Sprint T-Mobile Migration

In early 2020, T-Mobile purchased Sprint.

Sprint customers were told it was a merger and there was no action to take. Now T-Mobile needs to shut down redundant cell towers and begin to phase out legacy Sprint systems. As of May of 2021 though, 76% of Sprint customers were still unsure who their carrier was and if they needed to take action. It was clear that T-Mobile needed a way to educate customers, alleviate their fears, and empower them to self-service migrate.

We needed an experience that would allow eligible customers to take action and equip ineligible customers with the next steps to resolve their ineligibility. It’s a complex problem we needed to deliver as simply as possible. We decided on a hub-and-spoke approach that customers would be taken to from their dashboard. They’d get bite size information about Migration and links to a deeper dive if they’re curious. And they’d get line by line support and next steps.

Here’s a link to the mobile prototype if you’d like to navigate it yourself.

This microsite Migration Hub experience went live November 16th, 2021. There was an immediate 82% increase in SIM orders with an 18% increase directly from the Migration Hub and a 26% increase from the "Manage Your Move" page.

We wanted this to be the best possible experience for customers though. Due to the emergency nature or needing to enable customers to migrate paired with the stats we were getting back about the lack of customer awareness, that first Migration Hub, while very successful, was very rushed. We immediately began iterating to make the experience more engaging and more informative with the intent of building trust with Sprint customers and giving them a sense of autonomy in an otherwise difficult situation.

The next phase included In-Store Migration checklists, and a Migration Advisor quiz that guided customers through the best way to Migrate as well as a more engaging Migration Hub complete with Animations, clearer SIM swap swap instructions, and a video and eBook alternative to be more inclusive of different learning styles.

Here’s a link to those mobile prototype experiences, sans animations.