T-Mobile

summary

T-Mobile sees UX as a means to support commercial objectives, brand differentiation, and achieve greater customer-centricity. UX is now seen as a business solution that supports the creation of both business and customer value – a win-win. 

The reality of digital performance is that we need a reliable way to measure and therefore improve it. This requires understanding UX maturity and UX Maturity Models – they are the foundation for assessing and planning improvements.

THE CHALLENGE

Measure UX maturity and identify a strategic roadmap that aims to consistently deliver meaningful interactions and exceptional experiences to the customer while meeting the goals of T-Mobile in the most effective and efficient way.

My Role

UX Strategist, Coach

my process

I. Determine where we are today?

II. Define where we would like to go? 

III. Map out the Journey

IV. Get the Job Done

KEY FINDING #1

The UX design process is fragmented.

RECOMMENDATION

Develop a framework for reliable, efficient UX design process.

KEY FINDING #2

Existing team structure and competencies were not going to be able to support emerging D2C strategies.

recommendation

Measure capacity by expertise, not by headcount and structure teams at a project level to meet the requirements of the project.  

KEY FINDING #3

Program Manager and several team members lack experience specific to producing UX deliverables and facilitating the UX design process.

recommendation

Embed short-term expert talent within the team in order to develop team members.

INITIATIVE #1

KEY FINDING

The UX design process is fragmented.

Initiative

Develop a framework for reliable, efficient UX design process.

GOALS

1. Provide a way for designers to actively participate in discussions, the implementation process, and planning for the future of the product

2. Foster a close relationship with not only the product manager but other key stakeholders

3. Encourages teamwork and pair design

4. Minimizes deliverables, integrates lean principles in the definitions phase

5. Requires systems thinking

6. Provides opportunities to educate cross-functionally

7. Fosters agreement across teams

8. Creates engagement further upstream in the product development process

Revised Workflow – It was critical the updated workflow allowed for the iterative design process through repeated testing/validation and evaluation/refinement phases. Additional steps were required to be sure this workflow was implemented correctly included setting up a Kanban (visualized workflow) board to demonstrate status, creating a project dashboard for PMs and stakeholders, and exploring ways that the research team could be integrated into the project management software. 

In hopes of adding more detail to the process, I encouraged the team to answer the following:

• What’s missing in our rhythm & routine?

• What are relevant activities or methods?

• What deliverables do others expect from us?

• What deliverables do we need from others?

• What tools should we use across the team?

• What tools do others use we should adopt?

• What tools do we use with other groups?

INITIATIVE #2

KEY FINDING

Predictive resourcing models showed that existing team structure and competencies were not going to be able to support emerging direct-to-consumer strategies.

recommendation

Evaluate existing team members, score them based on core competencies. Measure capacity by expertise, not by headcount and structure teams at a project level to meet the requirements of the project.  

• Separated visual design from UX, enabled greater flexibility when engaging specializations per project/product

• Centralized research, copywriting, and production teams for greater visibility & increased knowledge sharing

• Consolidated all PM activities into a centralized hub for more efficient intake, prioritization, resourcing, and process oversight

Above: Visualizing team structure and resource engagement.

INITIATIVE #3

KEY FINDING

Program Manager and several key team members lack experience specific to producing UX deliverables and facilitating the UX design process.

recommendation

Embed short-term expert talent within the team in order develop junior team members.

Goals

• Manage a service with an objective voice and outlook allowing for new perspectives & opinions

• Expert talent embedded within the team ready to provide training and immediate results

• Distribute internally where skill sets are most relevant and resources are most needed

• Adapt to organizational demands–choose the skills you need most.

• Gauge organizational demands through short-term arrangements allow for greater flexibility in your approach

UX DESIGNER

• Design Concepts

• Detailed Design

• Design Deliverables

SR. UX DESIGN LEAD

• Creative Direction (project)

• Strategic Alignment

• Design Reviews & Guidance

SR. UX STRATEGIST

• Project Planning

• Strategic Alignment

• Stakeholder Engagement

SR. PROGRAM MANAGER

• Intake

• Prioritization

• Resourcing

• Status

• Process Oversight