Total Wireless App
Background
Total Wireless, a telecom brand known for offering affordable wireless plans, found itself struggling to retain customers in an increasingly competitive market dominated by user-friendly and tech-forward competitors. The existing app design failed to meet the expectations of modern users, leading to confusion, frustration, and high churn rates. The outdated interface and lack of clear navigation undermined the brand’s value proposition of simplicity and affordability, creating a disconnect between its promises and user experience.
Solution
We reimagined the Total Wireless app with a focus on user-centric design. A key part of the redesign was a simple, functional dashboard that allowed users to quickly accomplish tasks like refilling their plan. We revamped critical features, including a more intuitive payment flow and the ability to easily change plans directly in the app. Additionally, we built a comprehensive design library for consistency and scalability while incorporating accessibility annotations to meet ADA standards and ensure usability for all.
My role as Visual Design Lead was to set the creative direction for the UI, which included how the new Total Wireless branding could be applied to a digital experience, and ensure the chosen style was rolled out consistently across all areas of the app. This included a ‘concepting phase’ where a wide range of design approaches were presented to the client to ensure that we were hitting the correct visual style anticipated by our client stakeholders. We then worked in 2 week sprints to tackle each area of the app, and ensuring that components and solutions were utilized across the experience where possible. Finished designs were handed off to the development team with full documentation included.
Workshop
We led an in-person workshop with key team members from Total Wireless to deeply understand user pain points and the functionality limitations of the existing app. This included sketching exploration sessions, getting feedback from the team, which enabled us to iterate and narrow down our concepts, ready to begin high-fidelity designs.
Dashboard
We discovered that the existing dashboard design, heirarchy and disjointed navigation approach made it difficult for users to complete their most important tasks efficiently. To address this, we moved the navigational items into a more familiar task bar at the bottom of the screen, and designed a dashboard focused on helping users accomplish key tasks with ease. This allowed us to merge user needs with business goals, creating a seamless experience that drives engagement and retention.
Design System & Component Library
During this project, we utilized and contributed to a larger design system that encompassed styles and core components for the Total Wireless web site, to ensure consistency across the platforms. We also created a component library specifically for the Total Wireless app, which pulled styles from the design system.
Payment
We designed an intuitive payment flow that makes managing your plan simple and stress-free. By streamlining the process with clear steps and minimal friction, users can quickly pay their bill or enroll in Auto Pay directly from the app.
