T-Mobile App

After almost 2 years of concept and design iteration, I can share the thinking that inspired the latest release of the T-Mobile app.

My challenge as the Senior UX Design Manager was seemingly straightforward - completely re-evaluate the experience and aesthetic of the flagship T-Mobile app from the ground up. The goal was to radically simplify the app with a focus on speed and convenience for the customer.

Our first key step was to identify the customer problems that we were trying to solve. With the help of research, we had already identified a number of recurring pain points with the existing app and website that we knew would be important to resolve in this new release. Armed with data, we worked closely with our business partners to turn the strategy on its head with some radical ideas:

• No onboarding/first-run. Give customers immediate access.

• An app can be used by customers and non-customers alike.

• No upfront sign-in/delayed sign-in.

• Staggered/delayed permissions gathering.

• Intelligent and relevant content. 

• Direct TMO Tuesdays rewards program integration.

• Radical rate plan re-imagining to alleviate a consistent source of customer confusion

• Simplified billing and payments experiences.

• Integrated Team of Experts messaging feature.

• Simplified shopping to encourage faster transactions.

The outcome was a north-star capturing the best learnings from a wide range of areas and merging them into one truly simple, cohesive experience. The MVP app successfully launched with a subset of these ideas with plans in the works to continue to enhance and grow to bring online some of these proposed capabilities.

Role: Senior UX Design Manager, Experience Designer, Interaction Designer, Visual Designer

Skills Used: Identity, Graphic Design, UI, UX, XD, IA, Visual Design, Wireframes, Copywriting, Production Design, Project Management, Prototyping, Strategy, Product Development