Building the Uncarrier Website: Simplicity & Transparency on tmobile.com
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PETER FRANCIS, T-MOBILE MIKE SELMAN, RAZORFISH BUILDING THE UN-CARRIER WEBSITE
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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.
Transcript of Building the Uncarrier Website: Simplicity & Transparency on tmobile.com
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
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