Transforming Verizon TV for today’s video consumers
Role
Design Lead
Duration
2 years
Platforms
Android TV, Web, iOS, Android
The largest US telecom provider sought to reinvent their video offering to attract cord-cutters and cord-nevers while retaining their 3M+ pay-TV subscribers. I worked collaboratively with Verizon, leading a team of six designers to transform a platform serving millions of households nationwide.
1. Define a new direction
2. Establish new foundations
3. Deliver the change
4. Strategise the future
Define a new direction
Breathing new life into an aging product, we reimagined Verizon’s video experience from the ground up—resolving key pain points and crafting a more immersive, intuitive, and engaging platform that meets the needs of today’s consumers. With a streamlined UX, it consistently achieved 90+ SUS scores. Taking cues from Verizon’s bold brand identity, we created a dynamic stage for their rich content catalog.
Establish new foundations
With the launch of Verizon’s Brand 3.0, we expanded their design system beyond print and web, developing a flexible foundation for future 10ft experiences. In collaboration with Pentagram and R/GA, we crafted a system that balances usability, scalability, and the unique nuances of TV, ensuring Verizon’s new identity translated seamlessly to the living room.
Deliver the change
I led and mentored a team of six designers, fostering a research-driven culture through regular design crits, workshops, and 1:1s. By encouraging shared ownership, I helped maintain high team retention while ensuring a strong, collaborative environment.
I also built a trusted relationship with Verizon’s product leadership, user testing, and development teams, leading multiple client meetings per week to align design decisions with business goals and technical constraints, while advocating for the best user experience.
“I think Dillon has a real emotional intelligence to him, and for me, that’s a really important quality to have when leading a team towards success but also fulfilment.”
— Anonymous team member feedback
Strategise the future
While Verizon Fios TV continued to see subscriber losses, Q4 2024 marked the first signs of stabilisation, as the new product reached more customers and slowed the rate of decline. But improving the user experience alone wasn’t enough — we needed to rethink Verizon’s role in the streaming ecosystem.
I led the product vision for integrating +Play, evolving the video products into a subscription hub that seamlessly connected users to third-party content and services — positioning Verizon for the future of content aggregation.