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Create a unified digital onboarding experience for new T-Mobile customers

The problem

Inconsistent messaging across multiple channels led new customers to call Customer Care during their first 90 days

Our business partners identified the top call drivers and asked the UX team to create a single onboarding experience in the T‑Life app that would guide users through key tasks, lower calls to Care, and reduce the number of messages we send to new customers.

Initial approach

We proposed using the existing alerts section in the T-Life app to surface key onboarding and post-purchase tasks

This would be a lighter technical lift and would give us a chance to elevate alerts as a more prominent feature.

What I did

I wrote 40+ alerts that touched many different areas of T-Mobile

  • I partnered with product managers to define alert destinations.

  • I collaborated with other content designers to maintain accuracy and consistency across experiences.

  • I met with business partners to review logic, confirm data requirements, and align on release schedules.

These are some of the alerts I wrote

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Stakeholder feedback

Our business and product partners wanted a "red carpet" experience to make new customers feel welcomed

We agreed to use alerts in the interim as the UX team explored other options.

The twist

As we explored a long-term solution, our work was pulled into another high visibility initiatve

Instead of focusing only on task completion and call reduction, senior leadership asked us to deliver an experience that highlighted value and boosted awareness of T‑Mobile benefits.

The hub

We highlighted actions to help customers set up their accounts & explore all the benefits that come with it — all in one place

Our goal was to balance the original ask with new requirements and ensure we addressed customer pain points that were driving calls to Customer Care in their first 90 days.

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After a new customer signs in to the app for the first time, they see messaging prompting them to finish setting up their account

This screen was a high‑visibility request from leadership — highlight the value tied to a new account to encourage customers to get set up.

  • The value amount and benefits carousel were already approved and couldn’t change, so I wrote a headline and body copy that tie them directly to account setup.

  • By tying account setup to membership value and benefits, this screen reads as a lead‑in to the onboarding hub and sets up what comes next.

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Customers can see high-priority tasks and track their progress at the top of the hub

Each task links to a broader experience, so I partnered with cross‑functional teams to ensure accuracy, consistency, and a cohesive setup.

  • Clear, action-oriented language helps customers immediately understand where to start and why each task matters within tight space constraints.

  • Consistent status labels help customers identify what’s done, what’s left, and how long they have to complete any time‑sensitive tasks.

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Customers can quickly view their benefits directly from the hub

I wrote the “Your benefits” headline and “Enroll now” CTA to draw attention to the perks included with a new account and encourage customers to explore them

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As customers scroll to the bottom of the hub, they can see additional tasks and info to help them get set up

I labeled this section "More you can do" so it's clear that these are other actions the customer can take to finish getting set up.

  • Action‑oriented headlines and concise descriptions help customers scan this section and understand what else they can do beyond the top‑priority tasks.

  • Tone and structure are consistent with the high-priority tasks.

  • CTA lets customers know they don't have to do everything now, and can return later to finish up.

Early results and impact

We launched the new hub in October 2025, and by December it had already welcomed more than 1M new customers

People who went through the hub engaged more with many key features than those using an earlier version of the app.

Membership awareness

97% of customers who went through the hub viewed membership offers, compared to 37% of customers using an earlier version of the app. 40% engaged with them.

T-Mobile Tuesdays

21.6% of customers who went through the hub saved offers and 11.4% redeemed them, compared to 14% and 7.6% of customers using an earlier version of the app.

Account access

10–12% of customers who went through the hub shared account access early on, compared to 4% of customers using an earlier version of the app.

Billing and payment

38% of customers who went through the hub made a payment early on, compared to 29% of customers using an earlier version of the app.

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