LetsTalk
Connecting device, carrier, plan, pricing, and activation into a coherent shopping experience for consumers and corporate buyers.
LetsTalk's redesign began with a shopping problem that extended beyond finding a phone: customers had to choose a compatible device, carrier, plan, price, and activation path.
My heuristic evaluation identified weak discovery, limited comparison tools, and an unclear hierarchy. These issues pointed to a broader structural problem: the site presented dependent choices as if they could be made independently.
I reframed the work around configuration, prioritizing compatibility and comparison alongside the storefront redesign. Working with shared design direction, product, and development, I carried that approach across consumer and corporate shopping flows.
Role & Impact
Led the shopping experience redesign under shared design direction, connecting consumer and corporate workflows with a reusable UI system.
- 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.
Two audiences with different needs
Five proto-personas framed our initial assumptions about buyers, from individuals replacing a phone to IT managers managing company wireless services. They helped expose differences in guidance and control, but were working hypotheses rather than validated research personas.
Designing around dependent choices
Distinct entry paths, shared foundations
I designed tailored consumer and corporate sections over shared support and service content. This added two entry paths to maintain while avoiding a generic journey that forced both audiences through irrelevant options.
Make compatibility part of the flow
The shopping flow surfaced valid device and plan combinations rather than asking buyers to interpret the compatibility rules. This constrained the available choices, but kept customers focused on configurations the storefront could support.
Separate filtering from comparison
I separated narrowing the field from comparing finalists. Filters handled type, features, brand, and price; the comparison tool brought specifications, plan compatibility, and pricing together. The extra step gave each decision a clearer purpose.
Consistency through the purchase journey
I designed cart states for preview, empty cart, item-added confirmation, and a persistent tally to keep shoppers oriented. We also refreshed the identity and documented a reusable visual system across the storefront, marketing, and PhoneTalk content.
Impact
I used usability testing and funnel analysis to refine the purchase flows, alongside A/B variations of hero sections, calls to action, and page layouts. Performance data guided iteration beyond the initial redesign.
Reported outcomes across the purchase flow. Usability testing and funnel analysis informed refinements; the figures measure distinct aspects of shopping performance.
What I'd do differently
I would validate the corporate path with IT managers before committing to its architecture. The proto-personas made our assumptions visible, but couldn't establish which enterprise needs mattered most.
I would also instrument the configuration steps, including incompatible selections and activation failures. Those signals would help explain where shoppers struggle before checkout and guide the next iteration.
“He’s the kind of designer engineers love working with — clear, collaborative, and always thinking one step ahead.”
LetsTalk case study