Verizon

Integrating the loyalty program into the Verizon app

Company

AKQA New York

brief

usage

Role

Area

Senior Experience Writer
Senior Content Designer

App integration
Content design
UX/UI
Branding
PR

Scope

Design and integrate loyalty program Verizon Up into the existing Verizon app

Design and integrate Verizon’s loyalty program in the Verizon app

An overview of the Verizon Up awards that customers can claim through the loyalty program

insight

America’s biggest telcos don’t have much to compete on

Exclusive concerts, games and other events, often including meet & greets.

Ten, 2-week sprints to execution

All offer nearly identical phones, plans and prices. In an effort to differentiate themselves and to increase retention, Verizon introduced Verizon Up: a loyalty program that rewards postpaid customers for every bill they pay.

Verizon chose to only make the loyalty program available through the Verizon app to increase overall app engagement, return visits and time spent in the app.

In order to deliver on these KPIs, we settled for a gamified approach to offer something new and exciting with each visit. During the research phase we looked at gaming and other rewards-based apps, and services like grocery delivery and ride sharing to understand the seamless ways in which users can request a service.

Additionally, we created a differentiating look & feel and tone of voice for Up to convey the excitement and premiumness of the program, while still fitting within the Verizon design system.

Rewards you’ll really, really want

super tickets

execution

Every $300 spent on bills rewards users with a credit that they can use to claim any reward. Rewards include discounts on bills, new devices or Verizon products, or gift cards to popular brands.

These are only available at certain times in certain areas and would be awarded on a first come, first serve basis. Other gamified experiences were tied to birthdays, holidays, physical locations and other easter eggs.

Each sprint included a lo-fi and hi-fi design demo, which allowed us to create room for exploration while also iterating quickly. Each demo included key stakeholders including senior directors and VPs.

After wrapping up the sprints, we supported Verizon’s internal teams by presenting and selling in the program and creating content and marketing materials.