Tag Mobile

Reinvent a government subsidized mobile service.

Brand Strategy
Positioning
Brand Refresh
User Experience
User Interface

Background

Tag Mobile partners with the US government to provide subsidized and free mobile services to low-income families and individuals.

We were invited to redesign and reposition Tag Mobile’s brand presence in the cutthroat lifeline competitive landscape.

Approach

Stand taller by removing the constraints of one plan fits all and offer more options to empower the customers to add to their mobile service plans. The base plan was just a starting point, so we offered up an a la carte service to those who had a little extra to spend and could bundle up. This allowed them to customize their service plans by getting phone upgrades, more data, more minutes and adding international long distance calling, all for a minimal fee.

Home
Page

Understanding our user was key in designing a lean homepage experience with actionable calls so as to allow them to quickly find their way without the fluff. This eliminated frustration and curtailed the bounce rate.

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Enhanced Account
experience

A simple and intuitive contextual account experience which allows users to track data, minutes and text usage, view plan details, purchase history and profile.

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Enrollment

Attract potential customers and get them to enroll. We overhauled the existing complicated application process and reimagined a straightforward and instinctive enrollment user experience with some bells and whistles along the way.

We also figure out a way to customize the base plan and offer service add-ons during the signup experience to extend the e-commerce footprint.

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Ecommerce

A clutter free and, image rich intuitive shopping experience that allows users to shop while providing relevant recommendations easily. We also reinvented the logged in e-commerce experience only to show the services and upgrades related to each account profile. For example, if a customer had an old phone, we would entice them with phone upgrade options.

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International
Calling Plans

Quickly search international calling rates and purchase minutes by plan or pay as you go in $1 increments.

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Notable Features

Shopping cart

A mini shopping cart overlay snap shot which allows the shopper to get a glimpse of their cart without leaving the shopping experience.

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Comparison Matrix

We gave the customer the ability to compare attributes and functional characteristics of up to 3 phones side by side so as to empower them in decision making.

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Branding

Refreshed the existing brand guide with a set of new complementary colors and a modern typeface.

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Customer Support

Quickly request a callback at a preferred convenient time to speak to customer support.

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