How we redesigned Telgo's plan tiles so people can compare plans and choose with confidence. Telgo is a large U.S. telecom company. Just like picking a phone plan, a household has to pick a home internet plan, and each service comes with its own set of options.
Telgo sells home internet in two ways
Wired internet
3 plans to choose from
Wireless
5 plans to choose from
The customer's job: look at all of this and pick one. That single moment is what this project is about.
Problem Statement
People came to Telgo ready to choose a home internet plan, but faced too many options, too much jargon and too little clarity. Most left without ordering.
Current Fios plan purchase experience
Cognitive overload & decision fatigue
Every extra plan/spec shown without hierarchy competes for attention — violates keeping interfaces focused on what's relevant.
Jargon-heavy descriptions
"Whole-Home wi-fi" is internal/technical language, not the customer's own vocabulary or framed as a benefit — breaks the principle of speaking the user's language.
Horizontal layout constraints
The layout works for one context (desktop) but doesn't adapt to another (mobile) — fails to accommodate different devices/user needs equally well.
Fixed viewport bottlenecks
Forcing scroll/click to see key details makes users hold information in memory or dig for it, instead of surfacing it directly — increases cognitive burden.
Reduce decision fatigue and make plans easy to compare.
Meet the customer
What they're trying to do
Average customer drop off on home internet plan tile page
Why it matters to them
Mobile + FWA joint cart drop off rate.
What gets in the way
Average customer drop off on home internet plan tile page
What Telgo already does well
Mobile + FWA joint cart drop off rate.
Key Findings
67.2% of customers dropped off directly on the plan tile page; before even reaching the cart, signaling the friction starts at plan selection itself, not just at checkout.
Nearly all customers who reach the joint mobile and FWA cart leave without completing the purchase.
About 1 in 4 mobile customers eventually add Fios, but only through separate nudges over time, since a joint cart option doesn't exist for Mobile and Fios yet.
Intended Outcome
Quantifying Customer Friction
Centralizing issue records revealed recurring friction patterns across the journey, exposing systemic risks that a piecemeal view had been hiding.
With every finding in one place, we could rank issues by severity and frequency, and put resources against the pain points that actually mattered most.
Informed Strategic Trade-offs
Centralized records made the "cost of inaction" visible, giving leadership clear evidence for what's at stake whenever new features get prioritized over fixing broken experiences.
Audit Landscape
Heuristic Analysis
Evaluation using usability principles to identify gaps, reduce cognitive load, and simplify user decision-making throughout the journey.
Visual Quality Audit
Production audit to catch visual inconsistencies, ensure design system adherence, and maintain brand quality across all devices.
CMI Research Findings
Synthesis of qualitative studies and testing to validate mental models, measure success rates, and align the experience with user needs. Reddit community reviews were also looked into to inform the issues.
Heatmaps / Quantum Metrics
Analysis of real-time behavior to pinpoint navigation hurdles, identify "dead clicks," and track customer interactions with specific page elements.
1 - Home Internet Plan purchase
Verizon is the largest wireless carrier in the U.S., offering home internet through two services - FWA (3 plans) and Fios (5 plans). Picking a plan is a tough decision: customers compare options both within Verizon and against competitors, weighing benefits against price. Despite the competition, we found that 67.8% of customers dropped off right on the plan tile page, before even reaching the cart. This showed the real friction wasn't at checkout, but earlier, during plan selection itself. Digging deeper, we found four issues behind this drop-off:
Current Fios plan purchase experience
Heuristic : Aesthetic & Minimalist Design
Cognitive overload & decision fatigue
Every extra plan/spec shown without hierarchy competes for attention — violates keeping interfaces focused on what's relevant.
Heuristic : Match Between System & the Real World
Jargon-heavy descriptions
"Whole-Home wi-fi" is internal/technical language, not the customer's own vocabulary or framed as a benefit — breaks the principle of speaking the user's language.
Heuristic : Flexibility & Efficiency of Use
Horizontal layout constraints
The layout works for one context (desktop) but doesn't adapt to another (mobile) — fails to accommodate different devices/user needs equally well.
Heuristic : Recognition Rather Than Recall
Fixed viewport bottlenecks
Forcing scroll/click to see key details makes users hold information in memory or dig for it, instead of surfacing it directly — increases cognitive burden.
2 - Mobile + FWA Joint cart purchase drop off rate is 95%
Verizon's prospect mobile and FWA customers can purchase both in a single cart as joint cart customers are eligible for a $15 M+H discount. Even after getting a $15 discount there is 95% drop off on the joint cart.
3 - Mobile + Fios Sequential cart purchase rate is 28.4%
Unlike M+FWA, Fios can't be purchased in a joint cart. Customers must complete their Mobile order first, then continue to Fios from the confirmation screen. Even though sequential purchase rates are high, Fios's legacy codebase prevents a single joint transaction.
Top Customer Feedback
Customer sentiment for Mobile+Home queries from Reditt and Verizon community forums.
Based on a quantitative content analysis of the 7 primary discussion threads and ~80 user interactions contained within the provided reliable sources. - Gemini
Mobile + Home MLP heatmap analysis using Quantum Metrics.
Heuristic : Consistency and Standards
The M+H discount messaging is inconsistent and often hidden across the user flow. Users see different savings information depending on the screen, with the $15 monthly discount missing or changing in different regions.
Heuristic : Visibility of System Status
The systems fails to recognize the user's logged-in status. Even though users arrive signed-in from the Mobile UAD, a banner asks them to "sign in" again to get a discount. There is no visible link for help.
Heuristic : Visibility of System Status
FIOS confirmation page lacks any mention of the Mobile + Home (M+H) discount, despite the user being enrolled and the discount being applied to future billing cycles.
The broader Home Internet design team identified over 100 friction points across the customer journey. My work focused on the Mobile + Home and Home internet portfolio, identifying 25 issues, 3 of them critical, before expanding to the full Home Internet experience. I secured executive sponsorship and funding for key fixes: refined plan selection tiles, better landing page content, and a streamlined purchase journey. This work became the foundation for a from-scratch redesign of the purchase experience, resolving core UI and UX issues while staying fully compliant with Verizon's Design System.