VZB

bring-your-own-device onboarding is one of the most fragile conversion experiences in enterprise telecom. when small businesses bring existing devices onto a new wireless plan, the design has to hold up across multi-device setups, identity verification, plan compatibility, and approval workflows, all inside a flow that was originally shaped by single-device consumer assumptions. the result, across every major carrier, is the same: high drop-off at exactly the moments that determine recurring revenue.

I came onto this work as lead product designer with the question already framed: how do we redesign byod for businesses without losing the simplicity that makes the consumer flow work? the answer i kept coming back to was structural, not surface-level. the issue wasn't any single screen. it was that the architecture of the flow assumed a kind of user who didn't exist in the b2b reality: someone with one device, one identity, one decision to make. real customers had ten devices, multiple stakeholders, and constraints the system never asked about.