T-Mobile’s Magenta Status
Designing a centralized digital hub for customer benefits and subscriptions
Many customers don’t associate T-Mobile with exclusive perks or subscription offerings—largely because there hasn’t been a single place to discover them. Magenta Status changes that. This new digital hub brings everything together in one intuitive platform, where customers can find, activate, and manage their benefits with ease. From rate plan perks and T-Mobile Tuesdays to Club Magenta exclusives and bundled subscriptions, Magenta Status makes value visible.
Honorable notes
Awarded the Q1 2024 “Rising Above the MIX” for direct contributions to the Magenta Status experience.
Magenta Status was featured twice as part of T-Mobile’s Uncarrier Move during the 2024 Super Bowl.
What was the problem?
T-Mobile lacked a centralized platform to showcase benefits and subscriptions—leading to gaps in the customer experience:
Navigation Complexity: Customers struggled to navigate through various pages and applications to access information and manage their benefits and subscriptions.
Information Fragmentation: Benefit descriptions were inconsistent and spread across different flows
Low Awareness: Customers were unaware of the total value they received from their benefits.
How did I help?
As the UX Designer, I led the end-to-end design of a brand-new experience grounded in user needs—making it easier for customers to discover, understand, and manage their T-Mobile benefits.
Collaborated with cross-functioning team:
Designers, Copywriter, Accessibility Coach, Design Systems team, UX Researcher, Product Manager
“I call customer service if I have to manage or add benefits. I’m not sure where I’d find that information online.”
— Participant from User Testing
How might we create a centralized, content-rich experience that allows customers to easily discover, purchase, and activate both benefits and subscription products—all in one seamless platform?
The goals of Magenta Status
Increase Value Awareness
Educate customers on the full value of their plan to create a more informed and engaged subscriber base.
1
Boost Benefit Conversions by 15%
Targeting increased activation of "T-Mobile’s On Us" benefits within a five-year timeframe.
2
Reduce Churn by 2%
Strengthen long-term customer relationships by improving the visibility and accessibility of value-driven offerings.
3
Expand Subscription Conversions
Encourage adoption of subscription services to attract new customers, build loyalty, and deepen engagement.
4
Who was I designing for?
Defining the Foundation: Benefits vs. Subscriptions
I had a brainstorming session with a designer and product manager to clarify definitions between benefits and subscriptions and to develop the information architecture.
Image of definition portion of brainstorm session
We then explored multiple approaches to information architecture—comparing structures that separated benefits and subscriptions versus those that integrated them—to determine which model best supported usability and discoverability.
Image of various explorations for benefit hub
Image of a merged exploration for benefit and subscriptions
Mapping the Customer Journey
Throughout the design process, I consistently referenced the journey map to ground decisions in the customer experience. It helped me understand user intent, identify potential friction points, and ensure that each step of the flow aligned with real-world behaviors and expectations.
Credit to Kettle
Building a Benefit Repository
To better understand the structure and variability of each offering, the team created a comprehensive repository outlining the flow and activation process for every benefit. This helped us identify patterns, inconsistencies, and opportunities for a more scalable and intuitive experience.
Image of benefit repository
Usability Testing: Exploring Discoverability and Clarity
We conducted usability testing to evaluate how well participants could navigate the Benefit Hub. Tasks included signing up, finding, canceling, adding, and upgrading benefits and subscriptions. The test environment combined both types of offerings in a single experience.
Key Findings:
✅ Most participants were able to find and manage benefits, subscriptions, and add-ons.
🔍 Starting points varied depending on each participant’s familiarity with whether a service was a benefit or an add-on—revealing a strong reliance on prior knowledge.
❓ The distinction between benefits and subscriptions was unclear to many, and often seen as unnecessary or confusing.
⚠️ Participants struggled to understand the difference between labels like “On Us” vs. “Included”, which created hesitation around activation
Final Magenta Status prototype
Results and impacts
Following the launch of Magenta Status on October 10, 2023, customers now have a centralized, seamless experience to explore and manage their T-Mobile rate plan benefits.
Key Highlights:
💡 Over 90% unique visitor engagement with the new Benefit Hub
58% via web
42% via the T-Mobile app
Achieved organically—with no dedicated marketing, social, or employee communication
📈 Significant increase in benefit interaction
On launch day, the top five benefit cards saw a strong surge in engagement:Netflix On Us – 10.8K clicks
Apple TV+ On Us – 3.4K clicks
Data & Texting While Abroad – 2.6K clicks
Apple TV+ 6-month Trial – 1.3K clicks
Inflight Connection – 1.2K clicks
Areas of improvement
Figma Efficiency: Maximize use of Figma components to streamline design efforts and reduce redundant work.
Handoff File Organization: Improve clarity during handoff by clearly labeling files as Work in Progress (WIP), Ready for Handoff, and incorporating better version control.
Challenges faced
Lack of Project Manager
Without a PM on the project, I—along with other designers—stepped in to manage coordination efforts. This included setting timelines, organizing stakeholder meetings, and prioritizing design tasks, all while continuing to deliver UX work.
Scope Creep and Requirement
Frequent scope changes and last-minute asks led to rushed iterations and occasional rework. As the design team moved quickly, we initially sacrificed Figma hygiene. Eventually, we paused to realign, prioritize, and build reusable components to restore structure and efficiency.
VP Review Preparation
Recurring executive reviews brought constant pressure to polish designs and narrative. However, these sessions became a catalyst for growth—sharpening my storytelling skills, refining how I framed “what” and “why,” and backing decisions with data and rationale.
Next steps
Flow Optimization: Continue refining and simplifying user flows to enhance clarity and reduce friction.
Native App Release: Prepare and prioritize the launch of the Magenta Status experience on the T-Mobile native app, with a focus on accessibility, performance, and broader engagement.
MAGENTA STATUS 2024 SUPERBOWL AD
MAGENTA STATUS 2024 SUPERBOWL AD
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