Fios TV Sports Marketing Page
Our Problem
For this project, we were approached by the SEO and marketing teams in order to create “learn” (marketing) pages that would satisfy a number of needs for the business. The first need was creating more content to be used by the SEO team and boost Verizon’s ranking in organic search. The second need was to create pages that would increase online sales, and also help customers learn about what sets Verizon apart from the competitors with regards to internet speed and reliability, and an enhanced TV experience.
Our Solution
We created an ecosystem for our learn pages, and each designer took a topic to design. We leveraged a universal design system that dictated the foundation of our pages. We were also responsible for the framework of the content and aligning with SEO to ensure the right keywords were incorporated to the page. We worked closely with a copywriter to write the actual content once we established the framework.
Tools: Sketch, Zeplin
Process
Sketching & brainstorming - Determined what content should be conveyed on this page, working closely with the SEO team to incorporate key words.
Wireframing - Low fidelity pages to visualize concepts and create potential reusable components. Leveraged the design system via Sketch in order to ensure consistent designs with the other marketing page. Worked closely with the rest of the team to re-use design components where appropriate in order to minimize development efforts and create re-usable code.
Usability testing - Lead research efforts for various pages to ensure content and pricing constructs were intuitive, and design patterns were usable. Created scripts and tasks, collected and analyzed data, and provided recommendations based on insights. See the research document.
We had to work as a team in order to standardize certain design modules/components so they could use a single module in Adobe Experience Manager. Interactions for modules were made in Principle. Development is still in progress.
Challenges
There were many challenges in aligning with the business and branding, while keeping the integrity of the design. These redesigns aimed to create a better user experience by simplifying pricing and content, in addition to improving transparency and removing the stigma often placed on telecomm companies. While we felt our designs accomplished these goals, the business had a lot of rules and legal language that made it difficult to keep the simplicity of these designs. We tried our best to push back without compromising integrity but also keeping the rules of the business in mind. This was a great experience in learning how to accommodate many different groups, while trying to push these products live.