Santoso
Back to Work
VBS Checkout
Company
Verizon
Role
Senior UX Designer 1
Type
E-Commerce
When you think of Verizon, you think of the iconic ‘Can you hear me now campaign?’ This helped establish its presence as a telecom giant at the dawn of the 21st century. Most people think of it primarily as a business to consumer experience, however businesses still need internet and other mobile device needs that Verizon has been providing since its inception. While consumer and business purchasing paths share similar structures, B2B introduces specific protocols to protect against bots, scalpers, and fraud. This ensures Verizon can match its supply and services to small and enterprise businesses at a reliable and efficient scale. While cable networks have also entered the mobile and internet space, Verizon can offer competitive pricing at speeds — making it a compelling option for businesses of all sizes.
Problem
Reduce Friction
Verizon Business Group identified an opportunity to enhance their B2B checkout flow for new users. Around that time, there was a parallel effort to update Verizon Design System (VDS) by the design systems team that had to be factored into it once it was deployed. However, the main problem was the current flow set up was page by page. This created immense friction and unnecessary clicks which caused the checkout time to top at 13 minutes. This also proved problematic when assign numbers to employee mobile devices, scanning bundle deals and making sure address and identification information was accurate. In a market now dominated by new players, how can Verizon optimize this experience to stay competitive while retaining and growing their brand following in the business space?
Company
Build & Iterate
In the beginning me and my lead audited the existing experience to identify inefficiencies and potential affordances which could make the experience less cumbersome and more smooth for new business users. By understanding the flow, we looked toward the telecom market space and other markets to establish which design strategies would serve as our benchmarks. We sketched, brought in the greater VBS design team to help, tested our ideas with real users, and considered accessibility and API limitations, and eventually design hi-fidelity to help realize it to our collaborators. Coincidentally, my sketch during testing garner favorable user feedback, which included a stepper component not found in the VDS system—a limitation worth noting, and keeping the experience on one page. In between each of these phases, there was alway communication with our product owners, tech team and leadership.
Solution
Deploy
While noting user favorability toward my sketch, the one thing to establish is every project is collaborative. But my sketch providing the backbone of the experience did enhance conversion by 7%. 13 minute checkout times were reduced to 7 because the experience was now on a single page once deployed. And, having a visual stepper added an extra assurance to correct and identify information errors before purchase. Although adding a new component to a design system can introduce process complications, we were able to pitch it to the VDS team. That component was adopted by Verizon Consumer Group and re-adapted for other interactions and experiences as well.
Original Checkout Time
13 mins
Improvement
46%
Conversion Rate
7%
Collaborators
Evegniy Shutov
Chris Trinco
Arielle Giczkowski
Moira Cosgrove
LaTricia Watford
Ben Deleon
© 2026
Santoso
Visual
UX
Product
Work
About
Back to Work
VBS Checkout
Company
Verizon
Role
Senior UX Designer 1
Type
E-Commerce
When you think of Verizon, you think of the iconic ‘Can you hear me now campaign?’ This helped establish its presence as a telecom giant at the dawn of the 21st century. Most people think of it primarily as a business to consumer experience, however businesses still need internet and other mobile device needs that Verizon has been providing since its inception. While consumer and business purchasing paths share similar structures, B2B introduces specific protocols to protect against bots, scalpers, and fraud. This ensures Verizon can match its supply and services to small and enterprise businesses at a reliable and efficient scale. While cable networks have also entered the mobile and internet space, Verizon can offer competitive pricing at speeds — making it a compelling option for businesses of all sizes.
Problem
Reduce Friction
Verizon Business Group identified an opportunity to enhance their B2B checkout flow for new users. Around that time, there was a parallel effort to update Verizon Design System (VDS) by the design systems team that had to be factored into it once it was deployed. However, the main problem was the current flow set up was page by page. This created immense friction and unnecessary clicks which caused the checkout time to top at 13 minutes. This also proved problematic when assign numbers to employee mobile devices, scanning bundle deals and making sure address and identification information was accurate. In a market now dominated by new players, how can Verizon optimize this experience to stay competitive while retaining and growing their brand following in the business space?
Process
Build & Iterate
In the beginning me and my lead audited the existing experience to identify inefficiencies and potential affordances which could make the experience less cumbersome and more smooth for new business users. By understanding the flow, we looked toward the telecom market space and other markets to establish which design strategies would serve as our benchmarks. We sketched, brought in the greater VBS design team to help, tested our ideas with real users, and considered accessibility and API limitations, and eventually design hi-fidelity to help realize it to our collaborators. Coincidentally, my sketch during testing garner favorable user feedback, which included a stepper component not found in the VDS system—a limitation worth noting, and keeping the experience on one page. In between each of these phases, there was alway communication with our product owners, tech team and leadership.
Solution
Deploy
While noting user favorability toward my sketch, the one thing to establish is every project is collaborative. But my sketch providing the backbone of the experience did enhance conversion by 7%. 13 minute checkout times were reduced to 7 because the experience was now on a single page once deployed. And, having a visual stepper added an extra assurance to correct and identify information errors before purchase. Although adding a new component to a design system can introduce process complications, we were able to pitch it to the VDS team. That component was adopted by Verizon Consumer Group and re-adapted for other interactions and experiences as well.
Original Checkout Time
13 mins
Improvement
46%
Conversion Rate
7%
Collaborators
Evegniy Shutov
Chris Trinco
Arielle Giczkowski
Moira Cosgrove
LaTricia Watford
Ben Deleon
© 2026