Verizon Fios's AI-powered (PEGA) plan recommendation had just a 3% acceptance rate, and half of customers took no action at all. We redesigned this experience into a transparent, choice-driven comparison.
The Problem
End Conversion
374 of 314,227 customers completed an order
Lost Opportunity
Viewed recommendations without converting.
Qualitative Research
Customers verbatim
"
“I'm a little hesitant to click this 'Modify My Plan.' Does this change my plan right now? I don't want to accidentally change my plan; I just want to see my options.”
Fios Customer
"
“I don't trust this recommendation. It just says, 'This is the best plan for you,' but it doesn't tell me what I lose by changing. Do I lose my perks? Do I lose my speed? Does my price go up? It's not telling me anything, so why would I believe it?”
Fios Customer
Problem Statement
How might we create a experience that allows users to effortlessly grasp their potential savings and promotions on their recommended plan, while intuitively discovering and adding perks to their chosen plan?
Business goal
Improve Pega recommended plan and perk take rates.
Ideation
User-Steered Recommendations
Goal-oriented filter toggles that transform passive recommendation viewing into an active, user-guided selection process.
Zero-Friction Navigation
Enables users to swipe between alternative plans without losing sight of their current plan.
Final Prototype
"What You're Getting" vs. "What You'll Keep"
Clearly shows what upgrades you get and what features or discounts stay the same.
"Your New Monthly Bill" Breakdown
Shows a clear before-and-after breakdown of your exact monthly bill change.
Easy Comparison
Positioning current plan closer to recommended plans, with clean, structured content- lets you compare features effortlessly.
Upfront Savings & Discounts
Highlights price locks, active offers, and monthly savings within the plan tile.
Impact
Evaluating the redesign performance against the previous control experience in live user traffic.
Conversion Rate Comparison
36%
vs 28% Control
Increased user conversion rate by 8 percentage points over the old design.
High-a Tier Growth
+3.41%
+341 bps
Lift in orders specifically choosing the premium Gig Speed Internet recommendation.
Overall Plan Take Rate
+8.08%
+808 bps
Significant jump in total
recommendations accepted
by users across all tiers.