Building the Uncarrier Website: Simplicity & Transparency on tmobile.com
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Building the Uncarrier Website: Simplicity & Transparency on tmobile.com

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Building the Uncarrier Website: Simplicity & Transparency on tmobile.com ...

Building the Uncarrier Website: Simplicity & Transparency on tmobile.com

Peter Francis, T-Mobile
Mike Selman, Razorfish

In March 2013, T-Mobile USA relaunched itself as the Uncarrier— a mobile company willing to shake up the industry by being transparent about the things that don’t make sense to customers. The T-Mobile web team, together with the creative team at Razorfish, will present the journey behind the site reset that transformed t-mobile.com, bring the core brand principles of transparency and simplicity to life.

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    Building the Uncarrier Website: Simplicity & Transparency on tmobile.com Building the Uncarrier Website: Simplicity & Transparency on tmobile.com Presentation Transcript

    • BUILDING THE UN-CARRIER WEBSITE PETER FRANCIS, T-MOBILE MIKE SELMAN, RAZORFISH
    • THE MOST DANGEROUS MAN IN WIRELESS
    • UN-RESTRICTED UN-COMPLICATED UN-COMPROMISING UN-BOUND
    • UN-RESTRICTED UN-COMPLICATED NO ANNUAL SERVICE CONTRACTS UNLIMITED TALK, TEXT, WEB ON EVERY PLAN UN-COMPROMISING BLAZING FAST, NATIONWIDE 4G LTE UN-BOUND FREE DATA ROAMING IN 100+ COUNTRIES
    • CREATING THE DIGITAL EXPERIENCE
    • TMOBILE.COM Desktop m.* Content (Adobe CQ5) UI .net HTML LOGIC BACKEND TMOBILE.COM RESPONSIVE! SAP, Billing etc… Web Catalog / Commerce SOA Services SAP, Billing etc…
    • ENABLE EFFORTLESS DISCOVERY, SALES, AND eSERVICE THE CHALLENGE BE SIMPLE & STRAIGHTFORWARD DRIVE RADICAL RECONSIDERATION OF THE BRAND
    • EMBODY THE UN-CARRIER BRAND THE GOALS INCREASE SALES CONVERSION IMPROVE SELF-SERVICE EXPERIENCE REDUCE EARLY CUSTOMER CHURN
    • MARKETING + BRANDING THE STAKEHOLDERS DIGITAL CUSTOMER DIRECT ENTERPRISE IT + WEB DEV. RAZORFISH
    • THE STAKEHOLDERS SKEPTICAL OF REAL CHANGE
    • THE STAKEHOLDERS CONCERNED ABOUT THE CONSEQUENCES
    • THE STAKEHOLDERS EXCITED ABOUT THE POSSIBILITIES
    • THE STAKEHOLDERS READY TO BREAK SOME RULES!
    • Radically simple Fearlessly transparent Visually tactile Intelligent experiences Continually optimized STRATEGIC PRINCIPLES
    • DETERMINING THE STRATEGY IS NOT THE HARD PART. STICKING TO IT IS.
    • Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
    • Simplicity FROM 28 LINKS ABOVE THE FOLD
    • Simplicity TO 9 LINKS ABOVE THE FOLD
    • Simplicity From confusing plan selector
    • Simplicity To simple 3-step flow
    • Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
    • Transparent New paradigm for device pricing
    • Transparent Balance transparent and simple through self-guided discovery
    • Transparent Balance transparent and simple through self-guided discovery
    • Transparent Credit is important
    • Transparent Balance transparent and simple: self-select disclosure option
    • Transparent Making coverage easy to understand through a better UI
    • New technology, new investments
    • Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
    • Tactile Rich, HTML5 UI
    • Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
    • Intelligent Responsive UI eliminates need for separate mobile site
    • Intelligent No more carousel marquee
    • Intelligent Relevant UX must be curated
    • Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
    • OPTIMIZATION TAKES NEW MUSCLES: TOOLS, SKILLS, PROCESS, AND MINDSET
    • Optimizing
    • Optimizing Needs individual campaign creative, segmentation, analysis
    • Radically simple Fearlessly transparent Visually tactile Intelligent experiences Continually optimized STRATEGIC PRINCIPLES
    • THE RESULTS
    • 5 1,287 4 3,567 SPRINTS COMPS COME-TO-JESUS MEETINGS JIRA TICKETS
    • SATISFACTION 50% TOP BOX (~10% BEFORE)
    • SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE)
    • SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE) TIME TO COMPLETE 50% IMPROVEMENT (ADD TO CART)
    • SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE) TIME TO COMPLETE PAGE LOAD TIMES 50% IMPROVEMENT (ADD TO CART) 40% IMPROVEMENT
    • SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE) TIME TO COMPLETE PAGE LOAD TIMES CONVERSION 50% IMPROVEMENT (ADD TO CART) 40% IMPROVEMENT DOUBLE DIGIT INCREASE
    • LESSONS LEARNED
    • START WITH STABLE BRAND DEFINITION/ STRATEGY DEFINING HARD PROBLEMS EARLY ON IS CRITICAL CHECK UNDERSTANDING WITH EXAMPLE PROOFPOINTS / HERO FLOWS HAVE CLEAR MEASURES OF SUCCESS / QUANTITATIVE TOUCHSTONES
    • HAVING TECH +DESIGN TOGETHER HELPS … BUT OVER-RELIANCE ON AGILE COULD LEAD TO PROCRASTINATION ON STRATEGIC DECISIONS INCLUDE POST-LAUNCH OPS PEOPLE IN THE ROOM IN ADDITION TO DESIGN
    • DECIDE ON HOW DEEP THE REDESIGN GOES HARD TRADEOFF BETWEEN RADICAL TRANSFORMATION AND TIME TO MARKET GOOD DESIGN CHANGES UNDERLYING PROCESSES, NOT JUST UI TECH-FOCUSED PROOF-OF-CONCEPT VALIDATES TEAM UNDERSTANDING OF CURRENT AND NEW TECHNOLOGY
    • SINGLE SOURCE OF PROJECT TRUTH COMMUNICATING VS DOING REGULAR MILESTONE CHECKINS GOOD PM = GOLD!
    • THANK YOU