From Friction to Flow:
The T-Life Add-A-Line Transformation

Case Study

How a native experience redesign delivered 100,000+ orders and 55% conversion lift across multiple device segments.

Untangling the Maze

The opportunity involves redesigning this flow natively and scaling it to support additional product types - phones, tablets, smartwatches, hotspots, and IoT - while improving conversion.

The Add-A-Line (AAL) flow in T-Life was underperforming due to a fragmented web-wrapped experience that limited rate plan visibility, slowed checkout, and resulted in high drop-off rates.

What needed to be addressed:

High Abandonment

Limited Visibility

Lengthy Process

Fragmented Experience

Strategic Evolution

A strategic implementation that increased conversion rates by 55% through phased feature releases.

Smartphones & Tablets

Introduced full native flow for additional devices in February 2025. Exposed complete rate plan options resulting in 64% lift in conversion and over 100,000 new orders.

Payment Integration

Enabled stored payment method selection during AAL in April 2025. This strategic enhancement achieved 75% conversion rate for users with stored payment methods.

Laying the Foundation

Launched native Add-a-Voice line with phone purchases in December 2024. Established baseline experience for comparison, enabling end-to-end native AAL experience for phones.

Experience Expansion

Our native experience now supports diverse product types including voice lines, smartwatches, tablets, hotspots, and IoT devices with significantly improved performance metrics.
We've achieved a 64% lift in conversion, processed over 100,000 new orders through T-Life, and increased conversion rates from 12.7% to nearly 20%.
The implementation of T-Mobile Wallet has driven a 75% conversion rate for users utilizing stored payment methods, which now account for nearly 30% of all orders.
The experience my team built has demonstrated both exceptional extensibility and efficiency by maintaining robust conversion rates across diverse audiences. This success is particularly evident among TFB Micro business users, who represent one of our newest market segments.
This collaborative effort has transformed a once web-wrapped, clunky experience into a high-performing, scalable funnel that delivers real business value across both consumer and business audiences.

Leadership Impact

I gathered around the analytics campfire with partners to craft stories that captivated leadership with vivid data pictures.

For me, this journey wasn't just about polishing products—it was about weaving teams together, crafting with purpose, and transforming rough edges into smooth passages.

Truth be told, our path has had its challenges. Shifting timelines, incomplete handoffs, and isolated conversations unfold while I balance multiple priorities. Our design process breaks from tradition, and I've mastered the art of timely interventions. At the heart of this beautiful chaos stands collaboration, with me serving as its vital center.

This experience is performing—and performing well.

But the story continues to evolve. Like any treasured creation, it grows alongside our users, responds to our data, and reaches toward our boldest aspirations.

The journey stretches forward as my team prepares to deliver Multiline Mixed Transactions in 11.3, enabling customers to combine upgrades and new lines in a single cart.

This work has enriched our prospect flows, giving us advantages in high-performing areas while building familiar patterns that connect different customer experiences.