+play: Launching Verizon’s Subscription Marketplace
I helped design the experience for Verizon’s +play, a platform that makes it easy for customers to discover, manage, and get more from their favorite subscription services. For over a year, I worked with and led a small design team, shaping the UX and UI for multiple scenarios and evolving the product through user testing, partner feedback, and shifting requirements.
An introduction to +play, Verizon’s marketplace for discovering, purchasing, and managing subscriptions.
Fragmentation was frustrating customers and partners
With over 200 OTT services on the market, customers were juggling multiple accounts, bills, logins, and search experiences. Partners faced high acquisition costs, churn, and difficulty standing out in a crowded market. Verizon saw an opportunity to solve these pain points with a unified entertainment hub.
Creating a consistent, scalable experience
We defined +play’s core templates and experience patterns to work across diverse partners, subscription types, and customer scenarios. This meant:
Refining flows and layouts through ongoing user testing and feedback
Creating scalable, channel-agnostic templates for core experiences
Establishing a unified content model aligned with Verizon and +more guidelines
Discover, Manage, and Get More
Discover allowed customers to explore across categories with universal search and personalized recommendations.
Manage gave them the ability to view, cancel, or re-enroll in subscriptions with a single click.
Get More provided access to exclusive Verizon offers, rewards, and bundles, all supported by seamless setup for migrating existing subscriptions, simplifying billing, and setting permissions.
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Navigating to +play (1/12)
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Sign in and Discover (2/12)
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Service activation (3/12)
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Activation confirmation (4/12)
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View your subscriptions (5/12)
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Viewing your savings (6/12)
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Manage a subscription (7/12)
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Service upgrade (8/12)
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Exclusive offers (9/12)
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Claiming and offer (10/12)
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Billing with calendar view (11/12)
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Service cancellation (12/12)
I led the creation of a design guide, establishing visual standards, interaction patterns, and component guidelines to ensure a consistent, scalable experience across all platforms.
Reskinning and expansion
I led a small team through updating +play templates to align with Verizon’s latest design standards, while also incorporating the then-evolving +more branding. Our scope expanded to include new search and content discovery capabilities, enabling users to:
Search by title, actor, director, genre, year, service provider, or IMDb rating
Filter results to quickly find what they’re looking for
Access dedicated content pages with sign-in or subscription flows through +play
Guiding the work
We designed and delivered these updates in parallel with building additional pages for the content experience itself, ensuring a seamless connection from discovery to subscription.
I partnered closely with project management, stakeholders, and leadership to keep the team aligned, manage priorities, and deliver on schedule.
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Search results (1/3)
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Filter (2/3)
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Filtered search results (3/3)
Delivering complete, developer-ready designs
We delivered every screen in detailed design with full specifications, ensuring developers and stakeholders had the clarity needed to implement efficiently and accurately.