UX, Art Direction & Design: In-App Promo for Sprint Select
The Ask
Design an in-app promotional experience encouraging Sprint customers to transition to T-Mobile following the acquisition. The promotion needed to clearly communicate the value of switching while fitting naturally within the existing mobile app experience across iOS and Android.
The Approach
The Sprint Select campaign represented more than a product promotion—it was part of a larger customer migration strategy during one of the most significant moments in the company’s history. The experience needed to reassure existing Sprint customers while introducing them to the T-Mobile brand in a way that felt familiar, trustworthy, and optimistic.
Following Apple’s Human Interface Guidelines (HIG) and established mobile platform conventions, I created a promotion that integrated seamlessly into the app rather than interrupting the customer journey. Visually, I continued the imagery direction I had helped establish across Sprint’s digital ecosystem: authentic, relatable moments captured as “moments within moments.” This photographic style emphasized real people and genuine experiences, creating an emotional connection while reinforcing the human side of the transition.
To bridge the two brands, I subtly introduced T-Mobile’s signature magenta throughout the composition. Rather than overwhelming the familiar Sprint experience, the color served as a visual cue that customers were being welcomed into the T-Mobile ecosystem, helping reinforce the evolution of the brand while maintaining continuity and trust.
Working within the existing mobile component system, I balanced imagery, promotional messaging, and supporting copy to create a scalable design that performed consistently across both phone and tablet layouts on iOS and Android.
My Role
- UX Design
- Art Direction
- Visual Design
- Creative Direction
- Mobile UI Design
- Cross-Platform Design (iOS & Android)
Outcome
The final experience supported Sprint’s customer migration strategy with a promotion that felt native to the app while introducing the T-Mobile brand through thoughtful visual storytelling. By combining authentic imagery, restrained branding, and platform-native design principles, the promotion helped communicate change in a way that was both approachable and customer-focused.
Platform: Native iOS & Android
