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

THE MOST DANGEROUS MAN IN WIRELESS

UN-RESTRICTED

UN-COMPLICATED

UN-COMPROMISING

UN-BOUND

UN-RESTRICTED

UN-COMPROMISING

UN-COMPLICATED

UN-BOUND

NO ANNUAL SERVICE CONTRACTS

BLAZING FAST, NATIONWIDE 4G LTE

UNLIMITED TALK, TEXT, WEB ON EVERY PLAN

FREE DATA ROAMING IN 100+ COUNTRIES

CREATING THE DIGITAL EXPERIENCE

SAP, Billing etc…

.net HTML

TMOBILE.COM m.*

SAP, Billing etc…

Content (Adobe CQ5)

TMOBILE.COM RESPONSIVE!

SOA Services

Web Catalog / Commerce

BACKEND

UI

LOGIC

Desktop

THE CHALLENGE

DRIVE RADICAL RECONSIDERATION OF THE BRAND

BE SIMPLE & STRAIGHTFORWARD

ENABLE EFFORTLESS DISCOVERY, SALES, AND eSERVICE

THE GOALS

IMPROVE SELF-SERVICE EXPERIENCE

INCREASE SALES CONVERSION

EMBODY THE UN-CARRIER BRAND

REDUCE EARLY CUSTOMER CHURN

THE STAKEHOLDERS

MARKETING + BRANDING

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!

STRATEGIC PRINCIPLES

Radically simple

Fearlessly transparent

Visually tactile

Intelligent experiences

Continually optimized

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

PRINCIPLES IN ACTION

Simplicity

Transparent

Tactile

Intelligent

Optimizing

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

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

STRATEGIC PRINCIPLES

Radically simple

Fearlessly transparent

Visually tactile

Intelligent experiences

Continually optimized

THE RESULTS

5

4

1,287

3,567

SPRINTS

COME-TO-JESUS MEETINGS

COMPS

JIRA TICKETS

SATISFACTION 50% TOP BOX (~10% BEFORE)

SATISFACTION

EASE OF USE

50% TOP BOX (~10% BEFORE)

57% TOP BOX (~22% BEFORE)

SATISFACTION

TIME TO COMPLETE

EASE OF USE

50% TOP BOX (~10% BEFORE)

50% IMPROVEMENT (ADD TO CART)

57% TOP BOX (~22% BEFORE)

SATISFACTION

TIME TO COMPLETE

EASE OF USE

PAGE LOAD TIMES

50% TOP BOX (~10% BEFORE)

50% IMPROVEMENT (ADD TO CART)

57% TOP BOX (~22% BEFORE)

40% IMPROVEMENT

SATISFACTION

TIME TO COMPLETE

EASE OF USE

PAGE LOAD TIMES

50% TOP BOX (~10% BEFORE)

50% IMPROVEMENT (ADD TO CART)

57% TOP BOX (~22% BEFORE)

40% IMPROVEMENT

CONVERSION DOUBLE DIGIT INCREASE

LESSONS LEARNED

START WITH STABLE BRAND

DEFINITION/ STRATEGY

HAVE CLEAR MEASURES OF SUCCESS / QUANTITATIVE TOUCHSTONES

CHECK UNDERSTANDING WITH EXAMPLE PROOFPOINTS / HERO FLOWS

DEFINING HARD PROBLEMS EARLY ON IS CRITICAL

HAVING TECH+DESIGN

TOGETHER HELPS INCLUDE POST-LAUNCH OPS PEOPLE IN

THE ROOM IN ADDITION TO DESIGN

… BUT OVER-RELIANCE ON AGILE COULD LEAD TO PROCRASTINATION ON STRATEGIC DECISIONS

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

COMMUNICATING VS

DOING

SINGLE SOURCE OF PROJECT TRUTH

REGULAR MILESTONE CHECKINS

GOOD PM = GOLD!

THANK YOU