- The current iteration of the program.
- The initial concept was called the "Great Escape" with a point man (T-Mobile Sales Reps) who helped you escape your contract.
- The quick online signup process, where users got to choose the same or slightly better
Service and Experience Design
How do you get people to want to call the T-Mobile sales team, while promoting a simpler online checkout?
T-Mobile was having an issue converting customers online. Potential consumers were often afraid to purchase online due to the complexity of the product- choosing phones, lines, etc. They were afraid of makiing a costly mistake/ Also, the amount of choices were overwhelming
On the contrary, the conversion rate for phone sales was very high. However, it ate up the time of CSR’s and the customers. So T-Mobile wanted to increase conversion rate by promoting phone sales online, while improving the switch process online for those who were just plain scared to do so.
We had to get more information on the user, and the painful process by which the transition happened. By interviewing users, and several of our team switching ourselves, we found that most users just switch to the same phone or a slight upgrade, and from there you could address the largest percentage of the problem.
We got to work on creative concepts around “escaping” your current carrier. Other concepts included the “rockstar” checkout where users called a special number with a code and they could get express checkout.
The solution was labeled “The Great Escape” which featured an Italian Job like story where users escape their carrier with the help of a point person (T-Mobile Phone Sales). Users enter their carrier information to scrape their plan information and then they can checkout online or get a code to call which gets them express customer service with express checkout.
UX team leadership strategy, design and direction, prototyping, research