A phone plan that can.

Google Fi is Google’s quirky telecom startup. An MVNO (mobile virtual network operator, Fi runs on the T-Mobile network, and supports both Android and iOS devices.

Fi offers an unlimited-first plan portfolio, and is known for its best-in-class travel, privacy+security and family features.

My role

TITLE — Growth UX lead and manager

TL;DR — I lead all projects related to Fi plans, pricing, promotions, 3P strategy, and subscriptions. 7 person UX team, with two direct reports.

ORGANIZATIONAL IMPACT — Led a teamwide shift to be more deliberate in the way Fi prioritizes, designs, and builds user-facing projects. Feel confident in MVP launches and growth grabs, but know when to invest in scalable systems.

Impact

Selected Project summaries

All work is under NDA, and any work presented here is fully launched to the public.

Full case studies available when pertinent.

Unified promotions design system

MY ROLES — UX designer, Content designer

PROBLEM SPACE — Across the industry, carrier promotions are neither simple nor transparent. Fi was no different - promotions were run with ad hoc design and writing on a legacy backend. It wasn’t very clear how customers could qualify for a promo.

Fi Ops wanted to ramp up the frequency and variation of our promotion offerings while baking in fraud-reducing T&Cs.

Fi product wanted to ensure incremental conversion rates wouldn’t decrease.

Fi customers wanted confidence that they’d actually qualify for said promotions.

SOLUTION — A unified design + writing system that flexes for all Fi promo types.

In order to get XFN buy-in on an entire system, I designed it piecemeal so that the Eng team could build incrementally and launch new features overtime.

The project culminated in an API that automates the whole system, obviating UX and Eng involvement for most promos.

METRICS — 300% increase in incremental new subscribers. 50 campaigns supported per year. 80% reduction in UX/Eng work time per launch.

MORE PROJECTS COMING SOON…

More info

All work is under NDA, and any work presented here is fully launched to the public using production screenshots.

Full case studies available when pertinent.