T-Mobile
T-Mobile.com
Search Experience
Role: Lead UX Designer
Results:
105% engagement increase
94% decrease in null results
661% increase in buying intention
Role and Responsibility
As the UX Lead for the search redesign project at T-Mobile, I was tasked with spearheading the design of the search experience and results page across all T-Mobile platforms. This project was one of several high-priority initiatives I led concurrently.
Key responsibilities included:
Designing the end-to-end search experience
Strategizing to meet ambitious KPIs
Navigating organizational complexities
Balancing tight deadlines with limited resources
Advocating for UX best practices in a fast-paced environment
Search in it’s full glory :/
Collaboration
The search project required me to navigate a complex organizational landscape and collaborate across multiple teams:
Partnered closely with the Product Manager, on strategy and design decisions
Engaged with engineering teams to understand technical limitations and design within constraints
Coordinated with research teams to leverage existing data and insights
Advocated for UX inclusion in project scoping and planning meetings
Liaised between Design, Product, and Engineering to ensure alignment and progress
This experience continued to develop my my ability to navigate intricate organizational structures and drive collaboration across diverse teams.
Process
Given the project's constraints, I adopted a pragmatic yet user-centered approach:
1. Strategic Planning:
Aligned on key objectives: increase search usage, decrease zero-result searches, improve CSAT scores, and reduce time-on-task
Advocated for UX involvement in early project scoping to ensure user needs were considered from the outset
2. Research and Analysis:
Leveraged existing research and data to inform design decisions
Conducted interviews with the research team to gain deeper insights into user journeys
Analyzed user behavior data to understand current search patterns and pain points
3. Precedent Analysis:
Conducted extensive precedent analysis, drawing insights from industry leaders
Balanced innovation with established patterns to ensure a familiar yet improved search experience
4. Iteration and Design:
Developed design concepts that addressed user needs while working within technical constraints
Iterated rapidly based on feedback from stakeholders
5. Testing and Validation:
Implemented A/B testing to validate design decisions before full deployment
Continuously monitored key metrics to ensure we were moving towards our goals
Throughout the process, I maintained a strategic focus, always considering how the search experience could support broader business goals while enhancing the overall user experience across T-Mobile's digital touchpoints.
Researching top search results at T-Mobile
Outcome
Despite the challenging constraints, the project achieved significant successes:
24% increase in overall search usage
2% increase in phone sales directly attributed to search
10% improvement in CSAT scores for search
59% decrease in zero-result searches
Null search results design
Reflection
The search project at T-Mobile was a valuable experience that further developed my skills as a senior UX leader:
1. Strategic Thinking:
I hones my ability to balance immediate project needs with long-term UX vision.
2. Stakeholder Management:
Navigating complex organizational structures and advocating for UX best practices leveled up my ability to influence without direct authority.
3. Resource Optimization:
Working with limited time and resources pushed me to be creative and efficient, skills that are invaluable in any high-level UX position.
4. Cross-functional Leadership:
Acting as the bridge between Design, Product, and Engineering reinforced my ability to speak multiple "languages" and facilitate collaboration across disciplines.
5. Data-Driven Decision Making:
Leveraging existing data and implementing A/B testing showcased my ability to make informed design decisions that drive measurable business results.
This experience reinforced my readiness for staff or principal level UX roles, where the ability to navigate complex organizational dynamics, drive strategic initiatives, and deliver measurable impact is paramount.
Looking ahead, I'm excited about the future of search experiences, particularly with the integration of AI and LLMs. I see immense potential for search to evolve beyond a mere navigational tool into a delightful, predictive user experience.
Recommending dynamic non-product results