T-Mobile

Retail Innovation Sprint
Product design
UI / web design
UX & strategy

This project was created during my time at WillowTree.

The project aimed to identify and conceptualize opportunities to simplify and centralize the digital experience for in-store employees, improving their performance and enabling long-term customer self-service.

In a two-phase sprint, the team ran a heuristics and competitive audit, conducted on-site research, leveraged existing mobile and employee expertise and insights, and rapidly executed solution-based concepts.

Details
COMPANY

T-Mobile is a telecommunications company and is the third-largest wireless carrier in the United States.
ROLE

My role was to collaborate with several designers to ideate on ways to improve the existing in-store employee digital experience, participate in various research and ideation methods, and conceptualize solutions to test with users.

Goals

Reduce customer care calls to save internal costs

Decrease visits to retail stores by teaching customers how to self-serve

Improve both in-store employee and customer satisfaction

The team and Ben (middle), in-store employee from Washington

On-site research

THE CHALLENGE

To gain a comprehensive understanding of the experiences of in-store employees, it is essential to observe their day-to-day activities firsthand. However, our project team, based in Vancouver, faced a challenge as there are no T-Mobile stores in Canada. Determined to conduct in-person visits, we opted to drive across the border to Washington to the nearest T-Mobile store. There, we met Ben, an employee known as a "Mobile Expert" (or “ME”), who graciously welcomed us and allowed us to observe his work.

WHAT BEN HAD TO SAY:

“I love having a positive impact on customers”

“Customers trust me; I am the net below anything that is going on digitally”

“I have to look in 2 or 3 different places to get all the info I need, and I have to constantly log back in when I switch apps.”

“There’s a lot on these pages...it’s hard for me to find information. With no way to search for it, I have to scroll through a lot of content.”

Core unmet need
Disparate, unreliable in-store systems, apps, and data sources leave Ben feeling defeated and unprepared to effectively and consistently serve the customer in store.

Opportunity
How do we create an experience that makes it easier for Ben to bring value to the customer in store, so that customers feel confident enough to self-serve in the future, or “fish” for themselves?

Solution
A Single Pane of Glass: a comprehensive platform that delivers the digital tools and powerful experiences that an in-store employee needs to guide customers — all in one place.