Verizon- How Do Users Feel About CSR Messaging, and What Drives Them to Share

Verizon is a global leader in communications technology, renowned for its expansive 5G network and innovations in connectivity solutions. Beyond delivering fast and reliable wireless services, Verizon invests in groundbreaking ventures like Citizen Verizon (Corporate Social Responsibility), and Internet of Things (IoT) technologies, which empower industries and enhance everyday life. Additionally, This dedication to innovation and impact is where our story begins.

Summary

Over the course of one month, I conducted both qualitative (User Interviews) and quantitative (Survey) research to evaluate users' understanding and perception of Verizon’s Corporate Social Responsibility (CSR) program. This research specifically focused on identifying perspectives regarding individual benefits, assessing the likelihood of users sharing these programs within their communities, and analyzing how the programs influence brand perception.

Verizon’s CSR Messaging Webpage

The Problem

Verizon partnered with Usertesting to evaluate three Corporate Social Responsibility programs aimed at empowering key customer groups: students, small business owners, and digitally vulnerable workers. These programs provide free resources designed to enhance the lives of these users while encouraging them to engage with Verizon's services.

The Verizon retail team seeks to understand users’ perceptions and preferences regarding their programs and to evaluate the likelihood of users sharing these programs with others. Identifying these insights will help improve program appeal, engagement, and word-of-mouth promotion.

An example of what the programs look like and their contents (Blurred due to NDA)

Goals

Understand user comprehension, perceptions of the CSR programs, and perspectives on individual benefits.

Determine how likely users are to use and share these programs with individuals in their community.

Understand how these programs influence Verizon's brand perception.

Teams

UserTesting Research Team

Verizon Design Team

Verizon Development Team

Research Results

By conducting an unmoderated user survey with 60 customers and prospects, and a semi-structured qualitative interview with 10 users, we were able to connect our research goals to tangible recommendations for Verizon’s research roadmap.

1. Adding Program Eligibility Requirements: To improve clarity on how users can get involved with the programs.

2. Refine the program benefits for Displaced Workers: to be serviced, including specific details on the type of service the program will offer to enhance skills.

3. Expand the Quality of professional credentials within the small business program: such as their accreditation/endorsement from reputable organizations. To provide more brand power that could be valuable to users.

Our Final Insights Presentation Outlining all Insights

Process

User Survey

users participated in a survey via the UserTesting platform, responding to both open and closed-ended questions aimed at assessing their understanding of Verizon's CSR program overall and the individual benefits. The survey also explored the impact of CSR awareness on users' perceptions of Verizon as a brand and gathered valuable insights into how users prefer to engage with and learn about the program.

Key Discoveries

  1. Most users found the program clear and easy to understand but wanted clarity on program eligibility

  2. Users were most interested in sharing local success stories about the program, but their interest wanes progressively towards stories that shift to a national scale

Example of the data collection portal of the survey (Questions Blurred)

Semi-Structured Interviews

I conducted Qualitative User Interviews with SIGMA Users (HCPs) to explore attitudes and perceptions pertaining to SIGMA. The process consisted of one-on-one sessions with five HCP. We developed a detailed research plan centering questions around uncovering current pain points associated with their experience, along with understanding their desires for potential additions to the platform.

Key Discoveries

  1. Our investigation highlighted a demand for new, targeted content categories, coupled with a redesign of the information architecture. Users believe that such enhancements would further solidify the site's already established reputation as a dependable resource.

  2. Users expressed dissatisfaction with the current sporadic and vague notifications that provided them with updates on site content. Users stated that this inconsistency led them to miss out on updated content. The consensus was clear: there's a need for greater consistency in communication from the organization to ensure users stay informed.

An Interview session with a Physician (Simulated)

Generative User Test

I spearheaded a stage of Generative User Testing that was crafted to delve into the minds of HCPs, aiming to comprehend the nuances of their behaviors during interactions with SIGMA. Employing the Think Aloud Protocol Framework, we conducted a series of navigation tasks measuring the time to complete the task and the error rate per task, This method proved highly effective, revealing non-attitudinal data that provided a distinctive insight into the professionals' interaction patterns with the website.

Key Discoveries

  1. Navigational Challenges in Dashboard Usage: While healthcare professionals (HCPs) generally found the site easy to navigate, they encountered significant difficulties when trying to return to the main dashboard from individual web pages. This observation helped reaffirm the conclusions drawn from our heuristic evaluation.

  2. Long for Features that Save User’s Time: SIGMA users are very busy and allowing for easy and quick access to information is essential to keep SIGMA useful in their eyes (Ex: Video Speed Controller and article Summaries, were all cited as potential ways to do this.)

Example of results from the Generative User Test

Results and Future Goals

Were we successful? Absolutely!

Our research team collaborated closely with designers and client stakeholders, engaging in a meticulous synthesis of an extensive pool of raw qualitative data through affinity diagramming.

In tandem with this qualitative data gathering, we conducted a thorough analysis of quantitative data sourced from Drupal our web management and analytics platform. This dual approach, combining qualitative depth with quantitative precision, fortifies the robustness of our findings.

Within the first few weeks of presenting our updated insights, we conducted an immediate SWOT Analysis and began Designing a robust Product Roadmap for future SIGMA iterations.

Currently, SIGMA has increased its active users YOY and user engagement which has made the client very happy.

What I learned

  • Balancing stakeholder expectations adds a layer of research skills

  • Researching while focusing on project value and technical capability is essential

  • Considering these factors in every research project