T-Mobile Purchase Simplicity

T-Mobile purchase and switching UX across plan comparison, store discovery, guided support, and customer journeys shaped by usability evidence.

RoleSenior UX Designer
Timeline2021
ScopeConversion UX / Information Architecture / Usability Testing

T-Mobile Purchase Simplicity parent-program case-study cover.

Loop to last case Next case

Overview

Brief

Increase confidence among prospects intimidated by switching carriers by making eligibility, number transfer, trade-in, coverage, and store/support paths easier to understand.

Role: Senior UX Designer
Constraint: Prospects struggled with switching steps, total cost, eligibility, content transfer, trade-in value, and disjointed handoffs between web, chat, store, and care.
Outcome: Moved the How to Switch experience toward clearer, more scannable guidance and stronger continuity across web, chat, store, and care.

Project context

my role

Senior UX Designer

client

T-Mobile

team

Cross-functional UX
product
and engineering collaboration

tools used

Keynote
Photoshop
Axure RP
Sketch
Zeplin
InVision

platform

Cross-platform product experience

Why it mattered

Story

Hypothesis

If switching guidance answered top questions inline and kept users in context, more prospects would understand the process and feel confident enough to continue.

Insights

Usability evidence surfaced discoverability, discount discovery, pricing comprehension, plan comparison, scrolling, and confidence-continuing-online issues across the purchase journey.

CASE STORY

Flows

Each lane isolates the clearest evidence so reviewers can scan the work in order.

Context · Background and constraints

Conversational Support

4 frames

Wireframes · Structure and flow logic

Switching + Purchase Architecture

3 shown · +3 more

CASE EVIDENCE

Deliverables

Context4 Wireframes7

CONTEXT

Conversational Support

4 assets flow

WIREFRAMES

Switching + Purchase Architecture

7 assets flow

How it moved

Decision points

Direction Chosen path and rationale

Work within T-Mobile web patterns while tightening switching guidance, plan comparison, merger/acquisition support, guided chat moments, and handoffs to store or support.
Validation Testing and refinement

Remote usability feedback, stakeholder review, heat maps, eye-tracking, and chat interaction critiques shaped clearer guidance, comparison points, and handoffs.
Engineering Handoff, specs, implementation

Delivery focused on corporate-ready flows, chat-to-store continuity, voice-to-message concepts, and content sequencing that could fit into existing T-Mobile systems.

Resulting shift

What changed

viewed switching carriers as a hassle 69%
found switching too difficult or… 31%
15 participants preferred the jump-link… 11 of

Clarified switching steps, eligibility checks, and trade-in guidance
Validated jump-link navigation as a preferred direction
Strengthened web, chat, store, and care handoffs
Kept the design inside existing T-Mobile web and brand constraints

Tools

Tools used on project

The working set used to research, prototype, align, and ship this case.

Keynote
Photoshop
Axure RP
Sketch
Zeplin
InVision
Microsoft Office

Downloads

Project files, specs, decks, and readouts available for download.