01 / Homepage + launch
Launch the useful foundation.
Build it to evolve.
I inherited a delayed, utility-first homepage and turned it into a focused home surface built around network confidence, self-service, and future growth.
- Direct ownership · Homepage + launch IA
- Shipped through a 2024 phased launch
- A reusable surface for the roadmap ahead
- 2024
- Phased launchDocumented launch year
- 94
- QXscorePost-launch n=33 benchmark
- Homepage + IA
- Direct ownershipHigh-visibility product surface
- Shipped
- Product statusCustomer-facing foundation
The starting point
The utility was there. The system was not ready.
I found a directory of capabilities—not a homepage organized around urgency, repeat value, and growth.
A directory, not a homepage
- Why it mattered
- Features appeared as destinations without a clear model of what mattered first.
- Design response
- Create stable zones for status, action, household management, and discovery.
Critical actions were buried
- Why it mattered
- Common recovery and control journeys could require 5+ taps.
- Design response
- Bring Share Wi-Fi, Troubleshoot, Speed Test, and Restart Router forward.
Little reason to return
- Why it mattered
- The surface solved utility tasks but offered limited discovery or ecosystem connection.
- Design response
- Create For You and clearer enrollment entry points for Verizon services.
A fragile base for growth
- Why it mattered
- New domains would keep stacking onto the homepage without architectural homes.
- Design response
- Build reusable zones and an IA that could absorb new product domains.
The homepage diagnosis exposed a larger architecture problem: customers were navigating the organization, not a coherent product model.
See IA case studyThe production Information Architecture case-study URL must be added in the centralized configuration before publishing.
Homepage strategy
Four findings became four homepage jobs.
Each zone answered a specific problem in the inherited experience.
Connections
Protect the non-negotiable core and answer “is my home online?” first.
Finding · Network certainty had to come firstQuick Actions
Collapse 5+ tap recovery journeys into immediate entry points.
Finding · Critical actions were buriedParental Controls
Bring meaningful household and parental-control behavior forward.
Finding · High-value household tools needed visibilityFor You
Turn the homepage into a bridge across Verizon Value Added Services.
Created by Anthony · Expanded across partner teamsExecution depth
From strategy to shippable detail.
System mapping, interaction states, and production specifications made the homepage buildable.
FlowsStatesHandoffAccessibilityDirect ownership
Operating model
A shared system, not a solo screen.
I owned the homepage and launch IA while coordinating the disciplines required to make it real.
Homepage + launch IA
Unite inputs, protect the customer model, and make each feature entry buildable.
AnthonyDirect ownership · Cross-functional operating system
Built for change
A foundation designed to keep evolving.
The launch was a stable beginning: reusable zones could absorb new services as the product earned investment.
Utility without a durable hierarchy
Capabilities existed, but the homepage did not yet provide a coherent model for growth.
Stable zones for status, action, and discovery
Connections, Quick Actions, Parental Controls, and For You established the reusable surface.
A richer ecosystem could plug in later
Favorites, image control, Matter, cameras, security, and brand evolution arrived as post-launch growth ideas.
Originated · Shipped · Patent filed
A homepage that changed with the weather.
The shipped system used location and time to create a contextual visual layer for Verizon Home. Weather was explored, but never implemented.
- An executive-sponsored personalization experiment
- Built as a context-aware visual system—not a one-off hero image.
- 15
- Controlled variants per location across time and explored conditions.
- 1,000s
- Images generated, edited, and quality checked.
- 2
- AI patent filings naming Anthony as an inventor.
From context to content
Context became a generation system.
Geography and time became controlled prompts, governed variants, and an approved image delivered back to the app. Weather remained an explored input.
Describe the place.
Control the variation.
Positive and negative fields specified location cues, architecture, lighting, style, and exclusions.
Generate. Review. Regenerate.
A governed workflow made each output inspectable before approval and storage.
Approved image to app.
Stored in a repository/CDN and selected from customer context at request time.
Contextual hero- Design
- Visual strategy + page integration
- Content system
- Prompt structure + exclusions
- Operations
- Generate + review + approve
- Engineering
- Selection logic + CDN delivery
Production, not a demo
Thousands of images.
One governed matrix.
The idea only worked if the asset system could survive geography, seasonal conditions, and production QA.
- 15
- Variants per locationMorning through dawn across controlled conditions.
