Overview

The Verizon Visa Card ties together billing, shopping, and rewards inside a large consumer ecosystem. Acquisition and activation were healthy. Post-activation needed attention. Earning and redemption paths confused people, the card's value was invisible to those already carrying it, and closures were climbing. Teams worked the same card without shared vision, ownership, or success metrics.

The roadmap I inherited answered that with gamification and promotional banners. A heuristic evaluation read against analytics and A/B results surfaced 37 experience gaps, three of them trust-breaking failures in statements, payments, and disputes. Adding rewards on top of broken trust only compounds the damage. The goal became sequencing: fix what was broken, make the value legible, then earn top-of-wallet behavior.