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Received the highest company honor, PEAK, awarded to the top 1% of employees for my impact on the T-Mobile Tuesdays App and this project.
Photo footage: John Legere, CEO; Mike Sievert, SCFO. Nick Drake, CXO & Matt Staniff, CMO
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IS IT TUESDAY YET?
Home Page Redesign T-Mobile App
ROLE
Principal UX Designer
OVERVIEW
T-Mobile Tuesdays is a loyalty program that thanks the customers with free stuff, exclusive deals, and prizes every Tuesday.
One of my goals as the design lead of the app was to elevate the User Experience and bring the customer to the center of the experience.
CHALLENGE
T-Mobile Tuesdays (TMT) was redesigning their home page and navigation to address known user pain points, new offer constructs, and new app functionality.
Risks:
Potential re-architecture of the home screen.
Conflicting needs between the user, business and Biz dev. partners.
Technology limitations.
Concerns about decreasing claim rates.
OBJECTIVES
AND KPIs
Happiness
Increase satisfaction with the app.
Improve brand love.
Engagement
Increase of feature interaction- % of clicks.
Increase scroll rate.
Adoption
Increase participation, offer views, and claims.
Task Success
Offer task completion.
THE DESIGN SPRINT
I orchestrated the first design thinking session within the digital organization at T-Mobile. Following the 5 day Design Sprint Google methodology, I brought together different teams across our program.
As UX Principal, it was difficult to get accurate briefing and alignment from all the involved collaborators, so we decided to hold the Design Sprint.
Benefits:
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We were able to address conflicting needs from stakeholders across the business in a timely manner.
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We were able to get quick customer feedback to iterate before making expensive commitments.
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The design sprint brought innovation to our process and experiences.
1. UNDERSTAND
Before the session, we compiled previous research and data analysis on the relevant behavior. We brought in experts from care, business development, and research to better understand the customer’s pain points and business challenges. We developed different design thinking methods such as card sorting, value proposition definition, and HWH questions. The level of understanding and alignment that we gained that day was invaluable.
WHAT WE LEARNED
2. SKETCH
AND DECIDE
After our team had set the priorities and we had internal alignment on our user and business goals. The next day the team sketched different solutions using Crazy 8s (fast sketching method). Each participant presented their concepts in front of the room and we used a silent voting system; the top ideas were prioritized and selected by the program director.
3 / 4. PROTOTYPE
Once the top ideas were prioritized, we stitched the design into three different concepts. On purpose, each idea was very different from the other, and the rapid testing allowed us to discard and keep what really resonated with the user.
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Concept options:
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1) Hero carousel section with Tuesdays offers on the top, hidden menu, visual hierarchy of offers with different card sizes, a title to each section.
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2) Quick “story like” on the top for the Tuesdays offers, simple lower navigation with the instant win section on it, scroll system to see more offers.
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3) Jump links on the top for each section, hamburger menu, created a visual hierarchy on different offer cards, every week offers as a carousel.
5. VALIDATE
AND TEST
Three subsequent rounds of usability testing were conducted. Overall research objectives were to narrow and refine design concepts into a final home page/navigation design.
ROUNDS OF USABILITY TESTING
ROUND 1
Designs 1 and 3 were preferred for their ease of use, simplicity, and organization.
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The secondary navigation of Design 3 was especially helpful to categorize content and allow quick access to lower parts of the page.
ROUND 2
For both scenarios, the Jump Link design was most effective and preferred overall. Links provided clear labels and quick access to all content. Based on usability and preference data, specific elements of each design were identified to incorporate into final design, such as:
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Overall design/nav ON and OFF day: Jump links design.
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More menu location and icon: Bottom tab bar, vertical ellipses.
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Saved section label and icon: “Saved Offers,” bookmark.
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Every week card design: Shorter, colored background cards.
ROUND 3
All participants responded very positively to the new design!
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The page was clean, well-organized, easy to navigate, and visually appealing. ​
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The jump link headers stood out and were clear to distinguish and categorize the offers and sections on the page, and they allowed multiple ways to navigate the page.
RESULTS
MET OUR GOALS
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Increase in scroll rate by +13%.
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Increase click, claim, and redeem rates among offers +6%.
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Users spent 20+ seconds in the app.
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22% feature engagement.
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+40% reach the footer compare to 35%.
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2020 W3 Design Awards for Best UX, Best Visual Design (function), and Best UI.
LEARNINGS
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The value of cross-team collaboration.
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Make everyone part of the process gave them the sense of ownership and responsibility.
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A new vision to work with design thinking approached.
Within three years, the results were clear:
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