- 3
- Geographic tiersNeighborhood detail where available; city and state elsewhere.
- 1,000s
- Generated + editedProduction required curation and consistency checks.
- QA
- Before deliveryApprove, reject, and regenerate kept output governable.
The uncomfortable finding
Personalization wasn’t personal enough.
A locally relevant generated house still was not their house. Customers wanted ownership, not contextual resemblance.
Customers asked to upload their own photo—or choose a custom cover.
- My original direction
- Photo upload and custom-cover controls; the idea never reached launch.
- What shipped
- Generated imagery tied to location and time. Novel, but emotionally distant.
Timely moments created a clearer reason to care.
Holidays and cultural events gave the image a purpose—and produced a stronger engagement signal than ambient personalization alone.
Outcome · A shipped experiment, a candid learning loop, and a more useful direction for future personalization.
Filed June 10, 2025
A shipped experiment became a filed invention.
The filing captures structured generation, variant management, contextual selection, and CDN delivery—not simply an AI-made image.
- 19/233,219
- U.S. utility application number
- VZP1142US
- Internal reference / docket 20250099
- Named inventor
- Anthony Delserro Jr.
- Filed · pending
- Accurate status; no claim of grant
Validation + outcomes
The foundation performed at scale.
Success metrics are separated by evidence source and attribution.
- 94
- QXscoren=33 Verizon Home benchmark
- 94%
- Task successn=33 Verizon Home benchmark
- 95%
- Usabilityn=33 Verizon Home benchmark
- 97%
- Appearancen=33 Verizon Home benchmark
- 1M+
- CustomersShared platform context · 2024 phased launch
- 4.5 / 4.4
- App Store / Google PlayShared platform ratings
- 72%
- Fewer support escalationsHome-team calculation · App-level outcome
- 15+
- Releases in 18 monthsManual Jira release count
Quick Actions became reasons to return
- 94%
- Devicesn=33 benchmark
- 97%
- Speed Testn=33 benchmark
- 94%
- Troubleshootingn=33 benchmark
- 100%
- Restart Routern=33 benchmark
Benchmark evidence · Shared platform context · Clearly labeled attribution
01:22 product walkthrough
See the shipped experience come together.
A final walkthrough of Verizon Home—connecting the homepage hierarchy, network confidence, self-service, and service discovery in motion.
Read the visual transcript
The walkthrough moves through the shipped Verizon Home experience, beginning at the homepage. It shows network status in Connections, then the prominent Quick Actions for sharing Wi-Fi, troubleshooting, speed testing, and restarting the router.
The recording continues through household and device-management entry points, including Parental Controls, and into service-discovery content. The sequence demonstrates how the homepage hierarchy connected network confidence, self-service, and Verizon ecosystem discovery.
This transcript describes the on-screen product interaction. The supplied walkthrough contains no required spoken narrative.
Product experience · 01:22 · Final section
Leadership + Organizational Influence
Impact beyond
the interface.
As Verizon Home grew, my role expanded beyond owning critical experiences — strengthening how the organization made decisions and delivered.
CANDOR 2.0 / Analytics as an operating system
Audited, redesigned, handed off and entering phased development.
Platform serving 1M+
That's me!
01 / Set Direction
Translated research, analytics, and technical constraints into scalable IA and roadmap decisions.
554-person Home Security study • 581-person Network MaxDiff
02 / Align the System
Connected functions, leaders, and external partners around one clear customer experience.
Recognized for connecting new departments, leads, and ICs.
03 / Enable the Team
Recruited, onboarded, and mentored two designers, championed VDS, and built a Gen AI learning launchpad.
Both new hires contributing to active projects by week two.
Recognition as Evidence of Trust
Trusted to lead
the hard work.
Recognition followed the way I led — through evidence, alignment, ownership, and an insistence on one clear experience.
Exceptional leadership… championed the need for a single-app experience.
Richard DaltonVP, Experience DesignTitan Award nomination
Innovation + Intellectual Property
Approved
Technology patents
Verizon Titan CX Award
Customer Experience
The trust behind the work
2025 Review"Your strong customer focus, drive for one app… and strong relationships with neighboring departments all played a factor in you winning the Titan Award."
Dave SkuratowiczSenior Director, Home Products & Experiences
and mentoring designers
Closing Reflection
The work shaped the principal designer I became — able to turn ambiguity into direction, evidence into alignment, and craft into organizational leverage.