The Un-Carrier Plan Change
OVERVIEW
With the introduction of T-Mobile's Un-carrier initiative, the company successfully expanded its user base by attracting over 2.3 million new customers. As a team, we aimed to revolutionize customer experiences by implementing a transformative service model that significantly improves and enhances overall customer satisfaction.
ROLE
UX Designer
YEAR
2016
PROBLEM
Design Opportunities
Improving the organization of multiple accounts, implementing implicit account creation, refining the process of changing line plans and services, and introducing an account chooser feature to facilitate easy account selection and switching.
OBJECTIVES
Reduce confusion and ambiguity for multiple users:
We enhance the account setup process for multiple users, streamlining the journey and reducing complexity. We improve the purchasing experience, ensuring clarity and simplicity for users. We minimize confusion and ambiguity in the user journey, increasing user satisfaction. Overall, we optimize the user experience, making it easier for users to navigate and achieve their objectives.
Iterate quickly & deliver on time (agile)
Ambiguous requirements and TMO's architecture functionalities were addressed by pushing the solution that was right for the circumstance. I collaborated with cross-functional teams of UX design, visual design, business, engineering, and marketing to ensure alignment and successful execution.
User Journey
I strategically planned and scoped the work with a team by synthesizing insights from interviews, and research conducted by researchers, and aligning with the business requirements provided and collaborating with project managers.
Scenarios
Customer (unassisted):
Reps (assisted):
- A family with two children (two lines) needs to switch to different plans and services.
Reps (assisted):
- Customers require assistance changing plans/services from pre-paid to post-paid for their children.
DESIGN STRATEGY
I strategically planned and scoped the work with a team by synthesizing insights from interviews, and research conducted by researchers, and aligning with the business requirements provided and collaborating with project managers.
Design Process
Using a digital components library, I transformed the team's ideas into high-fidelity wireframes in a collaborative whiteboard session. I incorporated prompts tailored to the various hard and soft services T-Mobile offers to optimize the user experience. Additionally, I focused on minimizing conflicts by enabling users to handle most issues on the front-end, reducing the need for support calls. By proactively displaying potential disputes in plan and service changes, we aimed to prevent unexpected surprises for users. I also prioritized individual line service changes to minimize conflicts and worked closely with cross-functional teams to find comprehensive front-end and back-end solutions for dispute resolution.
Iterate with teams and executives
In our design process, we utilized Axure for high-fidelity wireframing, ensuring a responsive design that caters to different devices. Following an agile methodology, we conducted regular meetings and collaborative design sessions to maintain alignment and foster effective communication among cross-functional teams. Our team of UX designers printed and posted flows on the wall to provide a comprehensive overview of the user journey, enabling stakeholders to visualize and understand the entire experience. This approach allowed for better collaboration and ensured that all stakeholders were on the same page throughout the project.This streamlined communication and collaboration between the design and development teams ensured a cohesive and consistent user experience across different platforms. The provision of comprehensive wireframes and annotations facilitated the efficient execution of the project, leading to a successful implementation of the desired responsive design.
IMPACT
The approved deliverables for account creation and account chooser were passed to the front-end team for implementation after receiving approval from Product Owners (PO) and Project Managers (PM). By focusing on clear pathways and streamlined user tasks, the team reduced customer support calls and improved ROI. Despite challenges, including ambiguous requirements, the designers' dedication and teamwork ensured successful outcomes through effective communication and collaboration.