T-Mobile
Cannes Best Creative Business Transformation Award Shortlist (2024)
My Role: Experience Design Director, Copy
Creative Challenge: Create a new voice and tone while making innovative and highly technical apps easy to use.
Product Challenge: Make testing and switching to T-Mobile’s network so seamless that you can do it on your phone in 15 minutes. Oh, and the app needed to be finished—from wireframes to tone of voice to App Store approval—in 6 weeks.
Solution
The UX Designer, UI Designers, and I created an app called “Easy Switch.” It allowed users to spend 10 minutes switching to T-Mobile on their phones; never leaving home nor switching phone numbers.
Then, we built “Network Pass,” which let potential customers download a digital SIM from T-Mobile, test out T-Mobile’s data speed and coverage for 3 months, and check their daily stats to see how T-Mobile stacked up against their current network.
My role: I created the apps’ tone of voice, UI copy, UX copy, and helped establish the user journey of least resistance. That required 2x a day meetings with engineering, product managers, and program managers, plus our internal gatekeepers.
Sprinkle in some technical copywriting and managing UX writers to revise version 1.1 of the apps, and you’ve summarized my summer of 2022.
The Results
Sign-ups for Network Pass exceeded expectations after only 3 weeks, +153% to plan.
The inclusion of Network Pass & Easy Switch experiences in the flagship app drove flagship app downloads +7% year over year.
For all those who appreciate tone of voice, T-Mobile’s CEO, Mike Sievert commented on the voice I created for the apps saying, “this is the way we should be talking across all of our products.” High praise from an executive!
UX Design: Lauren Meredith
UI Design: Eddie Miranda, Adam Harper
Illustration: Nubia Navarro