Building T-Mobile for Business's top revenue flow: support calls dropped by half
Unifying at Scale
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.
Unlike consumers, business customers couldn't add services online. Wireless and business solutions lived in different, fragmented systems, driving high call volume, frustration, and lost revenue for T-Mobile's most critical journey.
Leadership aimed to unify products into one flow, enabling self-service and cross-selling, while cutting costs.
I led the transformation from complexity to OneStream, one scalable experience from a single line to enterprise accounts.
OneStream: Balancing Business Trade-Offs
Create one unified workflow for wireless and 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, for example, comparing plans side by side, seeing free add-ons at a glance, and saving progress mid-cart.
Step 3: Strategy
AI Guided Shopping
To support OneStream, we built an AI Advisor directly into the shopping experience.
It guided complex decisions, cut support calls, and suggested cross-selling, moving faster while building customer confidence.
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 customers' existing mental model.
AI Enabled Enterprise Commerce
Customers needed guidance, not more choices. That led to OneStream's product-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.
Cross-System Impact
OneStream rebuilt T-Mobile for Business's top revenue flow, lifting success from 5% to 70%.
Support calls dropped by half, average order value rose over 30%. This became T-Mobile's model for unifying core and non-core products, enabling scalable self-service and faster delivery through reusable components.
