Mint Mobile: Designing the growth behind wireless's first billion-dollar challenger.
Mint Mobile set out to become wireless's first billion-dollar challenger, a goal that meant winning new customers through clever marketing, streamlined purchase flows, and simplified plan activation, while modernizing the web and app-based tools needed to support and retain them.
Leading the Redesign
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As Associate Creative Director of UI/UX, I led these product design initiatives, managing a team of 10 designers while personally designing programs like the Mint Family Plan, eSIM, 2FA, and device sales. I also supported marketing on national ad campaigns featuring Ryan Reynolds.
Partway through my tenure, the department's vision shifted from UI/UX toward a broader experience design practice, and my title changed with it, to Experience Design Lead.
Introducing new tools and testing methods, and working closely with cross-functional partners, let us reshape our design process to work faster and smarter. Overseeing UI/UX through a period of rapid growth, we hit our business goals and helped set the stage for Mint Mobile's acquisition by T-Mobile.