T-Mobile Research Case study: A deep dive into their user account section.

See! I wasn’t joking! T-Mobile Headquarters, Seattle, WA
  • Also, to find gaps in the UX/UI design
  • The use of content and microcopy across the platform
  • The design inconsistencies
Competitors User Account Page
  1. Determine how well your product meets the needs and expectations of your users, and whether they find it easy and comfortable to use.
  2. Learn how well users can complete the assigned tasks, and identify areas of struggle or difficulties.
  3. Observe how users interact with the product’s UI and uncover instances where design improvements could result in improved user experience.
  4. User feedback is too valuable to miss and from this, you potentially get direct feedback from users about their experiences.
  5. Identify any technical issues that arise during testing, such as bugs, crashes, or slow performance, and work to resolve them.
  • A Survey Sampling was conducted to give me an idea of the users I needed for my project for the best possible results.
  • I selected 5 participants based on their age, profession, and awareness of the brand/product.
  • Decided to conduct video interview-based usability testing on Zoom and created a consent form to be sent to the users for their approval and participation.
  • Selected two major tasks that will take the users across the major sections in the user account flow.
    – Recharge Account Balance
    – Change the plan subscription
  • Created a post-test survey to get an in-depth understanding of every action taken by the users and their perspective on the website.
Plan renewal task flow
Edit plan task flow
Graphs based on users response to surveys
  • Firstly, all participants found the renewal of current plan was an easier task in comparison but had its own flaws.
  • 3 out of 5 participants struggled to find the CTA to begin their Change Plan task.
  • 3 out of 5 participants needed help and took more time to compare and choose a plan.
  • All the participants verbally raised an issue with the terminologies and the copy used across the tasks.
  • Few participants found the navigation of the site to be confusing.
  • There was visible frustration seen among the participants due to the time taken for them to complete the task.
Users’ response to the UX of the website and their opinions.
  • The participants constantly scrolled up and down to see the entire page.
  • Every page took time to load with few taking more than 5 seconds.
  • The layout of the page did not follow the usual ‘F-shaped’ format. It was center-aligned with information scattered around making it hard for participants to focus on one thing.
  • The design was not pulling attention toward the CTAs that needed attention to perform the tasks.
  • The layout of the plans page was a nightmare as it did not have a tabular format (at first, they recently replaced the radio buttons to a basic table) in place making it difficult for users to compare and decide.
  • There were too many steps to complete the checkout process. It can all be condensed into 2 steps.
  • The page is not very responsive as it took its own time to process interactions and had to refresh multiple times to reflect the results.
  • During this research, users were lost after landing on the home account page which lacks in consistency of design, and prioritization of information. They didn’t anticipate the needs of an incoming user to add conspicuous elements to catch their attention instantly.
  • The CTAs like ‘Edit Plan’ or ‘Change Line’ was given very less priority and no iconography is seen throughout the page to reinforce Bottom-up or top-down processing psychologies.
  • When users come to choose a plan, the plan page architecture is nothing but a cognitive load for the users to go through. The plans were used not designed under the comparative table but are given radio buttons which when clicked show the plan’s details. ( This has been updated after Jan 2023).
  • The Active plan is mentioned multiple times in the top section of the page with a CTA ‘Keep existing plan’ as the primary button. (Why would users come to this page to keep the existing plan?)
  • The CTA to go to the next step is way down at the bottom of the page creating a lot of confusion and completely designed against the psychological principles of attention.
  • This page doesn’t inform the user what it offers and what the user must be doing. Upon closer look, it has two dropdown sections that include additional services like international packages, port protection( not a good feature name), and more.
  • The CTA again does not sound very user-friendly and it does not give any idea as to the user what the next step is going to be.
  • In this penultimate step, users are asked to choose the order date which can be done in the previous step. With all these steps, this task seems to be long and winding. And again the CTA says Add to Cart.
  • And only in the final stage of the process, the user can give out a sigh of relief as it is simple to select the payment option and proceed with payment.
  • The steps required for changing a plan could be reduced — it could be completed in just 2 screens.
  • To keep all plans simple and informative on one page rather than going through multiple pages to choose the same plan or any addons.
  • Maybe having a landing page would be good as I was clicking on the T-mobile logo hoping to be taken to the homepage.
  • Making it more usable. It is currently a little difficult to use.
  • Reduce the number of steps.
  • Conducting usability testing on Zoom.
  • Getting to decode user behavior based on the recordings
  • Creating user flows, scenarios, and tasks.
  • Learning the psychology of human behavior behind the design decisions we take.

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