Tracfone FWA Experience

Overview

The Tracfone Fixed Wireless Access (FWA) experience provides new users with a seamless way to set up, register their device, and activate service at home without requiring support. This solution leverages the existing eCommerce flow.

Map the Flow

Design Strategy

• Identify stakeholders
• Ensure I'm added to all relevant communication channels
• Ensure I'm added to scrum ceremonies
• Set up regular check-ins with the team

Reusable Principles

To speed up design and development, I focused on creating reusable patterns across the entire flow to maintain consistency, reduce design time, and accelerate development. This was especially important as we had to cut scope with a smaller engineering team.

Using bootstrap Grid we were able to define the responsive behavior of the cards and text, which allowed us to reuse this pattern across the entire flow and maintain responsiveness without needing to design multiple breakpoints.

Design Strategy

• Move directly into medium‑fidelity
• Prototype faster
• Reduce engineering complexity
• Reusable text field states
• No new components
• Maintain responsiveness from day one

Happy path prototype

Cross-team collaboration

Design Strategy

• Prioritize features and screens based on engineering capacity
• Design within technical constraints to ensure feasibility
• Maintain open communication with engineering to quickly address issues and adjust designs as needed

Continuing Dev Support

Supporting Dev

• Keep Figma organized and up to date for easy developer reference without waiting for updates.
• Use prototypes to demonstrate function and interaction, saving time and reducing meetings.
• Maintain open communication with the development team to quickly address issues and adjust designs as needed.
• Rapidly create additional screens as stories are groomed during online launch.
• Organized Figma file allows leadership to track progress without requiring daily updates.

Textfield States

There was already a robust design system component library, the issue was that the devs didn't use it and had got used to just creating new ones. I focused on using the ONLY textfield selector and leveraging the different states to support many more use cases.

Standardization & Efficiency

• Aligning the development team on the proper use of text field states.
• Speed up development by reusing existing text field states.

After the in-store launch, the FWA purchase experience was extended to online channels, requiring entirely new pages.

Design Direction

• Navigation to the FWA flow was added to the global navigation and marketing pages. During the launch, a partnership with AARP and other organizations helped promote the new feature. We needed to move fast and get prototypes approved by marketing partners.
• Plan: this required a new pattern to add to the existing checkout process. We had an opportunity to create a new pattern for the cards while adding a marketing element.
• Device: this required an entirely new page, would need to be a flexible, easy-to-update design.

Originally, this content was a part of an ad campaign but as priorities shift it became clear we would need to create these assets.

Branding Updates

During the FWA launch, the Tracfone brand was updated. I worked closely with the design leadership and content teams to ensure that our FWA experience reflected the new brand guidelines without causing delays to our launch timeline.

Results

The FWA launch was a success. We shipped with a streamlined purchase experience that users loved, thanks to our solid design system and reusable patterns that accelerated both design and development. The mobile-first approach was key to reaching our audience, and keeping the purchase flow simple and clear drove better conversions. Close collaboration with stakeholders and the engineering team prevented scope creep and kept us on time. The result was a seamless launch across 62 stores, driving 80k device sales, +8% conversion, and 22% faster transactions than similar flows.