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

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