Project Overview
Transforming Enterprise Voice Ordering into a Guided Subscription Experience
Lumen needed to modernize the way enterprise customers discovered, ordered, configured, and managed digital voice services. The existing experience was fragmented across Marketplace, Control Center, and Service Manager, creating confusion, unnecessary steps, and a high dependency on support.
As Lead UX Architect, I helped define a new service experience for Lumen Digital Voice: a more guided, subscription-based flow that simplified onboarding, reduced cognitive load, and gave customers clearer control over locations, phone numbers, packages, and order status.
Project Overview
- ROLE: Lead UX Architect
- TEAMS: Product Manager, Developers, Analytics Partners, and Business Stakeholders
- SCOPE: User Research, User Interviews, Journey Mapping, Sketching, Wireframing, Screen Flows, Visual Design, Interaction Design
Impact
- Unified fragmented voice-ordering tasks into a guided service journey
- Reduced cognitive load across location, package, phone-number, and order-status decisions
- Improved visibility into setup requirements and next steps
- Created a scalable model for subscription-based service management
The Challenge
Users had to move between different systems, interpret unclear labels, configure services without enough context, and complete steps in an order that was not always obvious. Important decisions — such as setting a location, selecting packages, adding or porting phone numbers, and reviewing order details — were not presented as one cohesive journey.
The result was an experience that felt disjointed, overly technical, and difficult to complete without support.
Strategic Shift
From fragmented telecom ordering to a guided subscription-based service journey.
Instead of treating service purchase, setup, and management as separate experiences, the redesigned model connected them into a more coherent flow.
The goal was to help users understand what they were ordering, where the service would be installed, what configuration steps were required, and how to complete the process without leaving the service environment.
RESEARCH & DISCOVERY
Users struggled to understand where they were in the process, what each step meant, and what action was required next.
GOALS
Reduce the number of visible decisions at each stage and reveal only the steps relevant to the selected order type.
