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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  • 1. BUILDING THE UN-CARRIER WEBSITE PETER FRANCIS, T-MOBILE MIKE SELMAN, RAZORFISH
  • 2. THE MOST DANGEROUS MAN IN WIRELESS
  • 3. UN-RESTRICTED UN-COMPLICATED UN-COMPROMISING UN-BOUND
  • 4. 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
  • 5. CREATING THE DIGITAL EXPERIENCE
  • 6. 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…
  • 7. ENABLE EFFORTLESS DISCOVERY, SALES, AND eSERVICE THE CHALLENGE BE SIMPLE & STRAIGHTFORWARD DRIVE RADICAL RECONSIDERATION OF THE BRAND
  • 8. EMBODY THE UN-CARRIER BRAND THE GOALS INCREASE SALES CONVERSION IMPROVE SELF-SERVICE EXPERIENCE REDUCE EARLY CUSTOMER CHURN
  • 9. MARKETING + BRANDING THE STAKEHOLDERS DIGITAL CUSTOMER DIRECT ENTERPRISE IT + WEB DEV. RAZORFISH
  • 10. THE STAKEHOLDERS SKEPTICAL OF REAL CHANGE
  • 11. THE STAKEHOLDERS CONCERNED ABOUT THE CONSEQUENCES
  • 12. THE STAKEHOLDERS EXCITED ABOUT THE POSSIBILITIES
  • 13. THE STAKEHOLDERS READY TO BREAK SOME RULES!
  • 14. Radically simple Fearlessly transparent Visually tactile Intelligent experiences Continually optimized STRATEGIC PRINCIPLES
  • 15. DETERMINING THE STRATEGY IS NOT THE HARD PART. STICKING TO IT IS.
  • 16. Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
  • 17. Simplicity FROM 28 LINKS ABOVE THE FOLD
  • 18. Simplicity TO 9 LINKS ABOVE THE FOLD
  • 19. Simplicity From confusing plan selector
  • 20. Simplicity To simple 3-step flow
  • 21. Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
  • 22. Transparent New paradigm for device pricing
  • 23. Transparent Balance transparent and simple through self-guided discovery
  • 24. Transparent Balance transparent and simple through self-guided discovery
  • 25. Transparent Credit is important
  • 26. Transparent Balance transparent and simple: self-select disclosure option
  • 27. Transparent Making coverage easy to understand through a better UI
  • 28. New technology, new investments
  • 29. Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
  • 30. Tactile Rich, HTML5 UI
  • 31. Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
  • 32. Intelligent Responsive UI eliminates need for separate mobile site
  • 33. Intelligent No more carousel marquee
  • 34. Intelligent Relevant UX must be curated
  • 35. Simplicity Transparent Tactile Intelligent Optimizing PRINCIPLES IN ACTION
  • 36. OPTIMIZATION TAKES NEW MUSCLES: TOOLS, SKILLS, PROCESS, AND MINDSET
  • 37. Optimizing
  • 38. Optimizing Needs individual campaign creative, segmentation, analysis
  • 39. Radically simple Fearlessly transparent Visually tactile Intelligent experiences Continually optimized STRATEGIC PRINCIPLES
  • 40. THE RESULTS
  • 41. 5 1,287 4 3,567 SPRINTS COMPS COME-TO-JESUS MEETINGS JIRA TICKETS
  • 42. SATISFACTION 50% TOP BOX (~10% BEFORE)
  • 43. SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE)
  • 44. SATISFACTION 50% TOP BOX (~10% BEFORE) EASE OF USE 57% TOP BOX (~22% BEFORE) TIME TO COMPLETE 50% IMPROVEMENT (ADD TO CART)
  • 45. 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
  • 46. 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
  • 47. LESSONS LEARNED
  • 48. 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
  • 49. 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
  • 50. 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
  • 51. SINGLE SOURCE OF PROJECT TRUTH COMMUNICATING VS DOING REGULAR MILESTONE CHECKINS GOOD PM = GOLD!
  • 52. THANK YOU