Switching mobile app : B2C
Join T-Mobile in under 10 minutes. Making it easy to say yes to switching carriers.
As manager of two designers on the switching project, I was responsible for translating business requirements into clear, actionable design projects and communicating the intent behind each one to my team. I delegated work based on scope and strengths, tracked progress across all active efforts, and held regular meetings to review status and field questions. This structure kept the team aligned and ensured our design work consistently reflected the underlying business goals.
The existing switching process required customers to visit a store, install a physical SIM card, and call T-Mobile to port their number — a 60-minute ordeal spanning multiple channels. The business needed a purely digital solution to remove these barriers and help customers switch in under 10 minutes using eSIM technology.
We defined the customer goal: Switch to T-Mobile in under 10 minutes. We mapped technical and business requirements alongside the 20-step happy path that needed to be streamlined. This defined our outcome, API calls, error states, and unknowns that needed further investigation.
I analyzed VOC data, usability benchmarks, and competitor switching flows. Key data showed 40-50% of likely switchers found the process confusing and time consuming, with porting being a top-3 barrier.
The team divided the 20-step flow into sections. My focus was on phone compatibility, plan selection, and digital number porting. I worked with a copywriter to simplify the IMEI explanation, eSIM concepts, and what customers needed from their old carrier to complete porting.
My design team divided the complex 20-step switching flow into sections. We prototyped several variations and reviewed each for perceived and actual time spent, perceived complexity, and fulfillment of the business and engineering requirements. A couple areas I focused on were the digital number porting steps with the highest customer confusion and drop-off rates.
The porting process required customers to obtain their account number and transfer PIN from their existing carrier — a step many customers didn't know they needed. We had to design screens that guided customers through a process that spanned multiple systems and required real-time coordination.
Scroll a strip sideways to see every screen.
T-Mobile leadership framed 2022 as “winning the switching decisions in the industry.”
The Easy Switch system transformed what had been an hours-long ordeal into a few simple steps customers could complete from their couch, directly supporting T-Mobile's goal of winning the switching decisions in the industry in 2022. That year, the company delivered a record 6.4 million postpaid net customer additions.
