METRO BY
T-MOBILE
Metajive, 2022
Following our North Star work for T-Mobile, we were handed a new challenge: completely reimagine the end-to-end digital experience for Metro, T-Mobile’s prepaid brand. The goal was to take a value brand and make it feel like a premium service.
Metro’s existing digital presence had a major identity crisis. Traditionally bathed in harsh white and purple, the site felt less like a modern digital storefront and more like a giant, high-contrast coupon. It was loud, flat, and stripped of any real craftsmanship. Our job was to elevate the brand's digital expression without losing its accessible, budget-friendly appeal.
Project Scope:
UX Design
UI Design
Interaction Design
Design System
Following our North Star work for T-Mobile, we were handed a new challenge: completely reimagine the end-to-end digital experience for Metro, T-Mobile’s prepaid brand. The goal was to take a value brand and make it feel like a premium service.
Metro’s existing digital presence had a major identity crisis. Traditionally bathed in harsh white and purple, the site felt less like a modern digital storefront and more like a giant, high-contrast coupon. It was loud, flat, and stripped of any real craftsmanship. Our job was to elevate the brand's digital expression without losing its accessible, budget-friendly appeal.
Project Scope:
UX Design
UI Design
Interaction Design
Design System
To tackle this, I teamed up with UX Director Michael Jackson and Design Director Leo Rabelo. We started by mapping out user journeys that accommodated two very different shopping behaviors: customers who shop plan-first, and those who shop phone-first. We designed a frictionless, step-by-step flow from initial discovery to checkout, while also accounting for returning users looking to upgrade devices, make monthly payments, or add on accessories and 5G home internet.
Once the UX foundation was solid, Leo and I focused on the visual translation. We softened the harsh brand palette, introducing subtle gradients, a broader range of complementary tones, and rounded corners to make the interface feel approachable and polished. We proved that "value-focused" doesn't have to mean "cheap." To hand it off, we packaged everything into a robust Figma design system and component library, giving Metro's internal teams a flexible toolkit to build from.
But as is often the case with massive telecom brands, organizational shifts got in the way. A change in internal management and shifting corporate priorities meant that despite delivering a fully realized, comprehensive design system, the new experience was never built. It stands as a beautiful testament to what Metro's digital future could have been.
