TPO Phone store

In late 2015 I switched focus to TPO’s 2016 launch in the US cell phone market. TPO wanted to rival other prepaid phone services but with the added incentive that 10% of a customer’s bill went to a cause of their choice.

As Head of Design/UX I worked alongside TPO stakeholders and the appointed branding agency from New York,Iris Worldwide.

Creative concepts

As well as advising on the rebrand and subsequent launch of the brand in the US, I was responsible for designing front-to-back UX and UI for the company’s online
storefront and customer service environment e.g. my account, bills, payment, set up etc.

The most complex element of the project was understanding how users in the US are able to choose plans, given that there is an entirely different approach in the UK. In the US, for example, users didn’t have to deal with sim cards and so could generally switch providers much more freely.. To improve my understanding I went over to our NYC office to spend time with the team and better understand the processes involved. A third party was recruited to facilitate the phone plans and data that formed part of TPO’s ‘phone plan provider’s’ offering. The user journey when dealing with this third party and the payment gateways that accompanied it had to be a smooth as possible. My challenge was to make it so.


User journey planning

Wireframing prototypes

Through rigorous user flow testing, based on the knowledge of the types of user, I was able to present a streamlined solution to the wider team which was constantly reviewed by the development team, product owners and aforementioned 3rd party suppliers to make sure the planned functionality and flows were approved. I regularly presented walkthroughs in the form of user flowcharts and interactive wireframe prototypes to provide incorporate regular feedback into my process.

In addition to this I also worked on the UI for the store fronts,. Working with both the marketing team in the US and the branding agency I was able to create various site designs from soft launch to fully rolled out designs that promoted the company in the US market.


Go live design




The importance of Website planning & my Iceberg theory

Have you found yourself struggling to justify time or budget allocated to the UI & UX stages of a website project? I know I have, it’s a hurdle that as a freelancer I come up against regularly.

Part of my role and doubtless every web designer’s role is to justify the necessary time required to plan out the website for which we are being asked to quote on or indeed deliver. This can be in the form of working out what type of user(s) will visit and use the site through to how many templates are required.
I know from experience time to plan a site still needs to occur no matter if the site is for a small local retailer or a huge national product supplier. Should the quality of the delivered website be compromised by clients unwilling to pay for planning? After I still want my clients large or small, big or little budget to have the best possible website and for me that means allocating time to planning.

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Should I stay or should I go….

….As one of my favourite bands The Clash sang, New Year new start?! The age old Freelance vs Full Time career has risen it’s head and is up for debate.  To give you the backstory, I’ve been freelancing since 2009 and during this time I’ve been incredibly fortunate to not only work with some wonderful people / clients but also improve my skills over the years…with this I’ve also been lucky to be around my kids whilst they went from new borns to school…but like all good things, sometimes a change is needed or rather enforced.

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