AI-Enabled Growth: OneStream Strategy
Rebuilding T-Mobile for Business's Top Revenue Flow: Success Rate Up from 5% to 70%
Unifying at Scale
Unlike consumers, business customers couldn't add services online. Core and non-core products lived in separate, clunky systems, driving high call volume, frustration, and a top revenue flow converting at just 5%.
Leadership aimed to enable self-service and cross-selling, unify products into one flow, and cut costs.
I led the transformation from complexity to OneStream, one scalable experience from a single line to enterprise accounts.
Role: Product Design Lead, driving design strategy and stakeholder alignment across a 15-person cross-disciplinary team, product, engineering, and research.
AI tools: Figma AI, User testing and Claude.
OneStream: Balancing Business Trade-Offs
Create one unified workflow for core (wireless) and non-core (business solutions), enabling cross-selling without overloading customers with complex product info. Consistent across platforms, flexible where needed.
I led cross-functional teams to prioritize the roadmap. Step 1: Research driven by stakeholder interviews, competitive analysis, and UX audits. Insights shaped strategy, design, prototyping, and user validation, all accelerated by AI.
Step 2 Insights: Behavioral, Systemic, Data-Driven
Business customers needed confidence buying complex wireless and business solutions, with the simplicity of a consumer experience.
Research surfaced clear needs: comparing plans side by side, seeing free add-ons at a glance, and saving progress mid-cart.
Step 3: Strategy
AI Guided Shopping
Unlike consumers, business customers couldn't add services online. Core and non-core products lived in separate, clunky systems, driving high call volume, frustration, and a top revenue flow converting at just 5%.
Leadership aimed to enable self-service and cross-selling, unify products into one flow, and cut costs.
I led the transformation from complexity to OneStream, one scalable experience from a single line to enterprise accounts.
OneStream. Unified by AI.
One scalable, AI-guided approach for cross selling across wireless and business solutions, built around technical complexity, compliance, and sales requirements, with accessibility improvements and a web-first MVP guided by JTBD.
Design System
Contributed to a scaling design consistency across a complex enterprise platform.
Core system elements: color, typography, and reusable components.
Step 5 & 6: Prototype & Validate
Version 1
Organized by task, each button pulling from whatever products it needs behind the scenes. Removed the translation step, but users struggled to match their task to the right button.
Version 2: winner
Organized by product. Even occasional, non-technical admins found it easier to scan, matching how customers already think.
AI Enabled Enterprise Commerce
Customers needed guidance, not more choices. That led to OneStream's task-first entry point and an AI Advisor for real-time decisions, with progress indicators easing cognitive load and friction during wait times.
End-to-End Design Ownership
(1) Categories page listing core and non-core products in one entry point, enabling cross-selling from the start.
(2) Product Configuration page guided wizard covering device, plan, and checkout, handling bulk uploads and pairing with the AI Advisor for real-time insights
(3) Wait state turns backend processing into an upsell moment, surfacing complementary solutions and turning friction into a revenue opportunity.
Raising the Bar
A 25%+ CTR benchmark and 10%+ sales growth ultimately brought leadership's target premium brands: KitchenAid and Cuisinart.
It became the first category to roll out the new content system org-wide, and the model other categories followed for content-driven discovery and brand partnerships.
