UX Research | Design | Strategy

Design for Evolution

Sprint's digital transformation



Sprint is one of the nation's four major wireless carriers. In the last couple of years they have been working on their evolution to become a digital-first company. They understood the need to transform their digital consumer journey if they wanted to stay relevant in today's rapidly evolving market. As an experience Designer at VML, I had the incredible opportunity to participate in this transformation. 


Redesign Sprint's website to retain existing users, acquire new ones and reflect Sprint's evolution. Our promise was to develop a clean, user-centered, and bold design for Sprint.com, that will give users full control and a focused journey.

When I started working on this project, they had already designed some features for the site. I became part of the tribe (that's how we called each team) developing features related to purchasing and upgrades. 


We would usually have kick-off meetings involving visual designers, experience designers, business analysts, project owners. Together we discussed the feature(s) for the current sprint and we'd agreed in some possible scenarios for Experience Designers like myself to work on. 

From literature reviews and competitive analysis, we would start to organize concepts for our user journey. Whiteboard sketches, rough wireframes helped to start the discussion within the team. Then, I would translate those to clean wires on Sketch and work with the visual design team to move to the next phase. 


A clean, streamlined website that requires fewer clicks and fields than the top competition. As a result, since launch, Sprint has experienced an overall engagement rate growth of 300%. But most importantly, this project has helped set Sprint up for sucess for years to come.