Upon obtaining GenMobile, a wireless MVNO provider that serves lower-income customers and international families, DISH leveraged its Front End UX team to reconstruct GenMobile's website, enhancing the overall customer experience.
In October 2021, DISH completed the acquisition of GenMobile, an MVNO operating on the networks of AT&T and T-Mobile. GenMobile primarily caters to families with international connections and lower-income customers, many of whom are unbanked and prefer cash payments at authorized retailers. These retailers are typically situated in diverse neighborhoods, and their owners often communicate in languages other than English.
GenMobile offers calling to over 100 destinations at a monthly cost starting from $20. The competitive pricing of their plans targets the 48 million households eligible for the Affordable Connectivity Program (ACP), a government subsidy significantly reducing wireless bills.
With the backing of DISH's resources, GenMobile is well-positioned to broaden its outreach and enhance services for its target audience. However, it's noteworthy that their website was initially constructed in a do-it-yourself fashion on the Shopify platform without the involvement of a dedicated UX team, presenting opportunities for further development.
Age 21–50
Gender Male, Female, Non-binary
Race All, majority Hispanic (1st and 2nd generation)
Bounce rate · Time on page · Task completion rate · Organic traffic · Keyword ranking · Content engagement · Exit rate · Scroll depth · Conversion rate · Abandonment rate
Centered on user patterns, transparency, and site structure, the GenMobile team endeavored to address crucial pain points by developing an advanced website that enhances these three aspects.
Makes it easier for customers to navigate and use the site, such as finding information about plans, recharging their account, or managing their online account.
Attracts more visitors to help the company stand out from competitors by highlighting its unique differentiators.
Reaches more customers who prefer to use their mobile devices for online transactions and creates a smoother overall mobile experience.
Due to the extensive involvement of a diverse, cross-functional team in this project, it was imperative to institute a process that fostered collaboration and coherence. This process guided the team toward a distinct and meaningful objective in a timely manner, ensuring that all members — including designers, project and account managers, copywriters, and developers — comprehended the project's current stage and their respective points of involvement.
Initiating with discovery research, the process aimed to gain a profound insight into the business, examining its position relative to competitors, identifying its target consumers, and understanding its brand strategy. These factors were instrumental in guiding the creation of a more impactful user experience and positioning GenMobile uniquely in the market.
Incorporating thorough testing into the process empowers designers to craft interfaces that are not only user-friendly and intuitive but also more successful in enhancing user engagement and satisfaction. This approach aids in the early detection of usability issues, resulting in time and cost savings.
Various research methods were employed to develop designs prioritizing user and business needs. Subsequently, Key Performance Indicators (KPIs), such as user task completion rates and user satisfaction scores, were used to gauge the efficacy of the newly implemented designs.
The development of the messaging strategy required a comprehensive approach, involving the establishment of a brand voice, the definition of a style guide, and the incorporation of UX and SEO best practices. Early tests indicated that the audience responded most positively to messaging that was simple and direct. Building upon this insight, the messaging strategy was crafted to adopt a straightforward voice with a focus on customer service.
Furthermore, the absence of a consistent copy style guide had led to inconsistencies in elements such as sentence case and the use of Oxford commas. To align with other DISH brands, AP Style was uniformly implemented across the site. The copywriter collaborated closely with an SEO expert to incorporate keywords and other strategies aimed at improving Google rank and increasing website traffic.
Design strategy was based off the discovery research and other tests to make sure the designs reflected user wants and needs. One important finding was that GenMobile's audience prioritized price, value, and transparency with purchasing decisions, which influenced the design's hierarchy and visual prioritization.
After finalizing the design, the development phase commenced, with developers adhering to the outlined process. Due to the familiarity of business partners with the Shopify platform, its utilization was specifically requested for ease of future site maintenance. The primary objectives during this phase included guaranteeing accessibility, encompassing the use of screen readers, ensuring consistency across mobile and desktop platforms, and ensuring compatibility with diverse devices and screen sizes.
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