The Challenge
Fragmented Tools, Frustrated Teams
T-Mobile’s in-store teams faced increasing pressure to deliver fast, personalized service — but the tools they relied on weren’t designed for seamless support. Retail Service Representatives (RSRs) juggled multiple legacy systems to find basic customer information, slowing interactions and reducing accuracy.
Key Challenges
Fragmented systems: Customer, account, and device data were spread across multiple disconnected tools.
Limited personalization: Without a unified customer view, reps couldn’t easily tailor offers or anticipate needs.
Inefficient workflows: Constant app-switching and manual lookups increased handling time and errors.
Manager blind spots: Store leaders lacked real-time visibility into team performance and customer trends.
The result — slower service, missed opportunities, and inconsistent customer experiences across retail locations.
Client
VIA
ROLE
UX Strategy & Direction: Defined vision, frameworks, and success metrics.
Experience Design: Created wireframes, prototypes, and visual systems aligned with data models.
Stakeholder Facilitation: Led cross-functional workshops bridging UX, data, and engineering.
CX Integration: Ensured designs aligned with broader MCCT transformation goals.
Platform(s)
Tablet, Web, and Large Screen Interfaces
Project Duration
26 Months — A multiple-stage engagement across multiple, integrated products.
Focus Areas
Information Architecture, UX Strategy, Service Design, Data Visualization, Enterprise Dashboard UX
TEAM
• UX Design Lead (Tim)
• Engagement Manager
• Front-end developer
• Multiple Client Stakeholders
Objective
Creating a Unified Service Experience
The CTUX initiative sought to empower front-line employees with a single, predictive, and personalized interface — consolidating key customer data and surfacing clear next steps.
As visualized in the T-Mobile CTUX Overview infographic, this effort extended the Multi-Channel Customer Touch (MCCT) program launched in 2013, evolving T-Mobile’s service model from reactive to proactive — delivering the Right Offer, at the Right Time, through the Right Channel.
Core Objectives
Unify customer data: Centralize account, device, and engagement history for quick comprehension.
Enable personalization: Present contextual “Next Best Action” insights for each customer.
Simplify workflows: Reduce clicks, cognitive load, and task time for front-line teams.
Enhance visibility: Provide managers with clear, actionable performance analytics.
The vision was simple but ambitious: to make every employee interaction smarter — and every customer interaction feel more human.
Approach
Turning Data into Actionable Design
Design solution
In-Call Center
Right-Action at the Right Time
A personalized overview showing customer status, key metrics (usage, payments, open tickets), and quick actions.
Recommended "next-best-action"
AI-driven product, service, and device information as determined by their customer history, data, device, social, marketing, and other available information.
Interaction Timeline
A visual history of touchpoints across channels — from in-store visits to digital interactions — designed for quick pattern recognition, understanding of historical context.
Marketing and social
Quick insights into marketing offers and campaigns available to customers and access to other relevant information to help guide the CSR to finding new "Right Offer At The Right Time."
design solution
In-Store: Mobile
Customer information and solutions in their hands
A personalized overview showing customer status, key metrics (usage, payments, open tickets), and quick actions.
Recommended "next-best-action"
AI-driven product, service, and device information as determined by their customer history, data, device, social, marketing, and other available information.
Interaction Timeline
A visual history of touchpoints across channels — from in-store visits to digital interactions — designed for quick pattern recognition, understanding of historical context.
Marketing and social
Quick insights into marketing offers and campaigns available to customers and access to other relevant information to help guide the CSR to finding new "Right Offer At The Right Time."
Objective
Results and Impact
The CTUX pilot delivered measurable improvements in both efficiency and experience quality:
Metric
Impact
Time-to-Serve
Reduced by ~40% during pilot testing
Click Reduction
Over 35% fewer interactions per task
Customer Satisfaction (CSAT)
Increased 20–25% in post-visit surveys
Reflection
CTUX remains one of the projects I’m most proud of — not only for the design outcomes but for the cultural shift it represented. We turned a complex, siloed ecosystem into an elegant, human-centered product that helped real people — T-Mobile’s retail employees — deliver better experiences for millions of customers.
It was a perfect example of what I love about UX at scale: using data, empathy, and design clarity to empower the people behind the brand.
