ONBOARDING
After extensive user testing and research, we identified a notable decline in new user engagement upon joining T-Mobile. It became evident that users were investing significant time at the store during the plan setup process.
In response, T-Mobile took the initiative to design an onboarding experience aimed at warmly welcoming new customers and enhancing transparency and understanding throughout their journey.
To gain deeper insights into our users, we conducted thorough research involving over 500 customers, soliciting feedback on their experiences and seeking ways to serve them better.
Armed with this valuable information, we formulated strategic initiatives to elevate the overall customer experience and propel brand growth. Our commitment to understanding and responding to user needs is at the forefront of our efforts to create a seamless and gratifying experience for every T-Mobile customer.
DISCIPLINES: UX / UI / TESTING / RESEARCH
PROBLEM: No current welcome experience for new users. Users don’t understand how their bill or promotions work.
PROJECT GOALS: Reduce the number of calls to care, help the users have an understanding of what they actually get with their plans, and help users be self-sufficient.
UX CHALLENGES: To create an onboarding experience for first-time users. Guide users to complete tasks in order to receive promotions and help with billing to prevent loss of customers.
Tenure Distribution
The graph above is the new ban activation from the first 7-90 days post account established date. The users were on the “Magenta plan” and were primary account holders. The time frame of this test was from 11.1.18 to 7.10.19
Building Personas
It was essential to get into the minds of some of our users through user testing/research. From that testing I came up with a few personas to illustrate how the user is thinking and feeling when they first sign up with T-Mobile
Competitive Analysis & Inspiration
Style Explorations
From the inspiration above I came up with a few styles to reflect T-Mobile’s brand guidelines.
Testing Options
Measuring impact
The current plan for measuring the impact of onboarding features is to look at metrics for two different groups of users:
a control group (who has not seen digital onboarding features)
a test group (that has seen features)
