Driving conversions through
Conversation Design

Driving conversions through Conversation Design

Designing AI-powered chat flows that increased CSAT by 80%, drove an increase of 65% in Fixed Wireless Access containment and reduced escalation to 9% from 20%.

Company:

Verizon

Category:

Conversational AI

My Role:

Requirement gathering, research, identifying gaps, wireframing & design conceptualisation, stakeholder review and dev handoff.

The chatbot wasn't built to convert

As business pushed to grow its Mobile + Home bundling strategy, the existing chatbot experience was falling short. It lacked clarity, persuasion, and personalisation - offering a generic flow regardless of who was asking or what they already owned.

Prospects weren't being introduced to the real value of bundling. Existing customers weren't being guided toward adding services. Without contextual cues or tailored conversation flows, the experience felt flat and failed to drive the conversions the business needed.

The result: high drop-off rates at key decision points, missed upsell opportunities, and a chatbot that felt like a FAQ page rather than a helpful guide.

What this project set out to solve.

The M+H chatbot was a high-traffic touchpoint with untapped conversion potential. Users arriving with purchase intent were being met with a generic, one-size-fits-all flow that failed to acknowledge their context or guide them toward the right bundle.

What we set out to do

Goals for the redesign

Working with the product and business teams, we aligned on what success looked like before a single wireframe was drawn.

Reduce Churn

Keep customers engaged and loyal by delivering seamless, personalized experiences across every touchpoint—especially in digital self-service channels.

Reduce Churn

Keep customers engaged and loyal by delivering seamless, personalized experiences across every touchpoint—especially in digital self-service channels.

Reduce Churn

Keep customers engaged and loyal by delivering seamless, personalized experiences across every touchpoint—especially in digital self-service channels.

Drive Net Adds

Accelerate subscriber growth by converting prospects and upselling to existing customers through smarter bundling (like Mobile + Home) and timely offers.

Drive Net Adds

Accelerate subscriber growth by converting prospects and upselling to existing customers through smarter bundling (like Mobile + Home) and timely offers.

Drive Net Adds

Accelerate subscriber growth by converting prospects and upselling to existing customers through smarter bundling (like Mobile + Home) and timely offers.

Scale Platform Growth

Strengthen digital ecosystem by investing in scalable platforms, automation, and AI-powered experiences that enhance efficiency and reach.

Scale Platform Growth

Strengthen digital ecosystem by investing in scalable platforms, automation, and AI-powered experiences that enhance efficiency and reach.

Scale Platform Growth

Strengthen digital ecosystem by investing in scalable platforms, automation, and AI-powered experiences that enhance efficiency and reach.

Discovery

Kickstarting with a cross-functional workshop

To align teams and ground the project in real user needs, I facilitated a cross-functional workshop in three locations, focused on the M + H chatbot experience. Bringing together stakeholders from business, content strategists, designers and developers.

Together, we mapped the current journey, identified key friction points, and surfaced pain areas from both user and business perspectives. This session helped us reframe the flow, prioritise opportunities, and lay the foundation for a more intuitive, conversion-focused design.

Key takeaways

→

The chatbot is a high-traffic, low-friction entry point - ideal for cross-selling

→

Users often arrive with context - personalisation is both possible and expected

→

Strategic conversation design can unlock business goals like conversion, retention & education

→

The biggest gap was between what users needed to know and what the bot was telling them

User Research

Understanding user needs

Before redesigning any flows, we needed to understand the people on the other end. Through user interviews, session recordings, and analytics, four key insight areas emerged.

(04)

Trust

Users were skeptical of chatbot-driven offers, they wanted human-like guidance, not scripts.

(03)

Simplicity

Too many options too early caused decision paralysis and premature exits from the flow.

(01)

Clarity

Users didn't understand what the M+H bundle included or why it was relevant to them personally.

(02)

Confidence

Users needed reassurance before committing the bot felt transactional, not trustworthy.

User Research

Understanding user needs

Before redesigning any flows, we needed to understand the people on the other end. Through user interviews, session recordings, and analytics, four key insight areas emerged.

(04)

Trust

Users were skeptical of chatbot-driven offers, they wanted human-like guidance, not scripts.

(02)

Confidence

Users needed reassurance before committing the bot felt transactional, not trustworthy.

(01)

Clarity

Users didn't understand what the M+H bundle included or why it was relevant to them personally.

(03)

Simplicity

Too many options too early caused decision paralysis and premature exits from the flow.

User Research

Understanding user needs

Before redesigning any flows, we needed to understand the people on the other end. Through user interviews, session recordings, and analytics, four key insight areas emerged.

(04)

Trust

Users were skeptical of chatbot-driven offers, they wanted human-like guidance, not scripts.

(02)

Confidence

Users needed reassurance before committing the bot felt transactional, not trustworthy.

(01)

Clarity

Users didn't understand what the M+H bundle included or why it was relevant to them personally.

(03)

Simplicity

Too many options too early caused decision paralysis and premature exits from the flow.

