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Streamlining the Wireless Shopping Experience
Streamlining the Wireless Shopping Experience
Redesigning LetsTalk.com to empower informed decisions and drive engagement for both the customer base and businesses. By leveraging user-centered design principles, a refreshed brand identity, and a modular content strategy, this project tackled key usability gaps while aligning with the company’s goals.
Overview
LetsTalk.com is a San Francisco-based online retailer specializing in cell phones, wireless devices, and service plans. The platform offers extensive product options, comparison tools, and personalized solutions for both individual consumers and corporate clients. However, the growing complexity of customer needs and a outdated UI hindered its ability to fully deliver on its promise of seamless shopping and decision-making.
While there are typical design patterns that most e-commerce sites follow, the shopping experience for cell phones and carrier pricing introduces a unique level of complexity. Redesigning the shopping experience required rethinking conventional flows and creating a solution tailored to LetsTalk’s audience. This meant developing an intuitive checkout flow and implementing smart page filtering to empower users to navigate a complicated marketplace with ease, enabling them to find devices and plans that truly meet their needs.
Research/Strategy
User Journey Mapping
Proto-Personas
Prototyping
User Testing
Design/Production
Visual Language
Design Systems
UI Design
HTML/CSS Templating
Role
UX/UI Designer at LetsTalk
Year
2012
LIVE SITE →
The Challenge
How might we create an efficient shopping experience that allows users to compare, select, and purchase cell phones and service plans easily, while supporting business and individual customer needs? The goal was to enhance the user experience and facilitate informed decision-making that would support ongoing marketing efforts. This required tackling the following core challenges:
The Challenge
How might we create an efficient shopping experience that allows users to compare, select, and purchase cell phones and service plans easily, while supporting business and individual customer needs? The goal was to enhance the user experience and facilitate informed decision-making that would support ongoing marketing efforts. This required tackling the following core challenges:
The Challenge
How might we create an efficient shopping experience that allows users to compare, select, and purchase cell phones and service plans easily, while supporting business and individual customer needs? The goal was to enhance the user experience and facilitate informed decision-making that would support ongoing marketing efforts. This required tackling the following core challenges:
Complex Product Comparison Process
Customers struggled to compare phones and service plans due to limited filtering options, unclear specifications, and a lack of side-by-side comparison tools.
Fragmented Navigation and Shopping Flow
The existing site structure made it difficult for users to locate products or complete their purchase journey efficiently, leading to higher drop-off rates and cart abandonment.
Outdated Branding and User Interface
The website’s visual identity and interface failed to reflect the innovative, tech-focused nature of the company, creating a disconnect between user expectations and brand perception.
Complex Product Comparison Process
Customers struggled to compare phones and service plans due to limited filtering options, unclear specifications, and a lack of side-by-side comparison tools.
Fragmented Navigation and Shopping Flow
The existing site structure made it difficult for users to locate products or complete their purchase journey efficiently, leading to higher drop-off rates and cart abandonment.
Outdated Branding and User Interface
The website’s visual identity and interface failed to reflect the innovative, tech-focused nature of the company, creating a disconnect between user expectations and brand perception.
Complex Product Comparison Process
Customers struggled to compare phones and service plans due to limited filtering options, unclear specifications, and a lack of side-by-side comparison tools.
Fragmented Navigation and Shopping Flow
The existing site structure made it difficult for users to locate products or complete their purchase journey efficiently, leading to higher drop-off rates and cart abandonment.
Outdated Branding and User Interface
The website’s visual identity and interface failed to reflect the innovative, tech-focused nature of the company, creating a disconnect between user expectations and brand perception.
Persona Development
Based on preliminary research, I developed five archetypal proto-personas to represent LetsTalk.com’s audience, focusing on user goals, frustrations, and shopping habits. These personas provided a foundation for user-centered design decisions throughout the project and informed all aspects of the shopping flow.
