Challenge

If you’ve ever switched mobile networks, I don’t need to tell you that it’s laborious, time-consuming, and sometimes confusing. T-Mobile wanted to offer potential customers a way to switch networks from home, using the phone they already had. And before you switched, they would let you try their network for free—just using the cell phone you already have and without leaving the house.

However, they had no clear path for doing this other than the technical assurance that it could be done via an app that activated an eSIM—that’s your digital SIM card by the way.

Oh, and the app needed to be finished—from wireframes to tone of voice to App Store approval—in 6 weeks.

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Solution

The UX Designer, UI Designers, and I created an app called “Easy Switch.” It allowed users to spend 10 minutes switching to T-Mobile on their phones; never leaving home nor switching phone numbers.

Then, we built “Network Pass,” which let potential customers download a digital SIM from T-Mobile, test out T-Mobile’s data speed and coverage for 3 months, and check their daily stats to see how T-Mobile stacked up against their current network.

My role: I created the apps’ tone of voice, UI copy, UX copy, and helped establish the user journey of least resistance. That required 2x a day meetings with engineering, product managers, and program managers, plus our internal gatekeepers.

Sprinkle in some technical copywriting and managing UX writers to revise version 1.1 of the apps, and you’ve summarized my summer of 2022.

The Results

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The Results 〰️

Sign-ups for Network Pass exceeded expectations after only 3 weeks, +153% to plan.

The inclusion of Network Pass & Easy Switch experiences in the flagship app drove flagship app downloads +7% year over year.

For all those who appreciate tone of voice, T-Mobile’s CEO, Mike Sievert commented on the voice I created for the apps saying, “this is the way we should be talking across all of our products.” High praise from an executive!

I created the content design, UX and UI copy, as well as the tone of voice for T-Mobile’s two apps: Network Pass and Easy Switch.

UX Design: Lauren Meredith
UI Design: Eddie Miranda, Adam Harper
Illustration: Nubia Navarro

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Tone of Voice & UX Copywriting for T-Mobile Apps

Challenge

Solution

The Results

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The Results 〰️ The Results 〰️

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The Results 〰️