This was a *quick* presentation I gave when asked how to improve the support on T-Mobile for users of the MyTouch Slide phone.

1. SUPPORTING EXISTING USERS:
T-MOBILE online
PUJA PARAKH
MARCH 2011

2. PUJA PARAKH
photographer | roller derby widow | MS HCDE @ UW

3. T-MOBILE GOALS &
PRIORITIES?
First and foremost: Goals!
Consider what we want:
Upgrade existing users phones/contracts?
Reduce calls to customer support centers?
Create loyal fans who will evangelize T-Mobile?
ANY REDESIGN MUST KEEP overall site goals IN MIND

4. SCENARIO
Best Gift Ever!
MyTouch 3G Slide!
Wants to learn about texting!

7. TALK TO ME!

8. T-MOBILE HOME PAGE
support
8%
coverage Almost 80% of the
14% attention is geared towards
new users
But what about
sales
79% existing users?

9. POLITE COMPUTING
“If we want users to like our
software, we should design it to
behave like a likeable person:
respectful, generous, and helpful.”
– Alan Cooper

10. If I am shopping, I get great info!
If I am NOT shopping, then I
am not being talked to
DON’T MAKE IT difficult …
GUIDE YOUR USERS!

11. Too many decisions and
inconsistent info!
guide YOUR USERS!

13. talk to
YOUR
USERS!

14. PROPOSED
SOLUTIONS

15. Start
Coverage
Are you an No Shop Online
existing user?
Yes
What Device Are
You Using?
RECONSIDER
THE Welcome T-Mobile
Device User
Would you like
to?
Shop
PROCESS Learn about Coverage
FLOW
Manage
No Device Support
Is it personal?
(manuals, how-to)
Bills, Minutes,
Activate

16. POLITENESS = USER FOCUS
interested in me = REMEMBERS MY PREFERENCES
perceptive = MAKES GOOD GUESSES AT WHAT INFO I WANT NEXT
forthcoming = DOESN’T HOLD BACK USEFUL INFO
self-confident = DOESN’T ANNOY ME WITH QUESTIONS
responsive = NOT TOO DEMANDING & THERE WHEN I NEED IT

17. WELCOME PAGE
Interested in a
Welcome Returning
device for your
Users!
needs? Manuals, Payment, Forums
Start Here

18. SUPPORT TAB
Support
Me Shop Community Services
Discussion
My account Packages Support
Forum
Knowledge
My settings Phones Base Devices
(new window)
Plans
Ringtones

19. EFFORT VALUE
PEOPLE WILL SPEND AN AMOUNT OF
effort ON THINGS THAT IS IN PROPORTION
TO THE value THEY PERCEIVE
Users will spend more time and energy at T-Mobile.com
if they find value in the information being provided

20. OTHER CONSIDERATIONS
• Observe users to identify whether there is a need for this information
directly from their device. If so, optimize the site!
• Do users need to share support info to others? Make it easy to do so.
• Is the discrepancy from the main tmobile.com site to the knowledge
base forums navigation intentional? Should it be a more seamless
process?

21. THANK YOU
E-mail: hello@pujaparakh.com
Web: http://ux.pujaparakh.com
Twitter: @pujaparakh