Finding T-Mobile's North Star

01

Challenge

T-Mobile is one of the leading phone carriers in the United States, with a flood of new services and products arriving alongside the 5G revolution. Its strength has always been a unique brand position — the un-carrier — built on a string of category firsts: breaking the contract, the first true unlimited plan, unlimited North America roaming. The question we set out to answer: how do we tell that story through digital channels, dramatically improve usability, and convert the foot traffic in T-Mobile's retail stores into measurable digital sales?

02

Idea

Being 'in agency' for a brand means seeing it holistically across channels, departments and customer journeys. We embedded with the CMO, the VP of Technology and the VP of Consumer Insights to run a hypothesis-led discovery, then validated the most important assumptions through extensive home page testing, focus groups and moderated user testing. In parallel, we mapped the seams between the consumer insights and digital teams to find where research was getting stuck before it reached the people building the site.

03

Solution

We ran a multi-phase program of home page A/B testing, focus groups, and quantitative + qualitative user testing across mobile and desktop — including the plan-comparison and switch flows that drive the bulk of conversion. Those insights fed a Customer-First Strategy and an omnichannel brand framework presented to the CMO's leadership team. We then redesigned the workflow between consumer insights and digital so research moved from study → decision → ship in days, not quarters — giving every team a shared source of truth and a faster path to action.

04

Outcome

Sharper home page experiences, a clearer plan-selection journey, and a tightly connected operating model between insights and digital — together driving a 600% increase in sales originating in T-Mobile's retail stores and converting on the website.