Redefining the Un-carrier voice across digital touchpoints and product experiences-making wireless feel less like a utility and more like a relationship.
T-Mobile had successfully positioned itself as the "Un-carrier"-the scrappy challenger brand that broke industry norms. But as the company grew through mergers and expanded its product offerings, the voice became fragmented. Different teams wrote differently. The personality that made T-Mobile distinctive was getting lost in the noise.
Upgrades take time, and our team wanted to change that. To achieve this, the language we developed was radically simple and clear. In one long scroll that included everything from picking phone colors to adding insurance-copy was trimmed to a series of succinct actions that made everything quick and easy.
We launched the T-Mobile credit card alongside a redesign of the Shop tab. The entire experience enabled more ways to shop in one place. With a dramatically simpler flow that resulted in an immediate conversion lift.
