Tangible UX Verizon Case Study

Case Study: VerizonNew Mobile ServiceProject

Tardis
Tangible UX was engaged to develop a service for Verizon,  
allowing content providers to sponsor content for Verizon customers
without increasing end consumers data plan costs.

Project Goals
• Design an intuitive icon to ﬂag sponsored content
• Design a gracefully degrading system of identiﬁcation and
explanation to overlay and accompany sponsored content
buys
• Design a portal for content providers and developers to
purchase data buys and to implement the sponsored
program

Ethnography
• Interviewed 20 participants around the country
• Deep dive conversation about mobile phone usage and habits
• Developed 3 personas from the data and behaviors

PersonaDevelopment
“I don’t use WiFi too often
because I have really
good coverage.”
Name
Type
Profile
WiFi Usage
Whenever possibleOnly at home
Tasks + Apps
Joe
Data Naïve/Indifferent
Joe understands data usage, but doesn’t
pay attention to it. He was given his phone
and is on a family plan. His parents get the bill,
so he never sees it. He uses his phone for
school, writes memos with Evernote, and is
networking for a job with LinkedIn. He has
music stored on his phone, but also uses
Pandora. He rarely buys apps, there are always
free ones out there, and they automatically
update. He doesn’t own a tablet, but travels
light with his phone or uses a PC when working.
• communication: Facebook, email, texting
• work: classwork, calendar, research
• sharing: Facebook
• games: Angry Birds
• navigation: google maps
• photos: shares via text
• shopping: wait until computer to shop
• apps: free
• storage: only email and photos synced
• music: iTunes, Pandora
• video: YouTube
Statistics
• Age: 21
• Data plan: Family Plan
• Data limit: 3GB
• Occupation: Student
• Children: 0
• Age: 52
• Data Indifferent
• Data plan: Personal Plan
• Data limit: Unlimited
• Occupation: Architect
• Uses a lot of data for work
• Lots of photos of work sites
• No WiFi on job sites
Data Naïve/Indifferent
Awareness of Data Usage
Low High
Technical Knowledge
Low
(naïve) (indifferent)
High
Mobile Purchase Frequency
Low High
Purpose of Tasks
Focused Entertainment
Age (bar)
Young Mature
Additional Member
Sam
“I get a text with how
much data I have used
so far”
Ben knows a lot about technology for someone
his age. He reads his cell bills and does not go
over his data limit. He uses WiFi when at
home and also to read the paper at the local
coffee shop. He shops for deals and has an
app to find cheap gasoline. He compared
many options before choosing his current
data plan, and the only thing he does not like
about it is that coverage is sometimes spotty
in his rural neighborhood. He makes purchases
with his tablet frequently.
Wifi-er
Name
Type
Tasks + Apps
Ben
WiFi-er
• communication: email, limited texting
• work: hobbies, community volunteer
• sharing: email
• games: Solitaire, Words with Friends
• navigation: google maps
• photos: shares via email
• shopping: Amazon Prime
• apps: low number of apps
• storage: Google Docs
• music: Pandora
• video: YouTube, limited Netflix
Statistics
• Age: 72
• Data plan: Individual Plan
• Data limit: 5GB
• Occupation: Retired Professor
• Children: 3
Profile
WiFi Usage
Low High
Technical Knowledge
Low High
Low High
Purpose of Tasks
Age
Young Mature• Age: 42
• Data plan: Personal Plan
• Data limit: Limited
• Occupation: Contractor
• Uses phone for personal
and work
• Monitors his data usage
Additional Member
Mark
“Those 2 GB of free data
in my Dropbox account
filled up very quickly”
Alexis understands how technology works
and this was helpful when she chose her
data plan. She doesn’t read her phone bill
unless it is unusually high. She is constantly
on the move using her phone. She installed
a QR scanner app but usually shops on her
computer. She listens to Google Music on
the treadmill at the gym and posts on
Facebook because then everyone can see it.
She is willing to pay for cool new apps and
will be able to access her music on her new
tablet when she gets it.
Data Savvy
Name
Type
Tasks + Apps
Alexis
Data Savvy
• communication: high Facebook, email,
texting
• work: classwork, calendar, research
• sharing: email, twitter
• games: Jetpack Joyride
• navigation: google maps, GPS/directions
• photos: shares via Facebook
• shopping: window shopper / paypal user
• apps: willing to pay for apps
• storage: fully synced accross devices
• music: Google Music
• video: Netflix, YouTube
Statistics
• Age: 20
• Data plan: Individual Plan
• Data limit: 5GB
• Occupation: Student, Photo Assistant
• Children: 0
Profile
WiFi Usage
Low High
Technical Knowledge
Low High
Low High
Purpose of Tasks
Age (bar)
Young Mature
• Age: 48
• Data plan: Family Plan
• Data limit: Limited
• Occupation: Product Manager
• Pays bills for the family
• Owns a tablet, but not used
for business, just family stuff
Additional Member
Megan

