Overview
As part of Total Wireless’s digital transformation under Verizon Value, our team explored how generative AI could enhance the shopping experience from the ground up. I helped lead the design and prototyping of a conversational assistant that reimagines how users discover, compare, and purchase phones and plans.
Challenge
Users were getting stalled when choosing the correct plan or device, leading to abandoned sessions and unnecessary calls to support. Traditional FAQ and static comparison tables couldn’t address the nuanced questions customers had about coverage, features, or compatibility.
Solution
We designed a GenAI-powered chatbot experience that acts as a purchase copilot—available at any point in the journey but never intrusive. The assistant helps users narrow down their best options by understanding needs (budget, usage, features) and providing clear, contextual recommendations. It can answer real-time questions, guide users through checkout, and replace the need to dig through FAQs or contact support.
Key principles included:
Always available, never intrusive – easily dismissible yet accessible on any page.
Guiding, not deciding – empowers users to make informed choices rather than making them on their behalf.
Integrated by design – built as part of the site’s overall information architecture, not an afterthought.
Impact
The prototype was approved for implementation and is now live for ~10% of users, with plans to expand across the full Total Wireless site and other Verizon Value brands. Early data shows improved engagement and reduced friction during plan selection.
My Role
UX lead and interaction designer—responsible for conversational flow design, documentation, and prototyping in collaboration with product and engineering teams.
