T-Mobile Free Trial Experience Redesign

Strong interest in the Free Trial wasn't translating into activations. Users dropped off well before reaching eSIM setup — and the ones who pushed through often did so with hesitation. The real gap wasn't technical, it was emotional: the experience didn't feel safe enough to trust.

1. 01Mapped the full activation funnel with analytics + qualitative interviews to find emotional, not just technical, friction points.
2. 02Restructured eligibility, compatibility and eSIM steps into a single guided flow with progressive disclosure and recovery paths.
3. 03Wrote supportive microcopy with content design — replacing technical jargon with reassurance at every fail state.
4. 04Prototyped parity between iOS and Android, closing the platform experience gap.

One of two senior designers on the project, I partnered closely with my design counterpart and we split the work evenly. I led competitive analysis, shaped requirements with stakeholders, and sat in on both rounds of user interviews — contributing to synthesis alongside the research team. I drove UX and UI iterations, built the prototypes, and collaborated daily with our content strategist, accessibility coach, marketing, product, and business partners. I ran feasibility checks with engineering at every critical milestone, presented to leadership for alignment and approvals, and delivered ship-ready files for handoff.