T-Mobile | March 2022 - June 2022
My role: UX Designer & Web Strategist
Tools: Figma, Pen & Paper
Coverage Beyond: Landing Page & Web Strategy
Overview
In the spring of 2022, T-Mobile launched Coverage Beyond. This uncarrier move gave customers added travel benefits to stay connected while on the go. Business customers could now stay connected with their teams at 30,000 ft. while on flights and in 210+ countries and destinations with high-speed data.
Having added connectivity while traveling is a major benefit to business customers, and this new launch required the ability to message this
My role in this project was to create the web strategy for how Coverage Beyond would be messaged and merchandised through the T-Mobile for Business experience, as well as build a net new landing page for the initiative. Having added connectivity while traveling is a major benefit to business customers, and it was critical that our web users could understand how the added benefits can help them do business, wherever they are. I worked cross-functionally with marketing, product, technical teams, and our agency partner to bring this from concept to fruition within multiple pivots and agresseive deadlines.
Problem statement
With the launch of Coverage Beyond, how might we help T-Mobile for Business customers understand the travel benefits available to them when they travel through a web experience?
Challenges
Multiple stakeholders with varying input on what needs to be prioritized in the digital experience.
The travel benefits offered to users vary on the type of business customer.
Need for a table to show the benefits by plan that does not currently exist in our component library and there is limited time for this form of development.
Some benefits will not be available until after the official launch day, creating a need for a rolling launch.
Opportunity
A new landing page that will allow for messaging hierarchy.
Provide clear messaging and visuals to help users easily understand the benefits they are entitled to based on their plan.
Guide new users through the e-comm path to activate a business account with T-Mobile.
Customer Journey
My first step in solving this problem space was creating a customer journey to visually map out the existing customer journey to identify any pain points or opportunities for improvement.
Wireframe
Using the insights I gathered from previous user research and data on similar page experiences, the customer journey exercise, and the business needs, I built a wireframe that encompassed:
Bringing key user benefits and campaign messaging to the top of the page, organized by the business priority.
Table to compare benefits based on the plan the user has or is considering.
Clear calls to action.
Iterations
Round 1 | First high fidelity wireframe showing the page/messaging hierarchy.
Round 2 | In this version, imagery and messaging is updated to align with the shift in the overarching campaign direction. I then worked to distill this direction to align with the need of digital users by keeping the copy concise.
Round 3 | The messaging continues to shift, as do visual elements. For example, the icons in the previous version did not align with the branding, so they were updated to better align.
Round 4 | The messaging continued to be tinkered with in this round of review and there needed to be a better way to communicate the plan benefits to users in a way that was easier to compare and skim.
Round 5 | In this round, the page was almost final. There messaging direction was locked and I partnered with our development team to create an HTML table that could solve for the need to have a comparison feature that did not currently exist in our component library.
Final
After 13 rounds of revision and 4 creative reviews, I was able to successfully gain alignment from key stakeholders to launch the Coverage Beyond landing page on time.
The final version solved the following user and business needs:
Clear and concise messaging for digital that focuses on the key user benefits.
Iconography that aligns with T-Mobile branding guidelines.
A table that is easy for users to compare plans & benefits.
Inclusion of brand requirements such as Network Challenge and Team of Experts.
Results
The Coverage Beyond page is a central source for T-Mobile for Business prospect users to understand the benefits T-Mobile can provide then while they travel. Upon arriving at the page, the user can see the top benefits offered: secure access, In-flight WiFi, and faster data speeds. The user can then easily compare plan options with a table that compares each plan and the benefits associated with the plan. Lastly, to align with T-Mobile’s commitment to providing value to its customers, users can easily see the bonuses of joining T-Mobile. All of this information is provided in simple language, with visual cues to help users process this information at ease.
Business Outcomes
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11% Increase in site traffic
The Coverage Beyond landing page attributed to 11% of the site traffic within the first 90 days of launching.
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Supported business goals
The landing page experience drove 335 form completes and 382 chat engagements, supporting both marketing and digital business goals.
Next Steps
Added visual elements
Continue to partner with the SEO team to determine if the page continues to rank for international coverage and find ways to increase natural search to the page by making page improvements and copy adjustments.
Usability Testing
Conducting a second usability test to gather user feedback on if the updates address the user’s needs and determine if there are future opportunities for iteration.
