Art Direction, Design & QA of Sprint Homepage Redesign
The Ask
Take a cluttered, “deals, deals, deals!”-dominated homepage and minimalize it.
The Approach
Utilizing extensive research and user testing, we pushed beyond the ask to create what customers want to see from Sprint: a fresh design, approachability, humanity, authenticity, and transparency. Through surveys, customers made it clear that they largely knew what they wanted when they arrived to Sprint.com; if they wanted the latest iPhone that’s what they came for regardless of deals and if they were looking for a mid-tier smartphone they weren’t going to be swayed by repeated iPhone promos.
To resolve do this, we utilized a structure that allows users to get right where they want to go, uncharacteristically bold messaging, fun illustrations, subtle hover animations, and photography that captures real people having real moments.
We also took a step back to make sure the homepage answered key UX questions:
- What we provide: Price, Network, Service, and Convenience
- Why you should buy it
- How you get it
We divided the page into sections to answer:
- S1: Rotating (limit 3) – Iconic Devices
- S2: Why – Network | Plans | 100% Guarantee | 5G | Buy Online, Pickup In-store | Hulu
- S3: How – Tabbed Device Section
- S4: Offers – Deals | Tablets | Wearables
Iconic devices remained in the header but we created a new opportunity for mid-tier devices to be seen in a new way: The Shop Your Way section in the screenshots below featured phones in the Under $10 Per Month range, Starting at $10 Per Month range, and Starting at $15 Per Month.
The Results
The final creative below was one of three prototypes developed and presented to leadership. The cleanliness of the page architecture resulted in:
169.3%
increase in Black Friday conversions
22%
increase in overall conversions
18%
increase in overall product orders
Before
After
Brainstorm/Structure Sessions
Carousels & Tabs
- UX Research: S. Vipparti
- UX Lead: A. Nash
- Copywriting: L. Thomas
- Illustration: J. Francis
- Authoring: K. Lewis