T-Mobile Purchase Simplicity

Making carrier switching easier to understand across plan choices, store discovery, and guided support.

  • RoleSenior UX Designer
  • Timeline2021
  • ScopeConversion UX / Information Architecture / Usability Testing
    T-Mobile Purchase Simplicity parent-program case-study cover.
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    Overview

    Brief

    Switching required prospects to understand cost, eligibility, devices, and where to get help before committing to a purchase.

    Role
    Senior UX Designer
    Constraint
    Work within existing T-Mobile web patterns while coordinating plan, store, and support surfaces.
    Outcome
    The surviving work shows research-informed interface directions and prototypes; it does not establish a conversion lift or that every state shipped.

    Project context

    Why it mattered

    Story

    Hypothesis

    Answer the decisions that precede a purchase, rather than treating switching as one checkout funnel.

    Insights

    Team usability work exposed confusion around per-line pricing, discount discovery, device choices, and confidence in continuing online.

    These were cross-functional concepts within T-Mobile's existing web system. The usability studies were team research; my contribution was the interaction and information-architecture direction shown here, not the research alone.

    Make choices understandable before commitment

    I worked on comparison and configuration states that put line count, plan pricing, and device options into the same decision path. These screenshots show interface directions, not a completed purchase funnel.

    DIRECTION

    Compare before committing

    01 / 02

    01 · Direction

    Line-count choice

    A line-count selector sits above the plan prices, making that choice visible before comparison.

    Keep routes to help visible

    A customer may need a store or a conversation instead of another checkout step. The work explored a mobile store selector and a contextual chat entry alongside web purchase. The artifacts show distinct handoff concepts; they do not prove those channels were integrated into one shipped service.

    WIREFRAMES

    Routes to help

    01 / 02

    01 · Wireframes

    Store route

    A mobile store selector distinguishes nearby T-Mobile and Sprint locations.

    Refine the details that affect confidence

    The studies also identified discount discoverability and device eligibility as points of confusion. The plan and cart concepts make discount options and selected lines more explicit. The surviving record does not isolate the effect of any one revision.

    VALIDATION

    Refine the consequential details

    01 / 02

    01 · Validation

    Discount discovery

    Discount choices are made visible in the plan-comparison state.

    The lesson is to test whether people understand the commitments around a switch, not just whether they can find a purchase button.

    How it moved

    Decision points

    Resulting shift

    What changed

    • Created plan-comparison and configuration directions that expose consequential choices before checkout.
    • Explored store and chat entry points as distinct ways to continue the journey.
    • The available record supports prototype and design-direction evidence, not a measured conversion or launch result.
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