Persona Development
Based on preliminary research, I developed five archetypal proto-personas to represent LetsTalk.com’s audience, focusing on user goals, frustrations, and shopping habits. These personas provided a foundation for user-centered design decisions throughout the project and informed all aspects of the shopping flow.
Persona Development
Based on preliminary research, I developed five archetypal proto-personas to represent LetsTalk.com’s audience, focusing on user goals, frustrations, and shopping habits. These personas provided a foundation for user-centered design decisions throughout the project and informed all aspects of the shopping flow.
Shopping Page Design
The shopping page was redesigned to address the unique needs of LetsTalk.com’s users. To simplify navigation and provide intuitive tools for comparing products and service plans.
Shopping Page Design
The shopping page was redesigned to address the unique needs of LetsTalk.com’s users. To simplify navigation and provide intuitive tools for comparing products and service plans.
Shopping Page Design
The shopping page was redesigned to address the unique needs of LetsTalk.com’s users. To simplify navigation and provide intuitive tools for comparing products and service plans.
Clear Filtering Options
Intuitive filters for product type, features, brand, and price range to allow users to easily narrow down options.
Quick Comparison Tool
Enabled users to select and compare multiple products side-by-side, highlighting specs, plan compatibility, and pricing.
Visual and Informational Balance
Used a combination of product images, brief descriptions, and price callouts to keep the page scannable while providing essential information.
Clear Filtering Options
Intuitive filters for product type, features, brand, and price range to allow users to easily narrow down options.
Quick Comparison Tool
Enabled users to select and compare multiple products side-by-side, highlighting specs, plan compatibility, and pricing.
Visual and Informational Balance
Used a combination of product images, brief descriptions, and price callouts to keep the page scannable while providing essential information.
Clear Filtering Options
Intuitive filters for product type, features, brand, and price range to allow users to easily narrow down options.
Quick Comparison Tool
Enabled users to select and compare multiple products side-by-side, highlighting specs, plan compatibility, and pricing.
Visual and Informational Balance
Used a combination of product images, brief descriptions, and price callouts to keep the page scannable while providing essential information.
The old shopping page featured an overwhelming amount of information without clear visual hierarchy, making it difficult for users to scan and compare products efficiently. Users struggled to narrow down choices due to poorly implemented filters and lack of clear categorization for devices and plans.
The new design prioritizes key information with a balanced visual hierarchy, showcasing products, prices, and plan compatibility in a scannable format.
The old shopping page featured an overwhelming amount of information without clear visual hierarchy, making it difficult for users to scan and compare products efficiently. Users struggled to narrow down choices due to poorly implemented filters and lack of clear categorization for devices and plans.
The new design prioritizes key information with a balanced visual hierarchy, showcasing products, prices, and plan compatibility in a scannable format.
The old shopping page featured an overwhelming amount of information without clear visual hierarchy, making it difficult for users to scan and compare products efficiently. Users struggled to narrow down choices due to poorly implemented filters and lack of clear categorization for devices and plans.
The new design prioritizes key information with a balanced visual hierarchy, showcasing products, prices, and plan compatibility in a scannable format.
The redesigned grid view for the product page emphasizes consistency and clarity, allowing users to easily scan through product listings with uniform cards displaying essential information like price, ratings, and carrier.
Prepaid phone options now feature simplified descriptions and carrier-specific filters, making it easier for users to select phones and prepaid plans without confusion.
The redesigned grid view for the product page emphasizes consistency and clarity, allowing users to easily scan through product listings with uniform cards displaying essential information like price, ratings, and carrier.
Prepaid phone options now feature simplified descriptions and carrier-specific filters, making it easier for users to select phones and prepaid plans without confusion.
The redesigned grid view for the product page emphasizes consistency and clarity, allowing users to easily scan through product listings with uniform cards displaying essential information like price, ratings, and carrier.
Prepaid phone options now feature simplified descriptions and carrier-specific filters, making it easier for users to select phones and prepaid plans without confusion.
