VERIZON IN STORE EXPERIENCE
Evaluate the customer in-store shopping experience from an accessibility and inclusivity lens.
BACKGROUND
The goal of this work was to evaluate the store experience from an accessibility and inclusivity lens in relation to their customer journey, merchandising, messaging, rep interactions, usability and efficiency of zones and fixtures, store design and functionality, and adaptability for customers with disabilities.
RECRUITMENT
I partnered with Applause, a recruitment vendor, to establish criteria.
Participants should be a mix of gender, income, race, and age. About half should be existing Verizon customers, while the others should have a different wireless provider. Each individual should have a specific task they are wanting to accomplish or discuss in-store, like inquiring about changing their phone plan, trading in a device, or switching providers.
Most importantly, we wanted to observe individuals who have specific disabilities that would be relevant to an in-store experience; blindness, low vision, mobility, motor and those with cognitive disabilities or neurodivergence (ADD, ADHD, learning disabilities, ASD, etc.). We also noted any assistive technology usage.
PARTICIPANT BREAKDOWN
5 blind & low vision
3 motor & mobility
2 cognitive/neurodivergence
Keep in mind many folks with disabilities often have more than one at once.
6 Verizon customers, 4 with other wireless providers.
Assistive technologies used throughout sessions:
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Wheelchair
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Cane (for blindness)
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Cane (for mobility)
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Phone camera or app like Be My Eyes or Seeing AI
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Voice over
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Chairs and seating
METHOD
Participants came into the Verizon store with a predetermined realistic task, like inquiring about changing their phone plan, trading in a device, or switching providers. I observed the session, typically lasting from 10-20 minutes, and followed up with in-depth interviews to hear more about their experience.
A LOOK INSIDE THE STORE
FINDINGS
Through observation, it was clear that the initial in-store experience was confusing and disorienting.
Identical display tables with brown and white coloring and a lack of obvious welcome signage resulted in the check in kiosk frequently being overlooked. This friction was most relevant to participants with low vision, as the absence of immediate rep engagement and distinct signage hindered their ability to navigate the store independently.
However, my research also highlighted a major success: the quality of the rep interactions. Once the check in hurdle was cleared, customers felt supported by reps; interactions were found to be highly effective, empathetic, and successful in meeting needs.
I was looking for any signs or information, messaging, try to figure out where do you go? Like what do you do after a walkthrough...what happens next? Do you go up to the front? Do you wait for your turn?”
Participant who has low vision and uses a cane
THE NITTY GRITTY DETAILS
01 Most visitors walked right past the check in kiosk without noticing it. This left them to navigate the store on their own, which led to an initial feeling of uncertainty and a lack of direction.
Many participants, especially those with low vision, missed the kiosk and felt lost. Others saw it, but thought it was only for customers who had booked ahead, so they did not engage. The general expectation was to receive a warm "hello" at the door, but then be left alone to browse until they were ready for one-on-one help.
Because I can't see, the reps have to see me. My job is just to come towards that door. If I come into that door, then it's their responsibility to take care of me.
Participant who is blind
The kiosk is just like other
promotion tables...Where does it say on a label or something, check-in kiosk? I missed it...
Participant who has low vision
02 Participants enjoyed the spacious, open layout of the store and a variety of table options.
Although the inclusion of seating was a plus, the specific choice of high, backless stools felt unstable and unsupportive for customers. Communication was also hindered by noisy surroundings. There was a conflict in the lighting design; the soft overhead lights were favored, but the bright localized lights led to headaches for individuals prone to migraines.
03 Reps were reliable in providing helpful service to everyone, demonstrating a consistent ability to support customers throughout their visit, no matter their disability status.
Communication between customers and reps could be improved by having information written down, speaking more slowly, or inquiring about best practices for any given individual.
What she did right was repeat herself and she was very patient with me.
Participant who is prone to migraines
I don't like reps breathing down my neck...but I like them to be there when I have questions, and to be engaged.
Participant who is blind and uses a wheelchair
04 Most participants did not browse the store intentionally, instead passively exploring while waiting for a rep to approach them.
Those who explored the store mainly viewed phone tables, like Apple, Samsung, and Google products; others waited by standing or sitting, showing no further interaction with store offerings like products, displays and messaging. Those who are fully blind did not explore, and walked towards voices, typically in the back of the store to grab a rep's attention.
RECOMMENDATIONS
Kiosk & welcome experience
To improve the initial store experience, the check in area should be more obvious by adding clear signs and labels to the kiosk table. This will indicate to customers exactly what they should do first to receive rep help.
The kiosk interface should also be updated to allow for assistive technology inputs and contain on screen flexibility to adjust text size, color contrast, and zoom for better readability.
Finally, the waiting area should include a wider variety of seating options to ensure a more comfortable and inclusive environment for customers who may experience chronic pain or fatigue.
Store layout & design
To create a more comfortable and inclusive environment, background music should be lowered to allow for better focus and easier communication between customers and reps.
Lighting can be further softened to reduce glare and prevent physical discomfort or migraines caused by harsh lighting.
Additionally, installing tactile flooring or clear physical markers will provide a guided path from the entrance of the store, especially helping individuals who have low vision easily navigate toward the check in area or find a rep for assistance.
Rep interactions
To ensure every customer feels supported, reps should prioritize clear, jargon free communication and offer to provide written notes to help customers follow along, if needed.
Reps should also be proactive about accessibility by asking customers how they prefer to receive information, such as through enlarged print, digital or physical receipts, and by narrating their movements when guiding someone to a new area of the store.
Store exploration
To improve the store exploration experience, a visually obvious waiting area with clear instructions for the first steps of a visit will reduce initial confusion.
Using distinct colors for different tables and sections inside of the store can help customers navigate the space more intuitively.
Finally, adding braille to signs, labels, and prices will ensure that important store information is accessible to every shopper.
IMPACT
By identifying and addressing the confusion at the store entrance, this research provided a roadmap for a more inclusive and intuitive customer journey. The findings highlighted that while rep interactions are a core strength, the physical and digital environment needed to be more accessible to ensure a successful experience for every customer.