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

TEAM
3x UX designer
1x  UI designer

Problem

Their current T-Mobile website needs improvement for a family account that includes multiple members. Currently the journies lack in efficiency for managing multiple accounts which making it difficult for users to create new accounts, change line plans and services, and switch between individuals’ accounts.

Objectives

Reduce confusion and ambiguity for multiple users

The current problem leads to frustration and inefficiency, highlighting the need for better account management, including implicit account creation and an intuitive account chooser feature.  The end goal is to 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.

Process

Ambiguous requirements and TMO's architecture functionalities were addressed by pushing for the right solution. I collaborated with teams of UX design, visual design, and marketing to ensure alignment and successful design execution.



User Persona
We explore the user experience challenges faced by two key personas at F-Mobile:
Customer Service Representative and a customer.

User Journey

Together with two colleagues, we synthesized insights from interviews and research conducted by the team, ensuring alignment with business requirements, and collaborated closely with project managers.


Scenarios

Customer (unassisted):
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 collaborated with another UX designer to strategically plan and scope the project. We synthesized insights from interviews and research, aligning our design approach with business requirements while working closely with project managers. Without a dedicated copywriter, our team collectively took on the task of crafting prompts and questions throughout the user journeys.


Iterate with Teams and Leadership
In our design process, we utilized Axure for high-fidelity wireframing, ensuring a responsive design. Following an agile methodology, we conducted regular meetings and collaborative design sessions to maintain alignment and foster effective communication among various teams.

We printed and posted flows on the wall to provide a comprehensive overview of the user journey, helping leadership and stakeholders visualize and understand the entire experience easily. This streamlined communication and collaboration between the design and development teams ensured a cohesive and consistent user experience across all platforms.

Result

I transformed the team's ideas into high-fidelity wireframes using existing digital components in a collaborative whiteboard session. To optimize the user experience, I incorporated prompts tailored to the various hard and soft services T-Mobile offers.

I focused on minimizing conflicts during customer journeys, enabling customers to resolve most issues on the front end and reducing the need for support calls. By proactively highlighting potential disputes during plan and service changes, we aimed to prevent unexpected surprises. Additionally, I prioritized individual line service changes to reduce conflicts, collaborating closely with cross-functional teams to develop comprehensive front-end and back-end solutions for effective dispute resolution.

Reflection

After receiving approval from product owners and project managers, the approved deliverables for account creation and account chooser were passed to the front-end team for implementation. By focusing on clear pathways and streamlined user tasks, the team reduced customer support calls and improved ROI.

This work was one of the major projects I worked on early in my career, and it provided a valuable learning experience. I gained a lot by observing and collaborating with senior designers and leadership.