Redesigning the T-Mobile for Business Website

Project Overview

This project focused on redesigning 11 pages on the T-Mobile for Business website. The redesign was aimed at improving user engagement by optimizing media presentation, information hierarchy, terminology, and overall usability and accessibility. The project was divided into two key phases - Foundational Research, Concept and Usability Testing.

My Role

I worked with two other researchers, leading key studies like the accessibility heuristic evaluation, media preference, and solutions relevance studies. I also assisted with the terminology and navigation studies. For concept and usability testing, I owned a couple of pages, moderating interviews and providing insights to guide design decisions.

Phase 1: Foundational Research

• Media Preference Study (Survey): We explored what types of media (text, bullet points, images, videos, infographics, etc.) resonated best with different types of content (ads, promotions, plan details, social proof, etc.). This study helped identify the most effective media combinations to present on each page.

• Solutions Relevance Study (Survey): We assessed how different business segments (micro, small, medium, enterprise, government, and education) ranked various T-Mobile solutions. This study informed how we would prioritize and present solutions on each business segment’s respective page.

• Terminology Study (Open Card Sort): We conducted a card sort to understand user preferences regarding the titles and terms used to describe T-Mobile’s offerings. Participants also had the opportunity to create their own headings, ensuring that the terminology used was clear and business-appropriate.

• Navigation Study (Open Card Sort): A card sort study was conducted to optimize the structure of the website’s main navigation, ensuring that participants could easily find content under appropriate categories.

• Exploring Opportunities with Sellers and Account Executives (Focus Groups): Focus Groups were conducted with Sellers and Account Representatives for each Business Segment to learn more about their experience working directly with customers and to understand what things customers and prospects desire to see on the website.

• Accessibility Heuristic Evaluation: I conducted a heuristic evaluation on the T-Mobile for Business pages, using assistive technologies like screen readers to identify accessibility issues. This evaluation helped uncover usability barriers for users with disabilities, guiding improvements in the redesign to enhance overall accessibility and inclusivity.

Phase 2: Concept and Usability Testing

• Concept Testing (Interviews): We tested three design concepts for each of the 11 pages—one representing the existing design and two new designs based on Phase 1 research findings. These were shown to participants in one-hour interview sessions to gather feedback on layout, flow, and structure.

• Usability Testing (Interviews): Based on feedback from concept testing, high-fidelity prototypes were created for all 11 pages. These were then tested to evaluate how users interacted with the newly designed pages, ensuring optimal usability before final implementation.