Auditing the current flow

To identify gaps, I conducted a UX audit of the existing chatbot & Digital experience with a focus on how users discover and engage with Mobile + Home offers. The analysis involved reviewing live flows, mapping conversation paths, and assessing tone, clarity, and entry/exit points.

//Current M+H digital journey

Chatbot shortcomings

I looked at moments where the chatbot failed to ask qualifying questions.
It missed chances to upsell or inform, or provided one-size-fits-all answers.
There was no dedicated path for M+H discovery, no user segmentation, and limited guidance for users who might be eligible but unaware.
Prospect users can only proceed with adding either mobile/home and not add both to cart.

I looked at moments where the chatbot failed to ask qualifying questions.
It missed chances to upsell or inform, or provided one-size-fits-all answers.
There was no dedicated path for M+H discovery, no user segmentation, and limited guidance for users who might be eligible but unaware.
Prospect users can only proceed with adding either mobile/home and not add both to cart.

Opportunity framing

Turning friction into design opportunity

From our research synthesis, two core "How Might We" questions framed the entire design direction.

UX Opportunity

How might we guide users through a personalized M+H journey without overwhelming them?

Business opportunity

How might we drive conversions by proactively surfacing M+H bundles during high-intent moments?

Design — Proposed Flow

Redesigning the conversation from the ground up

The new flow was built around three principles: meet users where they are, guide rather than push, and personalise at every step. Here's how the conversation was restructured.

Contextual greeting

The bot opens with a personalised greeting based on whether the user is a prospect or existing customer — immediately setting the right tone and reducing cognitive load.

Intent recognition

Instead of a wall of options, the bot asks one qualifying question to understand what the user is trying to achieve — support, upgrade, or learn more about bundling.

Value education

For users with bundle potential, the bot surfaces a clear, visual explanation of M+H benefits tailored to their current plan — making the offer feel relevant, not random.

Guided decision

A streamlined 2-step qualification flow replaces the previous multi-branch maze — reducing decision fatigue and keeping users moving toward conversion.

Warm handoff

High-intent users are handed off to a live agent or a structured purchase flow with full context — no re-explaining, no friction, no lost leads.

Design — Visual System

Building on Verizon's design system

All designs were built within the Verizon Design System to ensure consistency across the broader digital ecosystem and speed up developer handoff. Key components extended for this project included conversational UI patterns, bundle comparison cards, and progress indicators for multi-step flows.

Design Features + Prototype

Methods used : Low-Fi wireframing, Hi-fi prototyping, Cross team design critiques

//Personalized Journey Based on Customer Type

//Eligibility Checker Flow

// Creating upsell moments

// Calling out benefits for existing customer

Bundle & Save More

Bundle Mobile + Home and get entertainment on us.

Prospect

Signed In

Scrollable carousal cards helping to discover M+H benefits and other sales, service related options.

Separate flows for existing mobile, home, or new users.

Tailored recommendations based on current services

Suggested plan(s): 5G Home plus

Suggested plan(s): LTE

We nudge users by intimating way ahead in the flow the plan that Verizon recommends.

We inform users about offers that they qualify based on their account history.

Save with these discounts

Mobile + Home Discount

Save $15/mo when combined with

postpaid mobile plan. Also get up to

$10/mo towards an eligible perk, like

Disney Bundle or Youtube Premium,

when you add and maintain a

[5G/LTE] Home Plus plan.

Auto Pay Discount

Save $10/mo when you sign up for

Auto pay and Paper-free billing.

Mobile + Home perk credit applied to active and eligible full price perk on either wireless or home service bill. 1 perk credit per account, credit will be applied in 1-2 billing cycles.

Availability varies. Subject to credit approval. When you enroll in Auto Pay and paper free billing using your bank account or Verizon Visa card.

Save as low as- on click triggers to open a model window which captures applicable discounts,

A special promo widget design that promotes the premium plan that offers a perk- on us!

Yes

Here are added benefits of your new plan.

Would you like to check availability after we finish this plan change?

With this plan,you can save money each month and get discount on Verizon %g Home Internet plan or you can get Fios Internet and save with the Mobile + Home discount.

Plan benefits

If user has only one service (M/H), prompts to explore adding the other

Guided path bridge common misconceptions, establishing a smooth transition.

Clear conversation affirmations

Reinforced at key decision points

Instant Mobile + Home bundle upgrades without restart friction, accelerating conversions.

5G Home Plan

5G Home Plus Plan

Auto-detecting premium users and prompting entertainment perk claims boosts post-selection delight

Design Features + Prototype

Methods used : Low-Fi wireframing, Hi-fi prototyping, Cross team design critiques

//Personalized Journey Based on Customer Type

//Eligibility Checker Flow

// Creating upsell moments

// Calling out benefits for existing customer

Bundle & Save More

Bundle Mobile + Home and get entertainment on us.

Prospect

Signed In

Scrollable carousal cards helping to discover M+H benefits and other sales, service related options.

Separate flows for existing mobile, home, or new users.

Tailored recommendations based on current services

Suggested plan(s): 5G Home plus

Suggested plan(s): LTE

We nudge users by intimating way ahead in the flow the plan that Verizon recommends.

