A disjointed lower funnel
Business customers could not easily explore, compare, bundle, and purchase different products in one transaction because the experience changed across technologies and product teams.
Verizon · Business telecom
Business shopping cart
Designing a scalable purchase experience for business customers across complex products and accounts.
0201 · Overview
One business cart for a connected product ecosystem.
Verizon serves businesses with connectivity, communication, and digital technology across multiple product lines.
The existing shopping-cart experience was split across Angular and React, multiple design systems, and siloed journeys for 5G, Fios, Wireless, One Talk, and small-business services. The project created a path toward one scalable, consistent lower funnel.
02 · Framing
From fragmented journeys to one scalable experience.
A unified React cart
Create a consistent visual language and interaction model where customers can shop across categories, configure add-ons, bundle services, and place one cohesive digital order.
Platform migration
Preserve capability and continuity while moving fragmented Angular journeys into React.
Design-system integration
Harmonize legacy and new components across accessibility, responsive behavior, and interaction patterns.
Product information architecture
Organize 5G, Fios, wireless, One Talk, and SMB services for clear comparison and bundling.
Progressive enablement
Balance an achievable MVP with phased delivery and long-term scalability.
My role · Senior UX Designer
Research, frame, map, design, prototype, and validate.
Stakeholder and user interviewsPersona and scenariosJourney and funnel mappingCompetitive analysisWireframes and prototypesUsability testing
03 · Legacy research
Understanding where the Angular experience broke down.
Shopping cart
Customers wanted products grouped by category, meaningful imagery, and less information presented at once.
Shopping journey
Users expected to add more products from the cart and customize devices rather than accept preselected bundles.
Lower funnel
Pricing, tax, and due-today values needed clearer hierarchy and context.
Unified cart
Multi-product shoppers wanted one coherent transaction instead of separate product journeys.
Areas to improve
Make price, language, and next steps easier to trust.
Visual hierarchy
Replace placeholder totals, remove repetitive values, and clarify the relationship between estimated tax and due today.
Legal content
Collapse dense disclaimers into scannable, progressive disclosure instead of competing with the order summary.
CTA clarity
Use contextual actions such as “Continue to payment” or “Review order,” supported by stronger contrast.
Accessibility
Increase small-text contrast and provide context or tooltips where pricing behavior may be unexpected.
04 · Competitive analysis
Learning from familiar e-commerce patterns.
Use action-oriented CTAs
Button language should describe exactly what will happen next.
Prefer familiar commerce language
Clear, recognizable labels reduce hesitation and prevent misleading expectations.
Assume the flow is new
Make the next step visible instead of relying on product or process knowledge.
Emphasize one way forward
Reduce competing actions and keep the primary progression above the fold.
Anticipate decision needs
Keep due-today information available and group products around meaningful categories.
Connect promotions to products
Show the value and conditions of each offer in the context where it applies.
05 · Persona
Meet Alex, the operator behind the order.
Alex Thompson · 38
Operations Manager
Works at a mid-sized logistics company with several branch offices. Alex manages communication and technology needs while balancing uptime, cost, and ease of adoption.
Business needs
- Reliable connectivity across remote branches
- Mobile tools for employees on the move
- Bundled services with simpler billing
Goals
- Improve operational efficiency
- Strengthen communication across branches
- Reduce costs with the right package
Challenges
- Limited time to compare providers
- Different levels of technical confidence
- Concern about transition downtime
Compare services
Evaluate 5G internet and mobile offerings against competitors.
Bundle confidently
Understand how one provider can simplify management and cost.
Protect the transition
Find reassurance about onboarding and continuity of service.
06 · Lower funnel
Mapping the decisions that lead to checkout.
Workshop sketching
Move from research to entry points, cart structures, and responsive journeys.
07 · Team feedback
Comparing concepts before committing to a direction.
Compact, but device quantity and item-level adjustments were too easy to miss.
Repeated cards created visual clutter and made bulk purchasing difficult to scan.
Denser, but offered a stronger balance between quantity, detail, and overall scanability.
08 · Prototyping
Bringing the unified cart to life on every screen.
After research, competitive analysis, journey mapping, and team feedback, the concepts became interactive prototypes.
The goal was to test key assumptions about product grouping, quantities, pricing, promotions, and the path forward before development.