On the T-Mobile customer portal, customers can choose to change their existing plan or services. Depending on what the customers want to change, they can enter 4 unique transactional flows;
Original design
Original Review and Confirmation screens
Each of these flows has a review, confirmation, print and pending page (pending, when applicable). Research revealed that the existing layout of the review and confirmation pages was so confusing that customers would abandon the transaction midway or call customer care. T-Mobile approached GLG to re-evaluate and optimize the change plan/services/data experience.
Change Plan/Services Flow
I led the UX design effort for this endeavor. I worked with a GLG project manager, visual designer and T-mobile product owner, business analyst and research team to design a user-friendly solution.
Our goal for the project was to re-evaluate the flow and responsive layouts to understand the problems customers were facing while changing their plan or services.
The high-level goals included:
The product owner provided me with past research that indicated where the user flow was being abandoned. Furthermore, I met all the stakeholders at T-Mobile to get a good understanding of their goals and concerns.
I did user testing to understand what works and does not work well in the existing design. The research was a good starting point to get all the stakeholders on the same page and inform our design decisions.
After we completed our research phase, I designed a wide range of possible design solutions for the review and confirmation pages. Information was displayed in different ways in each of the solutions. During this process, I worked closely with a visual designer, to evaluate various approaches against our goals. We got rapid feedback from the product owner and BA, which led to additional iterations.
T-Mobile’s usability research team conducted an in-house usability study with four options that were unanimously selected by the team. The study was performed using paper prototypes with 5 users. The final designs were created using the study findings.
I fine-tuned the design based on the usability findings.
I created an Interaction Design Specification that was used to document the micro-interactions within the pages. This document, along with a red-lined visual specification our Visual Designer created, helped the development team reference the specifics of the design during implementation.
In just the first two weeks after launch of the new design, CPS funnel saw a positive lift in all 4 flows.
“Within this new experience, the organization and readability of the information is genius. This is the driving factor behind the conversion increase. Thank you for that genius. I too often find projects centered around business agreements, but we ran this project centered around the customer and the experience. So, thanks for highlighting what was important – this was delightful. Y’all should feel proud of the great work. We do!”
– James Ellison, Product Manager