Verizon Up Device Dollars

Device Dollars are consistently one of the top three rewards selected by customers. The reward is either a $5 or $10 credit that customers can use when purchasing a new smartphone or tablet.

While the dollar amount seems inconsequential at first… Device Dollars can be saved. Each time a customer chooses Device Dollars as their reward, their total, and savings, increase. However, once combined, customers must spend the entire amount on one device.

But, expiration dates remain separate: 24 months after customers claim a reward, it expires. So, customers may have saved $200 and at the end of month 24, their total could shrink to $190.

It’s a lot to keep track of and the Device Dollar flow wasn’t doing enough to explain each step at the right time.

Choosing Device Dollars

Customers received a promotion for Device Dollars but not enough information to understand when to use their reward and what they could buy.

And an important trigger wasn’t accounted for: when are existing customers eligible for a new device? Unless they’re adding an entirely new line, their upgrade eligibility is a major factor in planning to buy a new device.

Understanding Device Dollars

If customers wanted to understand more, their only option is to read the “full offer details.” But, a heavy paragraph of legal language didn’t help them understand how Device Dollars could be used and when.

Confirming Device Dollars

While it’s great to celebrate, all of the primary copy was generic and used across rewards. It didn’t give any specific or personalized Device Dollar information. (There was also a business issue with sending people to customer care automatically.)

Instead, I let customers feel confident that they had claimed a certain amount of Device Dollars and how long they had to use them.

Waiting to Use Device Dollars

Customers were only given the instruction to “Get code” and the help tip that they’d have 30 days to use it. All of the other copy was boilerplate…as if they hadn’t claimed a reward.

To improve their experience and level of understanding, I reinforced that they could use or save the reward. Also, we added an expiration date module so customers could keep track once they claimed more than one Device Dollar reward.

And, customers could still easily check their upgrade eligibility — hopefully that date is before any of their Device Dollars expire!

Using Device Dollars

Rather than repeat boilerplate explanatory copy that did nothing to introduce the code and instructions customers need to spend their Device Dollars, I wrote personalized copy encouraging them to complete their purchase.

Changing an inactive button to a link into the Shopping flow also removed a dead-end.

Finally, working with our developers, we were able to solve and simplify how users could copy the code to shop rather than manual steps that forced them to jump back and forth from rewards to shop.