Verizon White-Label Purchase Experience

The problem

Verizon needed a white-label purchase experience that could serve many brands from one foundation. Visible, Total Wireless, Straight Talk, Tracfone, Simple Mobile and Walmart Family Mobile each needed to feel like their own brand, while the buying journey stayed simple, unified and optimized.

The challenge was balancing consistency with flexibility: one shared experience that still met each brand’s business goals and its customers’ needs.

My role

As Senior UI/UX Designer, I was part of the team responsible for the end-to-end purchase flows, including product pages, the shopping cart and checkout. I focused on usability and consistency across the whole journey.

I collaborated closely with product and marketing teams to adapt and scale the experience across brands, aligning business goals with user needs. I also worked alongside Apple on the launch of the iPhone 17, supporting the experience design for its integration within Verizon’s ecosystem.

The approach

User flow with different entry points

One purchase journey, many brands

I collaborated on the design of the product pages, cart and checkout as one coherent journey. Shared patterns kept every step familiar, so customers always knew what to expect, whichever brand they bought from.

Scaling across brands

Working with product and marketing teams, I adapted the experience for each brand. This let each brand keep its identity and business priorities while the underlying experience stayed consistent.

Applying UX/UI best practices

User flow with wireframes and valuations

I applied UX/UI best practices, interaction design and systems thinking to create scalable, user-centered solutions. The goal was a design that holds up in a complex, multi-brand environment and keeps working as new brands and launches are added.

The outcome

Screenshot of a documentation page of the PDP

The work delivered a scalable purchase experience across multiple brands, from product discovery through checkout. It also supported the experience design for the iPhone 17 launch within Verizon’s ecosystem.