objective was to achieve a comprehensive understanding of our users, their needs, their goals, and their pain points. After careful consideration, we decided to conduct a diary study, collecting data that would serve as the foundation for creating personas. By leveraging this in-depth understanding of our user base, we aim to make informed decisions that will ultimately enhance the user experience and potentially consolidate some of the +Protect products. I am thrilled to be a part of this initiative and look forward to the positive impact it will have on our users and the portfolio as a whole.

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Role: User Experience Researcher

Project Duration: June 2023 - Ongoing

Project Overview

Responsibilities​

  • Hold regular meetings with stakeholders

  • Write and revise test plans

  • Program and monitor diary study in Dscout

  • Synthesize findings to create personas

  • Compile all research data into a final report

  • Collaborate with design team to suggest an action plan

Tools Used​

  • Dscout - I utilized Dscout to recruit participants for the diary study and to conduct the diary study.

  • Google Office Suite - I utilized Google Office Suite to write test plans and to create findings presentations.

  • Miro - I utilized Miro for notetaking and keeping track of insights and themes.

Key Research Questions

  • What are the user needs, goals, and pain points related to protection and individual protection sub-categories

  • What are users' motivations for choosing and using protection products?

  • How do users perceive what is presented and what is meaningful to users?

  • What products and features should/can be combined or separated?

  • What are the types of users that utilize each of the protection products?

  • What features or products do our competitors have that spark interest in users?

  • How do competitors affect their decisions and perceptions of protection products in general, and specifically our protection products?

  • How do they interact with Verizon outside of protection products?

  • How often do they use protection products?

  • Do their current protection products meet, exceed, or fall short of expectations?

  • How should user experiences be designed to minimize friction and maximize utility?

  • What common UX/UI practices should be avoided that may exist across direct competitors?

  • What are desirable and undesirable features/functionality for users?

  • How does protection and Verizon core services (mobile and home) relate to one another to users?

Planning

Timeline

Currently, there is no set deadline for this project but we aim to complete the project by September 2023. Below is a timeline of the work that has been done currently.

  • Week 1: Kickoff, learn about persona work done at other organizations, write screener

  • Week 2: Finalize screener, write test plan draft

  • Week 3: Finalize test plan, get stakeholder approval for test plan

  • ​

Stakeholder Collaboration

I am grateful for the invaluable support and collaboration from stakeholders throughout the research process. Their feedback on the screener and test plan has been instrumental in shaping our study. Working closely with the head of the Verizon Consumer Group (VCG) research team, we have ensured that the test plan effectively addresses all key research questions.

Recruitment

The following is the recruitment criteria for the diary study:

  • Current Verizon (mobile and/or internet) customers

    • Half who are Verizon Protect+ product customers

    • Half who are protection product customers of competitors

  • Mix of account owners and account members

  • Representative mix of age, gender, household income, geographic location, and ethnicity 

  • Representative mix of technical expertise /comfort level with technology

Writing the Test Plan

Conducting the Research

The Diary Study

Diary Study Challenges

Creating the Personas

The Personas

Persona Creation Challenges

Conclusion

Key Findings

Location

Austin, Texas

Email 

amormanzanares@gmail.com

Social

  • LinkedIn
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