At Sprint, 'The Hive' department was a collective of data scientists, product managers, digital marketers, UX designers/researchers and A/B test teams; that collaborated to create technology solutions to meet the needs of Sprint customers.

To comply with my non-disclosure agreement, I have omitted and concealed confidential information in this case study. The information in this case study is my own and does not necessarily reflect the views of Sprint (now a part of T-Mobile).


I was leading the UX Design Research efforts for (B2C) Sprint.com and My Sprint mobile app
(Dec 2018 - Jul 2020).

Evangelize UX Research

  • I conducted Contextual Inquiry with stakeholders to understand the current process, challenges, expectations and assumptions around Sprint Digital's product and user experience work. Insights gained from this led to following an ‘Agile+ Lean UX’ process for Digital web and app development process. Hence evangelizing UX Research and Design approach in the product development life cycle.
  • I educated cross functional stakeholders on the UX Research methods and 101 training for UZ tool, an approach to democratize research and promote a culture of data-driven design (e.g. Account Dashboard Project, Priority Status)
  • I have designed and conducted multiple cross functional Design Jam sessions, that resulted in:

  • Research Insights & Prototype Validations

  • I collaborated with Web Analytics, Paid Search, CX and MarTech Implementation teams to identify base/prospect customer segments and build UX Strategy for Sprint's Premium/Value and Iconic/Super Iconic mobile phone users for Sprint.com. This led to validate/invalidate assumptions around the behavior of these users. MarTech implementation team implemented these identified user segments in Adobe.
  • I crafted the use case scenarios and conducted end to end research studies (implemented on the UserZoom platform) that included unmoderated Advanced Mixed-method usability studies (21),Click Tests (2),Surveys (7), Cart Sorts (2) and moderated Think out Loud usability(3), which led to the validating our assumptions and prototype designs (Sprint.com/MySprintApp)
  • I also worked on the UX Research of multiple merger(T-Mobile/Sprint) related Day 0/Day 1 projects (Sprint.com/MySprint App) to guide the design directions for the same.

  • Manage UX Research

  • I managed the end to end relationship with UserZoom for setting up studies, recruiting and review of unmoderated studies. As we expanded research capabilities (Jan 2020 onwards) to moderated usability testing, I continue to lead the efforts and partner with UZ professional services and stakeholders for the same.
  • I created and updated tickets in the Jira system to track all the UX Research work that was requested from stakeholders, resulting in tracking progress, visibility and optimization of research effort involved for the same.
  • I collaborated with UX Design, Product and Marketing teams to create the UX Research roadmap. This ensured bringing all teams on the same page, setting expectations and strategically investing in prioritized UX Research efforts.
  • I mentored a junior UX Researcher and two hybrid UX Designers, to create a collaborative UX Research culture to effectively handle stakeholder research requests.


    I have worked on multiple UXR projects at Sprint and each having its own unique challenges, but for this case study I will be focusing on the My Sprint app account dashboard re-design project.

    How might we increase orders (add a line, shop, upgrade) via My Sprint app?

    In early 2019, the My Sprint app product management team observed that low number of orders were being placed from the app inspite of the Add a line, buy phones and upgrade features being available in the app. The UX Design and Product management team had a hypothesis that the My Sprint app account dashboard design is not intuitive which maybe the cause for low conversion through app. Hence the UX Design team invested in redesign of the My Sprint account dashboard.

    The challenge here was to re-design the existing account dashboard such that is intuitive for our users and promotes shopping via the app.


    Design Thinking Workshop

    In-person Design Thinking workshops with cross functional team (UX,Product Managers, Marketing) over a couple of weeks. These workshops were activity-based and organized according to the three phases of the design thinking process:

  • Empathy: Developing a deep understanding of the problem that users face and empathizing with them.
  • Ideation: Coming up with many ideas on how the user problem can be solved.
  • Prototyping: Creating a prototype of potential solutions and then testing it with real users.

  • Usability Research

    Round 1: Click Tests - Redesigned Prototype
    This study was performed with 150 Sprint users, on the redesigned Sprint App Account Dashboard prototype to understand the intuitiveness of the below features:
  • Overflow Menu (Ellipsis) on the device card
  • Add a line card
  • Add a line floating button




  • Kept the 'Add Family and Friends' card for "Add a line" feature
  • "Early upgrade available" used in a rephrased way "Early Upgrade Options"
  • Order of priority for information displayed on device card changed based on the results of the UX research

  • 'ADD A LINE' Experience & Shop Tab

  • Removed the "Add a Line" floating button from the redesign.
  • Kept the "Add a line" button near the device sort tabs.
  • Including Shop tab with Watches and Tablets.



    “Better Together” was blending of lean UX and Agile -seemingly different disciplines, mindsets, even objectives of the same product only becomes strengthened as they participate in interdependence throughout every stage of the process. In the give and take collaborative creation of the idea through to the thing itself, each participant learned from the other SME (subject matter expert). And each gained a deeper understanding of the why’s involved. Firsthand experience by all cross functional teams removes the need for documentation to lead and dramatically reduces the “lost in translation” phenomena. We observed that when the teams played together in each other’s worlds – the divisive behaviours end, the camaraderie and buy-in increased and a joint passion for the projects and product enabled us to deliver a much higher quality experience.


    Redesigned My Sprint App account dashboard was launched in early June 2019.

    It can be viewed here and downloaded from App store/Google Play.


    The key research driven insights provided by my studies for the My Sprint App Account Dashboard Redesign had the below mentioned impact:

    Design Impact
  • Account Tab – Kept the 'Add Family and Friends' card for "Add a line" feature, "Early upgrade available" used in a rephrased way "Early Upgrade Options", Order of priority for information displayed on device card changed based on the results of the UX research.
  • Add a Line Experience and Shop Tab - Removed the "Add a Line" floating button from the redesign, Kept the "Add a line" button near the device sort tabs, Including Shop tab with Watches and Tablets.
  • Impact on metrics: Post June 2019 Release Numbers (MoM: June/July)
      Add a Line (through the App) (AAL)
    • 215% AAL Visit Increase (15% increase overall across digital)
    • 205% AAL Order increase (15% increase overall across digital)
    • 45% increase for Phones orders through the app
    • 20% overall growth of Watch Units MoM driven by App
    • 50% of Tablet Unit growth MoM driven by App
      Upgrade (through the App)
    • Traffic Increased by 28%
    • Orders Increased by 8%
      Channel Share for App AAL
    • Traffic Share increased by ~23%
    • Orders Share increased by ~20%