UX Ownership Across the Authenticated Web Experience

Strategic role of service

As T-Mobile’s largest prepaid brand, Metro’s authenticated web flows are essential for retention, customer satisfaction, and business continuity. These flows support millions of account visits per month, enabling users to make payments, change plans, manage add-ons, and access support—critical interactions that directly impact engagement and loyalty.

My role & responsibilities

Since 2021, I’ve been the lead designer for Metro Service, owning the end-to-end authenticated web experience. I drive cohesion across flows, delegate thoughtfully, and ensure high-quality output by reviewing work, facilitating design workshops, and maintaining a consistent brand voice across the platform.

My leadership focuses on:

  • Uplifting other designers through mentorship, reviews, and space to explore

  • Creating a culture of design thinking, research prioritization, and cross-functional feedback

  • Building connections across teams—leveraging my deep product knowledge to unblock, align, and drive decisions forward

The design-to-product relationship on Metro Service has grown significantly through my leadership. I’ve helped product partners better understand the value of UX, how to collaborate effectively, and how to support research and testing timelines.

Challenges

Metro Service is currently migrating from DW3 to PHX, which introduces both opportunity and tension. Past limitations—budget, dev resourcing, QA gaps—often forced us to compromise on UX. But with PHX, we’re able to design toward best-case experiences for the first time.

Additional challenges I’ve led through:

  • Establishing a dev QA process where none existed before

  • Normalizing research timelines with product partners

  • Improving data visibility, including tagging flows for tracking, building a Quantum Metric profile, and integrating data into kickoff discussions

  • Addressing inconsistent intake and shifting priorities with scoped roadmaps and clearer project definitions

Historically, Metro Service had low UX visibility, but that’s changing. We’re now showing up in strategy conversations and delivering designs that reflect the brand’s full potential.

My approach

I lead with strategy, clarity, and trust. My approach includes:

  • Setting a clear design vision and aligning it across the team

  • Balancing delegation and ownership, so designers grow while quality stays high

  • Advocating for UX needs early—especially research, data, and discovery

  • Prioritizing what’s possible vs. ideal, without losing sight of long-term goals

  • Building frameworks for reviews, documentation, and design-developer collaboration

I act as the connective tissue between designers, product managers, and engineers—helping translate needs, unblock confusion, and ensure what we build meets user and business goals.

Impact

Since I took ownership of Metro Service:

  • Account page visits have grown from 66K to 1.6M+ per month

  • Product teams now involve UX earlier and advocate for our process

  • Engineering actively communicates with designers, and understands our workflows

  • We’ve built a shared strategic roadmap, improved PHX migration planning, and launched more accessible, aligned, and scalable flows

  • Design has moved from reactive to proactive and strategic in both day-to-day delivery and big-picture planning