Introduction

LetsTalk.com partnered with us to create a clearer, more intuitive way to compare phones, plans, and accessories. Because the site served both consumers and corporate buyers, the redesign focused on simpler navigation, stronger comparison tools, and a more modern visual system. The result was a faster, more trustworthy shopping experience for all types of customers.

What problem were we solving?

LetsTalk.com’s shopping experience no longer matched the expectations of modern wireless shoppers. People struggled to compare phones, understand plan details, and get through checkout without friction. Corporate buyers faced similar issues, with key management tools buried behind outdated navigation and inconsistent UI patterns.

What made this project challenging?

The biggest challenge was building a system that served two very different audiences: everyday shoppers looking for quick comparisons and corporate clients managing large fleets of devices and rate plans. The redesign needed to unify complex products, plans, and enterprise tools into a clear, intuitive experience that felt trustworthy and simple to navigate.

Role & Impact

Led design across research, architecture, UI, branding, and marketing support. The work unified consumer and corporate workflows, created a clearer comparison experience, and brought consistency to a site with many moving parts.

End-to-End Redesign

Redesigned the full shopping flow across homepage, category pages, PDP, cart, comparison tools, and enterprise workflows.

Navigation Overhaul

Rebuilt the site architecture and navigation to make product and plan discovery clearer for both consumers and corporate clients.

Smarter Comparisons

Created new filtering, sorting, and comparison patterns that helped users evaluate devices and plans quickly and confidently.

Brand Refresh

Refreshed the brand identity with a modernized logo, improved typography, and a more cohesive visual system.

Unified UI System

Built a reusable UI library and marketing asset system that unified the website, promotions, and corporate tools under one consistent brand experience.

Persona Development

We created five proto-personas to capture the needs of both everyday shoppers and corporate buyers. These personas guided decisions across navigation, comparison tools, and the overall shopping flow.

Shop 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.

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.

Shop Cart Widget Redesign

A more visible, more informative cart widget gave users instant feedback as they shopped. Quick-view interactions and clearer states supported smoother transitions into checkout and reduced abandonment.

A streamlined set of cart states that adapts as users add phones, plans, and accessories—keeping them oriented, reducing abandonment, and guiding them smoothly toward checkout.

Logo and Brand Refresh

The refreshed logo, palette, and typography created a more modern and trustworthy visual system that reflected LetsTalk.com’s role as an unbiased, customer-first wireless retailer. This consistency strengthened confidence across the entire site.

A refreshed logo, refined color system, and updated brand marks built a cleaner, more flexible identity for LetsTalk.com—one that could scale across their e-commerce experience and marketing ecosystem.

Improved Product Discovery

New filtering and sorting patterns were introduced to help users narrow options quickly based on brand, features, price, and carrier compatibility. These improvements supported faster decision-making and reduced cognitive load.

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.

Ongoing Marketing Support

Research showed shoppers relied on clear, timely promotions, so I created on-brand marketing assets and weekly banners that reinforced the redesigned experience and guided users toward deals across the homepage and category pages.

PhoneTalk Blog Design

As part of the broader marketing strategy, we designed PhoneTalk to extend the new brand system and support users with helpful, easy-to-understand content.

PhoneTalk became a branded content hub that reinforced trust and supported decision-making. It offered simple, educational posts on devices and plans, helping users make more confident choices across the shopping journey.

Strengthening how shoppers discover, compare, and choose wireless plans.

Impact

Through a complete redesign of LetsTalk.com’s shopping, comparison, and checkout experience, the work helped turn a cluttered, high-friction flow into one that felt clearer, faster, and easier to act on — improving decision-making for consumers and streamlining complexity for corporate buyers.

28%

Improved filters and comparisons helped shoppers pair devices and plans more accurately.

40%

A cleaner cart and flow led to more shoppers completing purchases.

22%

Simpler navigation helped users find what they needed more quickly.

Phaway Construction