Joe is in a long-distant relationship with
Alexis. They do much of their
communicating on Facebook, both
publicly and privately. On Valentine's
Day, Joe records a video of himself
playing the ukelele for Alexis and
uploads it publicly to her timeline and
comments.
Joe didn’t notice the promotional  
message stating his video was being
uploaded free of data charges using
Flow. He’s on a family plan and tends
not to notice such things.
Scenario
Development

Sam is an architect. While on a job site,
he receives a notification from the
project manager telling him the plans
have been updated on Dropbox. Sam
has unlimited data tethered to his tablet,
so he doesn't hesitate to download or
view files.
Mark, his client, doesn't use Dropbox
and is worried that yet another app could
chew through his limited data plan.
However, this notification included an
icon and text indicating, "Get Dropbox
data-free on your plan."
Scenario
Development

Joe is driving up to spend a weekend
with his girlfriend, Alexis. This is the ﬁrst
time he’s visited her school. His mom
has been hounding him about data use,
so he printed directions before he left
home.
But now he’s lost, and pulls over to use
his phone. He was just going to use it to
get back on track, but as he's plotting
the route, he sees he can get turn-by-
turn voice directions that won't count
against the family's data plan.
Scenario
Development

Ben is retired, but more active than ever
with church, community, and reading  
and researching about his hobbies on
his 3G iPad.
This often happens at a local coffee
shop with free wiﬁ. After paying overage
charges a few times — Ben is tech-
savvy, but still not sure what caused all
that data usage — he looks for wiﬁ
whenever possible to conserve data.
Scenario
Development

Branding
Workshop
The combined client and Tangible team
worked together over a three day
session developing a personality proﬁle
for the service, brainstorming keywords
and their attributes, developing
conceptual mood boards and deﬁning a
visual language / color palette direction
to explore.

Information
Architecture & User

IAFlows Über Verizon user : flow
Y
N
über
user?
see regular
customer flow.
N
Y
search/narrow
by customer?
by authenticating as
an über agent, automaticaly
agree that they are masquerading
on the customers behalf.
click through to
other categories
N
Y
download/
export?
Y
drill down
by [variable]?
N
Y
type
selected?
prompt to
select file
type
download file or print
xls, xml, pdf
Y
N
narrow/navigate
to Reports?
Y
N
N
Y
N
Y
View
Campaign
Management?
Narrow by company?
Narrow by
campaign?
View
Resources?
Y
Über Dashboard
overview
Über Dashboard
Narrowed to
company
Über Data
Report
Über Campaign
Report
Über Cost
Report
Campaign
Manage/
prompt to
search
Resources
campaign
manage
customer view
campaign
manage
campaign view
same flow as
Campaign Report,
sliced by “Cost”
same flow as
Campaign Report,
sliced by
“Subscribers”
Download/
Export/Pr
Dialog
Über Subscriber
Report
same flow as
Campaign Report,
sliced by
“Subscribers”
* ability change charts
to data tables
anything
different here?
View
Notifications?
Y
search
companies
campaign
create
flow
Each view w/in
Reports to have a
properly formated
print view.
all
notifications
search
users
View
users?
edit
Y Y
Create?
Y
user profile
password
prompt
password
prompt
edit state/
other actions
send
notification?
create
notification?
Y
N
select + send
notification
Create
Campaign?
Y
Y create + send
notification
*Original Admin for
account sets password.
(typically 4 digit code)

