North star
North star
Client
Verizon
Year
2022
The North Star Project redefined Verizon’s +play, turning fragmentation into a seamless, scalable future.
The North Star Project redefined Verizon’s +play, turning fragmentation into a seamless, scalable future.
Overview
Verizon’s +play—a hub for managing subscriptions—faced a major challenge. Its outdated 2.0 design system created friction at every step. Shopping, discovery, and checkout operated in silos, leading to a fragmented, frustrating experience. But this wasn’t just about a visual refresh—it required a full reimagination. +play needed a bold, modern vision to align key stakeholders, create a scalable foundation for growth, and define a clear, actionable path forward. The goal? Establish the 3.0 design system as the new standard for consistency, efficiency, and innovation.
Verizon’s +play—a hub for managing subscriptions—faced a major challenge. Its outdated 2.0 design system created friction at every step. Shopping, discovery, and checkout operated in silos, leading to a fragmented, frustrating experience. But this wasn’t just about a visual refresh—it required a full reimagination. +play needed a bold, modern vision to align key stakeholders, create a scalable foundation for growth, and define a clear, actionable path forward. The goal? Establish the 3.0 design system as the new standard for consistency, efficiency, and innovation.
Client
Verizon
Industry
Entertainment
Service
Product design
Visual design
Prototyping
Content
Duration
12 weeks
The Challenge
Enter The North Star Project—a high-impact initiative to transform +play into a seamless, intuitive, and scalable platform. Over 12 weeks, five designers worked closely with seven key stakeholders, including Verizon’s CEO, to define a bold, future-forward vision for the 3.0 design system. At the core of this transformation was a high-fidelity mobile prototype that unified shopping, discovery, and checkout into a fluid user journey. More than a concept, it was a tangible blueprint—demonstrating how a polished, flexible system could improve usability, scalability, and consistency. By leveraging reusable design patterns, the team eliminated fragmentation and built a foundation that was ambitious yet highly adaptable for future growth. The prototype wasn’t just about refining screens—it became a storytelling tool, rallying leadership and teams around a shared vision. More than a design exercise, The North Star Project proved that great design drives business clarity, inspires teams, and accelerates innovation.
Enter The North Star Project—a high-impact initiative to transform +play into a seamless, intuitive, and scalable platform. Over 12 weeks, five designers worked closely with seven key stakeholders, including Verizon’s CEO, to define a bold, future-forward vision for the 3.0 design system. At the core of this transformation was a high-fidelity mobile prototype that unified shopping, discovery, and checkout into a fluid user journey. More than a concept, it was a tangible blueprint—demonstrating how a polished, flexible system could improve usability, scalability, and consistency. By leveraging reusable design patterns, the team eliminated fragmentation and built a foundation that was ambitious yet highly adaptable for future growth. The prototype wasn’t just about refining screens—it became a storytelling tool, rallying leadership and teams around a shared vision. More than a design exercise, The North Star Project proved that great design drives business clarity, inspires teams, and accelerates innovation.
The Solution
The North Star Project didn’t just modernize +play—it redefined how design influences strategic decisions at Verizon. The high-fidelity prototype became a cornerstone for the 3.0 design system, setting a new standard for user experience across the organization. Its clean visuals, seamless interactions, and unified flow served as more than a guide for +play—it became a model for Verizon’s broader approach to product innovation. The prototype’s success aligned executives and key stakeholders, solidifying a shared vision and ensuring design played a central role in shaping the platform’s future. By showcasing bold thinking, strategic collaboration, and polished execution, the project inspired teams across Verizon to push boundaries. Instead of just another design iteration, it became a catalyst for change—proving that visionary concepts can drive large-scale impact and redefine product experiences.
The North Star Project didn’t just modernize +play—it redefined how design influences strategic decisions at Verizon. The high-fidelity prototype became a cornerstone for the 3.0 design system, setting a new standard for user experience across the organization. Its clean visuals, seamless interactions, and unified flow served as more than a guide for +play—it became a model for Verizon’s broader approach to product innovation. The prototype’s success aligned executives and key stakeholders, solidifying a shared vision and ensuring design played a central role in shaping the platform’s future. By showcasing bold thinking, strategic collaboration, and polished execution, the project inspired teams across Verizon to push boundaries. Instead of just another design iteration, it became a catalyst for change—proving that visionary concepts can drive large-scale impact and redefine product experiences.
The Result
This project reinforced the power of collaboration, iteration, and fearless design thinking. By working closely with stakeholders and Verizon’s leadership, the team aligned priorities while maintaining creative freedom to push boundaries. Rethinking user journeys from scratch wasn’t just a challenge—it was an opportunity to create something groundbreaking. The North Star Project proved that bold ideas, when executed with precision, don’t just influence design—they redefine what’s possible. A well-crafted vision can rally teams, set new standards, and shape a product’s future in ways that go far beyond design itself.
This project reinforced the power of collaboration, iteration, and fearless design thinking. By working closely with stakeholders and Verizon’s leadership, the team aligned priorities while maintaining creative freedom to push boundaries. Rethinking user journeys from scratch wasn’t just a challenge—it was an opportunity to create something groundbreaking. The North Star Project proved that bold ideas, when executed with precision, don’t just influence design—they redefine what’s possible. A well-crafted vision can rally teams, set new standards, and shape a product’s future in ways that go far beyond design itself.
Whats next
Whats next
Whats next
Whats next
Lifetime income
Lifetime income
Lifetime income
System design, Product design, Brand identity
Lifetime income
Lifetime income
Lifetime income
System design, Product design, Brand identity
Lifetime income
Lifetime income
Lifetime income
System design, Product design, Brand identity
Lifetime income
Lifetime income
Lifetime income
System design, Product design, Brand identity
TIAA reimagined
TIAA reimagined
TIAA reimagined
System design/ Pattern Design
Product design/ UX
Brand identity
TIAA reimagined
TIAA reimagined
TIAA reimagined
System design/ Pattern Design
Product design/ UX
Brand identity
TIAA reimagined
TIAA reimagined
TIAA reimagined
System design/ Pattern Design
Product design/ UX
Brand identity
TIAA reimagined
TIAA reimagined
TIAA reimagined
System design/ Pattern Design
Product design/ UX
Brand identity
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