Shopping Cart States
I designed an on-page shopping cart view with different states to improve the checkout experience and increase cart visibility and context. These cart states helped maintain a clear, accessible shopping experience while guiding users smoothly through the purchasing process.
Shopping Cart States
I designed an on-page shopping cart view with different states to improve the checkout experience and increase cart visibility and context. These cart states helped maintain a clear, accessible shopping experience while guiding users smoothly through the purchasing process.
Shopping Cart States
I designed an on-page shopping cart view with different states to improve the checkout experience and increase cart visibility and context. These cart states helped maintain a clear, accessible shopping experience while guiding users smoothly through the purchasing process.
Logo and Branding
LetsTalk.com’s logo was updated to reflect a more modern, approachable, and digital-focused brand. The new logo maintained brand recognition while introducing a cleaner, more flexible design suited to both web and mobile environments. The refreshed branding aligned LetsTalk.com’s appearance with its innovative, user-friendly approach to the wireless market.
Logo and Branding
LetsTalk.com’s logo was updated to reflect a more modern, approachable, and digital-focused brand. The new logo maintained brand recognition while introducing a cleaner, more flexible design suited to both web and mobile environments. The refreshed branding aligned LetsTalk.com’s appearance with its innovative, user-friendly approach to the wireless market.
Logo and Branding
LetsTalk.com’s logo was updated to reflect a more modern, approachable, and digital-focused brand. The new logo maintained brand recognition while introducing a cleaner, more flexible design suited to both web and mobile environments. The refreshed branding aligned LetsTalk.com’s appearance with its innovative, user-friendly approach to the wireless market.
Refined the color palette to enhance consistency across digital assets, ensuring a harmonious look and feel that is both professional and consumer-friendly.
Refined the color palette to enhance consistency across digital assets, ensuring a harmonious look and feel that is both professional and consumer-friendly.
Refined the color palette to enhance consistency across digital assets, ensuring a harmonious look and feel that is both professional and consumer-friendly.
Ongoing Marketing Support
In addition to the core redesign, I supported ongoing marketing efforts by creating creative assets and promotional banners to maintain engagement and boost conversion. This is an example of weekly promotional banners highlighting discounts and limited-time offers for the homepage and category pages.
Ongoing Marketing Support
In addition to the core redesign, I supported ongoing marketing efforts by creating creative assets and promotional banners to maintain engagement and boost conversion. This is an example of weekly promotional banners highlighting discounts and limited-time offers for the homepage and category pages.
Ongoing Marketing Support
In addition to the core redesign, I supported ongoing marketing efforts by creating creative assets and promotional banners to maintain engagement and boost conversion. This is an example of weekly promotional banners highlighting discounts and limited-time offers for the homepage and category pages.
PhoneTalk Blog Design
As part of the redesign project, I collaborated on the creation and ongoing maintenance of PhoneTalk, a blog platform designed to extend LetsTalk.com’s branding while serving as a hub for marketing and news-related content. The blog served as a platform to educate users about new phone models, carrier plans, and industry news.
PhoneTalk Blog Design
As part of the redesign project, I collaborated on the creation and ongoing maintenance of PhoneTalk, a blog platform designed to extend LetsTalk.com’s branding while serving as a hub for marketing and news-related content. The blog served as a platform to educate users about new phone models, carrier plans, and industry news.
PhoneTalk Blog Design
As part of the redesign project, I collaborated on the creation and ongoing maintenance of PhoneTalk, a blog platform designed to extend LetsTalk.com’s branding while serving as a hub for marketing and news-related content. The blog served as a platform to educate users about new phone models, carrier plans, and industry news.
© 2025 FACULTY STUDIO
01/31/25 — Faculty studio site rebuild complete
© 2025 FACULTY STUDIO
01/31/25 — Faculty studio site rebuild complete
© 2025 FACULTY STUDIO
01/31/25 — Faculty studio site rebuild complete