T-Mobile Corporate Site

A unified digital experience for everything  about T-Mobile.

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Timeline

6 month

My responsibilities

Information Architecture, User Research, Visual Design, Prototyping, QA

The client

T-Mobile

The team

I worked collaboratively with two other designers, a copywriter, project manager and the extended team from both our client and development partner. 


 
How can we create a unified and cohesive corporate site experience that reflects T-Mobile’s modern brand across all platforms?
 

Background

T-Mobile’s corporate sites need an update so it falls in line with their current and future Un-carrier brand. This means not only a visual and voice refresh but also integrating the site with their current workflow for the Content Management System (CMS). Content should be easy to update for the internal content owners to self-serve easily.

 

The Vision

  • A unified and cohesive corporate site experience that reflects T-Mobile’s modern brand across all platforms

  • Created a flexible design system for the corporate communication team to convey the brand story to key audiences such as journalists, analysts, investors, and job-seekers

 

Challenges

Defining the new brand

While we were working on the project, our client was undergoing rebrand and definition of what their brand meant for the digital consumer space, additionally, there is no clear definition for what their brand meant for the corporate site. We worked closely with the extended brand team to guide our design decisions.

 

Tight timeline with a massive team

We were tasked to design new components and worked with the internal team to curate content across different corporate communication teams, which results in an output of 150+ pages that we would need to audit, create or consolidate, and redesign for. We quickly came to a strategy of bite-sizing our design approach and established a quick style guide to guide the work from 3 different designers.

 

Technical limitation and alignment

Since we are tasked to develop new components for an existing CMS platform that the consumer-facing team that is using, we needed to tailor our design to match the platform limitation while making sure that it meets the user needs. We also need to simplify our design and develop templates so that the authors or editors who are in charge of publishing the content can achieve their goal easily.

 

The Process

I encouraged the team to work more visually by putting all the wireframes and pages on a whiteboard wall, this improved our communication and collaboration with both our internal and external team.

I encouraged the team to work more visually by putting all the wireframes and pages on a whiteboard wall, this improved our communication and collaboration with both our internal and external team.

With the timeline in mind, we conducted stakeholder research to understand their pain-points and needs for the new site, based on the team needs, we worked with their existing analytics and customer surveys to define our solution. 

For instance, while working with the Career team, we interviewed five new hires to understand their journey of job search, key tasks and paint points and arrived on the design elements need to support their unique journey.

We had weekly design reviews with different stakeholders to gather requirements, feedbacks, and iterate design. 

 

The Result

The corporate sites were launched and now live. We introduced a new mega-navigation that allows the user to navigate between multiple sites easily while maintaining the cohesiveness of the experience, With the new design that we developed, new contents are created weekly and the corporate site team is able to leverage new components with the new CMS system to create stories based on their needs.

For Newsroom, we also helped create a content strategy framework and re-architected the search experience to meet the newsroom needs, such as adding tag-based filters for the news article, media content and more. 

Features that were descoped during the planning phase, or discovered during the design and development phase were documented, tracked, and handed over to the internal design team and product owners to continue the iteration. 

🎉

Reflection

Due to the limitation of the timeline, we had to make compromises to our design, some of them also add temporary pains to authoring experience. Fortunately, because we were able to work collaboratively with the internal design team and development partners, these pain-points were well-understood and will be acted on in the future iteration. Additionally, as the deployment of the new CMS system, the team now have the opportunity to better track their site performance and iterate base on the information.