Overview
As Frontier and Verizon prepared for their merger, customers needed clear guidance on how to access merger-related discounts and offers. Existing Frontier customers and prospective customers followed different eligibility paths, creating a need for distinct but coordinated experiences.
I led UX design for two wayfinding experiences, partnering closely with Verizon's Day 1 team to define the customer journeys, translate requirements into wireframes and high-fidelity prototypes, and validate the approach through usability testing.
The challenge
The challenge was to create a coherent experience across two organizations while ensuring customers understood which path applied to them and how to access their offers.
Key challenges:
- Differentiate the journeys for existing customers and prospects.
- Communicate eligibility requirements and next steps clearly.
- Maintain consistency with Verizon's corresponding digital experience.
- Align stakeholders across Frontier and Verizon during a time-sensitive merger.
Prospect wayfinder
Existing customer wayfinder
Research & discovery
I worked across design, stakeholder, and research activities to translate complex merger requirements into customer-facing journeys.
- Usability testing: Conducted 20 tests through UserTesting to evaluate whether customers understood the proposed experience.
- Cross-company collaboration: Worked with Frontier and Verizon stakeholders to align requirements and expected customer journeys.
- Journey definition: Mapped how customers would arrive at the wayfinding pages and proceed to the appropriate destination.
The solution
I designed two coordinated wayfinding experiences tailored to different customer needs: one for prospective customers and another for existing Frontier customers.
Each experience clarified the relevant offer, outlined the next steps, and directed customers to the appropriate destination, reducing ambiguity across a complex cross-brand journey.
Prospect customer
Existing customer
Impact & takeaways
The wayfinding experiences improved engagement with the next steps in the merger-related customer journey.
- +9% traffic to the availability flow
- +8% clicks to Verizon's experience
The project demonstrated the value of aligning customer journeys, offer requirements, and cross-company stakeholder expectations during a complex transition.