Digital Design for a Loyalty Program

Identity and digital design for Verizon’s customer loyalty program: Verizon Up

Discipline: Digital Design, Illustration
Client: Verizon
Sector: Telecommunications, Hospitality
Location: New York, New York
Date: October 2017

Verizon Up is Verizon’s loyalty program. Verizon ended its Smart Rewards loyalty program and created a new experience to reward its loyal customers. Verizon Up rewards customers concert tickets, data, and discounts. Verizon Up experience lives under the My Verizon App, Verizon’s mobile application.I was the lead visual designer of Verizon Up’s digital design team from its launch for a year and a half. My task was to maintain a user-friendly experience and make design improvements that follow brand guidelines closely as well as push the brand when needed.

Verizon Business team tasked the Verizon Up team with different feature updates every other week. For each iteration, I defined user interface components and led conceptual design explorations for the visual presentation of the updates. I also developed prototypes for research and made sure the developers implemented the designs correctly.

The Verizon Up had its own branding under the Verizon Master brand. Thus I was able to introduce new graphical elements and colors for the experience. I also introduced an illustration style, which was later adopted by the master brand because Verizon’s Master Brand didn’t include guidelines for illustration. The illustration direction used flat vectors with depth and had hyper-realistic shadows.

The Verizon Up design team was a full-stack team that worked in sprints following an agile project management methodology.

Verizon Up won a total of five awards at the Loyalty 360 Expo and Awards, which is an annual industry conference. There were ~140 brands who submitted to be considered and ~40 made the final presentation rounds. Verizon Up currently has over 9.9 million users and over %49.9 percent of are active users.