We inform users about offers that they qualify based on their account history.

Save with these discounts

Mobile + Home Discount

Save $15/mo when combined with

postpaid mobile plan. Also get up to

$10/mo towards an eligible perk, like

Disney Bundle or Youtube Premium,

when you add and maintain a

[5G/LTE] Home Plus plan.

Auto Pay Discount

Save $10/mo when you sign up for

Auto pay and Paper-free billing.

Mobile + Home perk credit applied to active and eligible full price perk on either wireless or home service bill. 1 perk credit per account, credit will be applied in 1-2 billing cycles.

Availability varies. Subject to credit approval. When you enroll in Auto Pay and paper free billing using your bank account or Verizon Visa card.

Save as low as- on click triggers to open a model window which captures applicable discounts,

A special promo widget design that promotes the premium plan that offers a perk- on us!

Clear conversation affirmations

Yes

Here are added benefits of your new plan.

Would you like to check availability after we finish this plan change?

With this plan,you can save money each month and get discount on Verizon %g Home Internet plan or you can get Fios Internet and save with the Mobile + Home discount.

Plan benefits

If user has only one service (mobile or home), prompts to explore adding the other

Guided conversation- addresses common misconceptions, establishing a smooth transition from service to product enablement.

A seamless upgrade option that lets eligible users instantly switch to Mobile + Home bundles without restarting the journey—reducing friction and boosting conversions.

To enhance post-selection delight and drive engagement, we introduced a feature that recognizes premium plan users and prompts them to claim their complimentary entertainment perk.

Reinforced at key decision points

5G Home Plan

5G Home Plus Plan

Design Features + Prototype

Methods used : Low-Fi wireframing, Hi-fi prototyping, Cross team design critiques

//Personalized Journey Based on Customer Type

//Eligibility Checker Flow

// Creating upsell moments

Suggested plan(s): 5G Home plus

Suggested plan(s): LTE

We nudge users by intimating way ahead in the flow the plan that Verizon recommends.

We inform users about offers that they qualify based on their account history.

Save with these discounts

Mobile + Home Discount

Save $15/mo when combined with

postpaid mobile plan. Also get up to

$10/mo towards an eligible perk, like

Disney Bundle or Youtube Premium,

when you add and maintain a

[5G/LTE] Home Plus plan.

Auto Pay Discount

Save $10/mo when you sign up for

Auto pay and Paper-free billing.

Mobile + Home perk credit applied to active and eligible full price perk on either wireless or home service bill. 1 perk credit per account, credit will be applied in 1-2 billing cycles.

Availability varies. Subject to credit approval. When you enroll in Auto Pay and paper free billing using your bank account or Verizon Visa card.

Save as low as- on click triggers to open a model window which captures applicable discounts,

Bundle & Save More

Bundle Mobile + Home and get entertainment on us.

Prospect

Signed In

Scrollable carousal cards helping to discover M+H benefits and other sales, service related options.

Separate flows for existing mobile, home, or new users.

Tailored recommendations based on current services

A special promo widget design that promotes the premium plan that offers a perk- on us!

Clear conversation affirmations

Yes

Here are added benefits of your new plan.

Would you like to check availability after we finish this plan change?

With this plan,you can save money each month and get discount on Verizon %g Home Internet plan or you can get Fios Internet and save with the Mobile + Home discount.

Plan benefits

If user has only one service (mobile or home), prompts to explore adding the other

Guided conversation- addresses common misconceptions, establishing a smooth transition from service to product enablement.

A seamless upgrade option that lets eligible users instantly switch to Mobile + Home bundles without restarting the journey—reducing friction and boosting conversions.

To enhance post-selection delight and drive engagement, we introduced a feature that recognizes premium plan users and prompts them to claim their complimentary entertainment perk.

Reinforced at key decision points

5G Home Plan

5G Home Plus Plan

// Calling out benefits for existing customer

Impact

Results that moved the business

The redesigned flow was validated through usability testing and piloted with a segment of Verizon's chatbot traffic, delivering measurable improvements across key conversion metrics.

80%

CSAT Surge - improved overall customer satisfaction scores through a seamless, redesigned flow.

↑ FWA

Increased Fixed Wireless Access conversions by leveraging contextual personalization during key user interactions.

↑ M+H

Boosted Mobile + Home bundle conversions by capturing user intent at critical decision-making moments.

Learnings

What this project taught me

Conversation is a UX surface

Chatbot design isn't just copy — it's information architecture, progressive disclosure, and interaction design all at once. Every word choice is a design decision that affects conversion.

Personalisation unlocks trust

Users responded dramatically better to flows that acknowledged what they already had. A simple context check at the start of a conversation changed the entire emotional tone of the interaction.

Business and user goals

align

What was good for users — clarity, relevance, less friction — turned out to be exactly what drove conversions. Designing for the user first was also designing for the business metric.

Workshops accelerate

alignment

Facilitating a cross-functional workshop at the start saved weeks of misalignment later. Getting product, engineering, and business in the same room early meant everyone was solving the same problem.

Back to Work