Verizon Express

Redefining retail by shifting transactional experiences from employees to customers.

Product designRetail experience designService blueprintingJourney mappingProduct strategy

53→7 min Average upgrade time, down from 53 minutes

Nationwide Expansion following a successful pilot

Diagram of the store mapped by role, showing the customer device, check-in rep, express dashboard, floater, pickup rep, and back-of-house tools — Fig. 1The store mapped across roles and touchpoints.

Verizon Express reimagined the traditional wireless store as a digital-first retail format where customers could independently browse, compare, purchase, and upgrade devices without waiting for a sales associate. The new operating model enabled smaller-footprint stores with fewer staffing needs while dramatically reducing transaction times and empowering customers to leave with a product in hand.

As the experience design lead, I helped define the end-to-end operating model, designing how customer-facing touchpoints, employee tools, and the physical environment worked together as one connected system. From self-service kiosks and accessory discovery to digital order status and seamless authentication across touchpoints, every platform was designed to reduce friction while maintaining a premium retail experience.

To bring the vision to life, our team transformed a conference room into a fully functional Express Store prototype, allowing stakeholders to experience the concept firsthand and enabling realistic user testing before launch.

Service flow diagram showing the four steps of a self-service upgrade: greeting, order, monitor and scan, delivery — Fig. 2The 10 minute self-serve upgrade journey.

A conference room converted into a full-scale Express Store prototype, with paper mockups and demo kiosks — Fig. 3Tested first in a conference room.

The Express Store accessory wall and self-checkout kiosk, with a 'Pick more' display of cases, chargers, and accessories — Fig. 4Self-serve kiosk at the pilot store in Portland.

Fig. 5The self-checkout kiosk, walked through.

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