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Known as the "Un-carrier" for putting customers first, T-Mobile launched Magenta Status to reward loyalty with VIP perks in travel, lifestyle, and entertainment.
+90%
Unique Visitors Increased
+1.3K
Apple TV+ 6-mo Trial Engagement Increase
+2.6K
Data & Text...Abroad Engagement Increase
+2.6K
AppleTV+ On Us Engagement Increase
+10.8K
Netflix On Us Engagement Increase
UX SERVICES RENDERED:
User Research & Insights
Heuristic Review
Competitive Benchamarking
IA & Interaction Design
Wireframes, UI, Prototypes
Accessibility/ADA Compliance
Cross-Functional Collabs
The Challenge
Despite premium offerings, Magenta Status had low awareness and engagement.
Research revealed:
1. Confusion at onboarding: Customers weren’t introduced to benefits clearly.
2. Static benefits page: Non-interactive, hard to scan, lacking hierarchy.
3. Accessibility gaps: Limited text scalability, low contrast, and no semantic structure excluded some users.
4. Perceived undervaluation: Customers didn’t feel “VIP” because perks weren’t surfaced in a meaningful way.
The UX challenge was clear: transform a flat, overlooked benefits page into an engaging, accessible, loyalty-building experience.
Visualizing the customer journey: Discovery -> Activation -> Managing Subscriptions
Strategy & Approach
Grounded in Research
• Conducted a heuristic review that highlighted missed opportunities.
• Mapped customer journeys based on personas — “The Value Seeker” and “The Experience Explorer.”
Defining & Aligning
• Facilitated whiteboarding sessions with stakeholders and engineers.
• Balanced user needs, business OKRs, and technical feasibility.
Accessibility First
• Built components that met WCAG AA standards.
• Ensured color contrast, larger tap targets, and screen-reader compatibility were designed in from the start, not retrofitted later.
Iterative Design
• Prototyped and tested dynamic benefit cards with real customers.
• Refined navigation and copy to maximize clarity and discoverability.
Wireframes - laying out the customer experience with information architecture, structure, and layout
Solution
The new T Life app became the home for Magenta Status — a unified hub that included all T-Mobile benefits.
✔ Dynamic, Interactive Benefit Cards
Easy to browse, ADA-compliant, and visually distinct.
✔ Clear Value Messaging
Benefits explained at a glance, reinforcing the “VIP from day one” promise.
Brought together Magenta Status, T-Mobile Tuesdays, and account-linked perks (streaming, travel, connected devices). ✔ Inclusive by Design
Every component passed accessibility testing, ensuring equitable access for all customers.
Unlike “earn-to-redeem” loyalty programs, Magenta Status was reframed to deliver VIP treatment instantly, without hoops.
Magenta - on Mobile
Magenta - on Desktop
Outcome
The redesigned experience made a measurable business impact:
💥 90%+ unique visitors engaged with Magenta Status after launch—without heavy marketing.
💥 Benefit engagement surged:
• Netflix On Us: 10.8K clicks
• Apple TV+ On Us: 3.4K clicks
• Int'l 'Text & Data: 2.6K clicks
💥 Higher satisfaction & perceived value in post-launch surveys.
💥 Full ADA compliance—confirmed by internal audits—marking a major inclusivity milestone.
The full experience established a scalable ecosystem: future-ready for devices, account management, and expanding perks.
Redesign Value & Impact
My UX leadership was pivotal in transforming Magenta Status from an undervalued page into a highly engaging loyalty-driver.
💥 Clarity & Trust: Simplified flows that reinforced T-Mobile’s VIP promise.
💥 Engagement & Retention: Direct correlation between redesigned experience and spike in usage.
💥 Accessibility: Advocated for ADA compliance, ensuring inclusivity wasn’t optional but foundational.
💥 Strategic Value: Bridged user needs and business OKRs, ensuring the design not only looked good but delivered measurable results.
The end result was a design that delighted customers, strengthened loyalty, and positioned T-Mobile for long-term success.
