T-Mobile was rolling out new plans because customers wanted greater choice, but these same customers already struggled to make a confident choice between the current three plans.

Role UX Design lead Timeline 2 months Tools Figma, Miro, Qualtrics XM, Amplitude Team Product, Engineering, UX Research, Technical Product Management, Marketing

The existing plan shopping experience spread across two separate pages (one marketing, one transactional), each showing a fixed 3 plans in a static table with exhaustive feature lists. Customers were confused by the pricing, unable to effectively differentiate between the 3 plans on offer, and the architecture couldn't accommodate new plans or types.

Across exhaustive qualitative and quantitative research, existing and commissioned, the key insights that emerged was that customers.

Shoppers struggled to scan plans and differentiate between them. Which one is which, again?

The design matches plan information to what is appropriate for the shopper’s phase in the decision-making journey: information gathering, refining, confirming. It separates differentiating and universal features, showing key decision-making features of each plan (and functioning as the “thumbprint”), making it easier for shoppers to orient, then refine.

The design uses a new model for merchandising plans, optimized for flexibility of display and extensibility, presenting the plans as compact cards. Organizable as customer or business priorities demand, natural for mobile, and forcing design for scanability and digestibility.

No two shoppers are the same, so the design also introduced decision-support features to aid many decision-making styles find the right plan from among many: need-based filtering & sorting, trust & social-proof badges, plan matchmaking, plan comparison.

Average daily orders increased 174%. Take rate on preferred plans increased 5%. Cart value increased 5%. Post-purchase, customers reported higher confidence in the plan they'd chosen; we confirmed through a measured increase to plan comprehension.