In late 2015 I switched focus to TPO’s 2016 launch in the US cell phone market. TPO wanted to rival other pre–paid 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.
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.
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.