Point of Sale App

Product Type

Wireless retail web application


End User

Verizon TCC Store Sales Consultants

Project Time

2016 - 2018


UX/UI Design, User Research, Style Guide, Design Management


UX Designers, Business Analysts, Software Engineers, Project Managers

filis is The Cellular Connection (TCC)’s first integrated POS system. It supports 700+ Verizon TCC stores with its customer database, product inventory, analytic tools and third party service apps. Compared to the former sales systems, filis saves more than 80% of customer waiting time, as well as employees’ workloads. The intelligent and analytical tools of filis help to discover many more opportunities for business. As the first UX/UI designer at TCC, I’m leading, and am responsible for all UX/UI related works of filis.

My Role

As the first UX/UI designer at TCC, I was leading and responsible for all UX/UI related works of filis.

  • Elicit and document the design requirements via user research, interviews, surveys.

  • Establish style guides, standards and pattern libraries.

  • Create storyboards, user flows, wireframes, high fidelity UIs and specifications.

  • Build interactive prototypes for user testing and internal experimentation.

  • Demonstrate and deliver designs to the development team, operations department and training department.

  • Build UX team and define UX workflows at TCC

Best Way to Learn Users is  to “Be the User”

To learn end-users' daily works, our team visited different Verizon TCC stores and interviewed sales consultants and customers. We observed details of the sales flow by working in the stores and serving customers. Then our team shared research notes and discussed our findings. Together discovered the detailed problems and user needs.

Furthermore, I think the best way to fit myself into users’ shoes is to be the user. I reached out to Learning & Development department and ask to participate TCC’s Sales Consultants and store managers’ trainings sessions. I learnt about Verizon TCC stores’ sales flows and various daily tasks. All these information and experience helped me to think as a user, think for user and design for user.

Design Solutions

When solving design problems, I always keep the big picture in mind. I usually came up as many as possible design concepts which can align research findings, business requirements and function requirements. After rounds of discussions with our team, the most feasible solutions would be developed into detailed user journeys, wireframes, and clickable mockups.

This is an example of early stage user flow. The effective user flow should meet the criteria below:

  • Business requirements

  • Function requirements and goals

  • Technology requirements, such as API availability

  • Relations and conflicts with sibling functions

  • “Happy path” (fluent user flows within expectations and without errors) and “Dramas” (user flows with errors and unexpected situations)


This is an example of wireframes and user flow. The requirements for this design stage are:

  • User journeys and function logic should be clearly presented

  • Key information for each step

  • Various states

  • Interaction behaviors

  • Keep consistent


Style Guide

Filis project design was started by an external design agency months ago before I got hired. TCC decided to hire its own UX/UI designer due to some reasons. So I got hired by TCC and took over the UX/UI design works at that time.


In the work transaction process, I asked about style guide and only got a design file with some buttons and icons. I immediately realized these UI elements were too few and not well defined. So I shared this thought with my supervisor who was also the product owner of filis, and explained what is a style guide and importance of a well-defined UI pattern library with detailed instructions. My supervisor approved my proposal and appreciated that I brought up this critical issue.


I defined the filis style guide and established the pattern library for visual and experience consistency. All contents are organized and uploaded on TCC’s internal content library, which is easy to use and accessible for all members in this project.


User Testing

Our team were responsible for delivery and demonstration of each design to the development, operations and training teams. After the development team finishes the prototype, our team visited stores to collect feedback for improvements.

Feedback from Users

Through more than two years’ fast pace and passionate work with my team, we successfully launched filis to more than 700 stores nationwide. We received wonderful feedback from Sales Consultants, store managers and other departments in the company. Key achievements are:

  • Reduced large amount of task time 

  • Created more and better sales opportunities with smarter suggestions

  • Standardized sales flow with better quality control

  • Improved the communication from corporate, field to store

  • Collected more and useful data

Lessons Learned and Key Achievements 

The experience working at TCC was amazing. As the first UX designer in the company, there were lots of challenges and I enjoyed them. My performance was not only met the requirements but also beyond expectations. After joined TCC two years, I was promoted to the UX Manager position. Below are some key aspected I improved and achieved:

  • Complete design tasks in very fast pace and short timeline

  • Build UX workflow and work process based on team structure 

  • Build relations with various stakeholders, including development, marketing, operations, learning & development, legal, etc.

  • Project planning and management

  • Design management, lead team and projects

  • Positively influence office environment and company culture

  • Effective communication and let stakeholders buy my ideas

Copyright © 2020 Xiaonan Ma.