InteractionDesign
Newsfeedyoutube.com Search
Get the YouTube app for more
data free streaming with Flow.
Ukelele
Lorem Ipsum Ukelele
Dolor sit amet consecutar
elit ae velicit.
Sit Amet Video
Dolor sit amet consectutar
video
video
Dolor Sit Trailer
Lorem Ipsum Ukelele
video
Watch data-free
You
Tube
App Store
12.9MB
Watch the world’s videos and keep
up with your favorite YouTube
channels with the ofﬁcial YouTube
app for iOS. Sign in to access your
subscriptions, playlists, uploads
and Verizon customers can watch
data-free with Flow.
Home Search
YouTube
Download
screenshotscreenshot
YouTubeMenu Search
video
video
video
Sitar Wizard
elit ae velicit.
Neutral Uke Hotel
video
video
P!NK
Watch Data Free
video
Stream data free on Verizon whenever
you see this icon. Get started now
app
app
store
app
f
appapp app app
appapp app app
appapp
You
Tube
NEW
Text & Screenshot Messaging
Without deep app store integration (developers are limited to a single set screenshots
and text shown to all store visitors). Flow messaging cannot be limited to only Verizon
customers on the network and would be shown to all store visitors.
Likewise there is no difference if the customer has or hasn't aggred to the TOS.
Customer Education
For ﬁrst-time customers, the Terms of Service
acceptance screen opportunity to educate our
customers to look for the Flow icon.
Page/Screen is Verizon hosted
About Flow
Lorem Ipsum Ukelele
elit ae velicit.
Sit Amet Video
video
video
Lorem Ipsum Ukelele
Back
video
video
videoFlow means it's data-free.
We've partnered with some of the best content
providers to bring you shopping, watching,
posting, and sharing - all without dinging your
data plan. Look for this icon [icon]. When you
see it, you'll know it's data-free from Flow.
Start streaming
No tricks or hidden fees, just tap button to
agree to our terms of service and you're set.
More about Flow about and your privacy.
Flow
I Agree
YouTubeMenu Search
video
video
video
Sitar Wizard
elit ae velicit.
Neutral Uke Hotel
video
video
P!NK
Dolor sit amet consectutarvideo
This icon means it's data-free from Flow.
Smaller messaging after TOS
Customer has been exposed to Flow
information during the TOS acceptance
requiring less messaging afterwards.
Store Download &
First Run Experience

PandoraBackPandora
You are listening data-toll-free
Flow
gnimaertscisumeerfllotataD
Lorem ipsum dolor sit amet, consectetur
adpiscing elit. Cras nisl turpis, condi tum
vitae con sect etur eu. More Info...
wolFatadeerftuobaeroM
Nam leo eros, sollici tudin et tempor ut,
vulput vitae tellus. Morbi sed nunc id
sapien auctor molestie.
Pandora
Flow
Stream music for free
Back
Listen data-toll-free Start Now
Pandora
You are listening data-toll-free
InteractionDesign
Music: Opt-in & Streaming
Friend Feed
video
Check out my latest ukelele video.
OMG, I just saw the most cutest
ever kitten falling asleep video
Friend Feed
video
Watching this will not count against
your data usage via Flow.
Flow
Pandora
Flow
Stream music for free
Back
Listen data-toll-free Start Now
Video: Opt-in & Streaming
Friend Feed
video
Post free of data charges with Flow.
the metaphor.
Flow
About Flow
Lorem ipsum dolor sit amet, consectetur
adpiscing elit. Cras nisl turpis, condi tum
vitae con sect etur eu. More Info...
wolFatadeerftuobaeroM
Nam leo eros, sollici tudin et tempor ut,
vulput vitae tellus. Morbi sed nunc id
sapien auctor molestie. Quisque et velit
quis orci.
Friend Feed

Voice & Tone
• Voice and tone guidance
• Editorial style guide
• Copywriting for the developer portal and the consumer facing
service messaging

Info Gathering
Copywriting
• “This post is free from data charges with
Flow.”
• “Post free of data charges with Flow.”
• “This post is free from data charges. It’s  
on Flow.”
• “Flow lets you post this without data
charges.”
App Download Apps & Sponsors
App Download: Concise, Informative Clear, InformativeSocial Media: Reassuring, Educational
Messaging: Concise, InformativeMessaging: Concise, InformativeMessaging: Concise, Informative
• “Free data from Flow.”
• “Flow means data-free.”
• “Go with the free. Go with the Flow.”
• “Data is free with Flow.”
• [Button]: “Data-free download”
• [Supporting text]: “Downloading this app
won’t count toward your data usage. You’ll
also get 10 data-free ﬁle transfers with
Dropbox.”
• “Download data-free.”
• “Download now”
• [Subtext]: “It’s data-free from Flow.”
• [App]: “Use this app data-free with Flow.”
• [App]: “Use this app data-free. Sponsored
by [sponsor] and Flow.”
• “Watch this video data-free from Flow.”
• “Stream this video data-free from Flow.”
• Watch this now. It’s data-free from Flow.”
Social Media

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