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