Verizon Customer Retention

The Challenge

Verizon and Asurion had a long-standing partnership built on delivering reliable device protection to millions of customers. When it came time to communicate an upcoming price increase, the challenge wasn’t just about sharing the news. It was about helping customers understand the added value they would receive. The experience needed to clearly outline the new benefits, reinforce trust, and keep customers engaged through a sensitive message.

My Role: Digital Experience & Product Marketing Design Lead

I led the design and content strategy for the digital experience, creating a Verizon-branded landing page that communicated the price change and positioned the updated features as added value. I also developed the messaging, page structure, and feature positioning to ensure users quickly understood what was changing and why it mattered.

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Goals

• Create a Verizon-branded landing page that aligned with existing digital communications and served as the central hub for the campaign.
• Communicate product changes and benefits in a way that felt transparent, consistent, and customer-focused.
• Support the go-to-market campaign across multiple channels, including direct mail, email, and digital media.

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Process

Brand Alignment and Collaboration

Having worked on several Verizon initiatives before, I knew the importance of adhering to their digital brand and design system. I collaborated closely with Asurion’s internal design and marketing teams, as well as Verizon’s print and creative partners, to ensure a unified voice and visual language across every touchpoint.

Design and Content Strategy

I used Verizon’s established UI patterns and visual assets to quickly prototype and test page layouts that communicated complex updates in a simple, direct way. I also developed the content strategy, creating a clear value proposition that highlighted what customers were gaining, not just what was changing.

Cross-Channel Consistency

The print and digital experiences were designed to work together. The direct mail pieces introduced the update, and the landing page expanded on the message with interactive, digestible content that guided customers through their new plan details.

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What We Built

A responsive web experience where customers could view their new price and learn about additional features included with their protection plan. The page combined concise messaging, clear visual hierarchy, and familiar Verizon design patterns to make the update feel trusted and legitimate.

The collaboration between digital and print teams created a consistent customer experience across every touchpoint, resulting in higher engagement and retention compared to other client programs.

Business Impact

The campaign achieved one of Asurion’s highest customer retention rates following a program redesign. It became a model for how digital transparency and thoughtful UX could drive stronger customer relationships, even when communicating price changes.

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Project Learnings

This project reinforced how design, content, and go-to-market strategy work best when they’re fully aligned. By pairing brand familiarity with honest, value-focused communication, we turned a potentially negative update into an opportunity to strengthen trust and retention.

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