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Overview
Creative brief
Research
IA and navigation
Design focuses
Reflection

Verizon Fios 2.0
For the Verizon Fios UMW 2.0 project, the goal was clear: transform how people experience TV. It became a deep dive into streamlining features, solving long-standing usability issues, and building a design system that could keep pace with constant innovation.



RoleType ResponsibilityDurationProduct DesignerConceptDesign & Strategy2023-2024

OverviewThe future of the Fios TV Mobile experience envisions positioning Verizon as an industry leader by meeting evolving user needs, enhancing content delivery, and driving growth. This initiative aims to refine the Fios app, integrate feedback, embrace technology, and boost customer loyalty and revenue.

Creative brief Improve Verizon mobile user experience. Design a polished, user-friendly digital product, and elevate the Fios app to compete with industry leaders.

Research Understanding user perspectives We’ve analysed Verizon generations of user testing and case studies. Additionally, conducted an internal user workshop and finned combed few of the biggest research studies on streaming/tv industry from past few years.





Multiple content discovery mechanisms
Combining various discovery methods, platforms aim to provide diverse and engaging content options, ensuring users can easily explore and find videos aligned with their preferences and interests.

Providers aim to make the choice as simple and clear as possible (entitled VOD focus).
Content variety
(linear + on demand)
Comprehensive approach which reflects aim to meet the evolving needs and preferences of industry audience, making given platforms a go-to destination for varied and engaging content experiences. Often free of charge, ad-supported.
Exceptionally streamlined user experience
Through continuous innovation, platforms go further than a traditional data-driven approaches. 
Employing sophisticated algorithms and user-centric features. 

Closely analyzing user behaviors, preferences, feedback, they strive to anticipate and meet the unique expectations of each user.

IA and navigation
Simplifying IA to strengthen user focus
The previous TLM-based navigation offered consistent layouts but introduced small design variations that added friction. By simplifying the hierarchy and prioritizing relevant, personalized content, we created a more cohesive and engaging experience—one that feels consolidated, user-centered, and ready to support future innovation.



Navigation In order to elevate user engagement, along side streamlining overall experience - we introduce a remapped pattern of navigation with micro interactions to create a small moments of delight when interacting with the product.

Design focuses
1. Engagement: Beyond numbers. Crafting a holistic viewWe prioritized user-centered engagement with personalized profiles, tailored content recommendations, and features like "What to Watch" and an enhanced Library, fostering deeper connections through intuitive, tailored experiences.


2. Discovery: Unified content catalogue
We enhanced content discovery with a unified catalogue, Collections for grouped content, a redesigned Content Details page, and AI-driven search for smarter, intuitive results.


3. Consumption: Streamlined experience
We streamlined the user experience with intuitive navigation, enhanced Player and TV Casting for effortless control, and introduced a TV Companion feature for seamless transitions between mobile and TV viewing.

Reflection
What I learnedReworking Verizon’s search experience was a crash course in designing resilient UX under messy backend conditions. I learned how to abstract over inconsistent data, create UI patterns tolerant to variability, and align design intent with engineering constraints.

It also taught me the value of shipping a stable core first (search + discovery), then layering complexity (personalization, recommendations) later — a strategy that balances user value with technical feasibility.

More than anything, this project helped me refine how I lead cross-functional collaboration, scope realistically, and build scalable design systems that serve both user needs and engineering realities.