Key Insights

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  Organizational structure heavily influences design impact; Verizon’s design group sits under marketing, making marketing leaders key decision-makers for design.

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  Design maturity ranges from evangelism to operationalization, with Verizon currently between influence and capacity phases.

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  Experience principles help articulate not just what experiences look like but how they behave and the customer outcomes they drive.

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  Verizon’s experience principles focus on three categories: meaningful (useful, simple, reliable), human (personal, caring, supportive), and responsible (honest, ethical, sustainable).

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  Crafting principles in accessible language aligned with company jargon boosts adoption beyond design teams to broad organizational audiences.

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  Unexpected leadership support, especially from Verizon’s CMO, helped elevate experience principles into the brand strategy, amplifying visibility and buy-in.

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  Balancing principle conciseness with meaningfulness is critical; one-word adjectives aided memorability and alignment across broad audiences.

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  Experience principles serve as a foundation for creating measurable experience KPIs to quantify design impact alongside business metrics.

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  Continuous iteration and feedback loops with internal teams and customers are essential for evolving principles as company priorities change.

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  Democratizing design decision-making by embedding experience principles across teams supports a customer-centric culture beyond the design group.

Notable Quotes