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.

1. BUILDING THE
UN-CARRIER WEBSITE
PETER FRANCIS, T-MOBILE
MIKE SELMAN, RAZORFISH

3. THE MOST
DANGEROUS
MAN IN
WIRELESS

4. UN-RESTRICTED
UN-COMPLICATED
UN-COMPROMISING
UN-BOUND

5. 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

6. CREATING THE
DIGITAL EXPERIENCE

8. 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…

9. ENABLE EFFORTLESS
DISCOVERY, SALES, AND eSERVICE
THE
CHALLENGE
BE SIMPLE & STRAIGHTFORWARD
DRIVE RADICAL RECONSIDERATION
OF THE BRAND

10. EMBODY THE UN-CARRIER BRAND
THE
GOALS
INCREASE SALES CONVERSION
IMPROVE SELF-SERVICE EXPERIENCE
REDUCE EARLY CUSTOMER CHURN

11. MARKETING + BRANDING
THE
STAKEHOLDERS
DIGITAL CUSTOMER DIRECT
ENTERPRISE IT + WEB DEV.
RAZORFISH

12. THE
STAKEHOLDERS
SKEPTICAL OF
REAL CHANGE

13. THE
STAKEHOLDERS
CONCERNED ABOUT
THE CONSEQUENCES

14. THE
STAKEHOLDERS
EXCITED ABOUT
THE POSSIBILITIES

15. THE
STAKEHOLDERS
READY TO
BREAK SOME RULES!

16. Radically
simple
Fearlessly
transparent
Visually
tactile
Intelligent
experiences
Continually
optimized
STRATEGIC
PRINCIPLES

17. DETERMINING THE
STRATEGY IS NOT
THE HARD PART.
STICKING TO IT IS.

18. Simplicity
Transparent
Tactile
Intelligent
Optimizing
PRINCIPLES
IN ACTION

19. Simplicity
FROM
28
LINKS
ABOVE
THE
FOLD

20. Simplicity
TO
9
LINKS
ABOVE
THE
FOLD

21. Simplicity
From
confusing
plan
selector

22. Simplicity
To
simple
3-step
flow

23. Simplicity
Transparent
Tactile
Intelligent
Optimizing
PRINCIPLES
IN ACTION

24. Transparent
New
paradigm
for device
pricing

25. Transparent
Balance
transparent
and simple
through
self-guided
discovery

26. Transparent
Balance
transparent
and simple
through
self-guided
discovery

27. Transparent
Credit is
important

28. Transparent
Balance
transparent
and simple:
self-select
disclosure
option

29. Transparent
Making
coverage
easy to
understand
through a
better UI

30. New technology,
new investments

31. Simplicity
Transparent
Tactile
Intelligent
Optimizing
PRINCIPLES
IN ACTION

32. Tactile
Rich,
HTML5
UI

33. Simplicity
Transparent
Tactile
Intelligent
Optimizing
PRINCIPLES
IN ACTION

34. Intelligent
Responsive
UI
eliminates
need for
separate
mobile site

35. Intelligent
No more
carousel
marquee

36. Intelligent
Relevant
UX
must be
curated

37. Simplicity
Transparent
Tactile
Intelligent
Optimizing
PRINCIPLES
IN ACTION

38. OPTIMIZATION TAKES
NEW MUSCLES:
TOOLS, SKILLS, PROCESS,
AND MINDSET

39. Optimizing

40. Optimizing
Needs individual campaign creative, segmentation, analysis

41. Radically
simple
Fearlessly
transparent
Visually
tactile
Intelligent
experiences
Continually
optimized
STRATEGIC
PRINCIPLES

42. THE RESULTS

43. 5
1,287
4
3,567
SPRINTS
COMPS
COME-TO-JESUS MEETINGS
JIRA TICKETS

47. SATISFACTION
50% TOP BOX (~10% BEFORE)

48. SATISFACTION
50% TOP BOX (~10% BEFORE)
EASE OF USE
57% TOP BOX (~22% BEFORE)

49. SATISFACTION
50% TOP BOX (~10% BEFORE)
EASE OF USE
57% TOP BOX (~22% BEFORE)
TIME TO COMPLETE
50% IMPROVEMENT (ADD TO CART)

50. 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

51. 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

52. LESSONS LEARNED

53. 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

54. 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

55. 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

56. SINGLE SOURCE OF PROJECT TRUTH
COMMUNICATING
VS
DOING
REGULAR MILESTONE CHECKINS
GOOD PM = GOLD!

57. THANK
YOU