As the Experience Lead for the My Verizon App (MVA) onboarding redesign in 2024, I led research and strategy efforts during the discovery phase, collaborating closely with a strategist, two UI designers, and a project manager. Our goal was to redefine Verizon’s onboarding experience to improve user engagement, retention, and satisfaction while addressing pain points in the existing journey such as cognitive overload, fragmented messaging, and a lack of personalization. Through stakeholder interviews, competitive analysis, and journey mapping, we uncovered that effective onboarding must be continuous, contextual, and value-driven. The business impact centers on reducing churn and accelerating time to value by creating a more intuitive and engaging first-time user experience. Next, we’ll validate our concepts through user testing, streamline messaging, and update content to reflect Verizon’s brand value and strengthen early user relationships.

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