Agency: The Marketing Store
Agency: The Marketing Store
T-Mobile Tuesdays was already a successful loyalty program—but the experience needed a UX overhaul. Engagement was steady, but the app’s interface felt dated, fragmented, and lacked the delight users had come to expect from top-tier digital products. T-Mobile wanted to take Tuesdays from a “deal drop” to a weekly moment customers genuinely looked forward to. That meant simplifying the flow, adding excitement, and making the user experience more dynamic, immersive, and brand-forward.
As UX and Creative Director, I led a full redesign of the T-Mobile Tuesdays app experience. I focused on creating a cleaner interface, intuitive architecture, and playful, animated components that supported a deeper emotional connection with the brand. I also collaborated with product leads and engineering teams to implement high-performance microinteractions and gamified UI patterns that helped convert casual users into weekly brand advocates.
We modernised the T-Mobile Tuesdays app from top to bottom—refining the visual system, implementing an updated UI kit, and building consistency into every screen. The updated interface featured bold typography, simplified navigation, and responsive layouts that performed beautifully across devices. The redesigned home screen brought offers front and centre with a scrollable card stack, paired with smoother transitions and subtle haptics to enhance the mobile feel.
To increase engagement, we added light gamification elements: digital scratch-offs, prize wheels, and streak rewards. These playful interactions turned what used to be a transactional experience into something joyful and habit-forming. Week over week, we saw increased tap-through rates and longer session times as users explored, shared, and returned for new challenges.
We integrated the Tuesdays experience with in-store promotions and social activations. Through strategic partnerships with brands like Starbucks, Wendy’s, Tesla, and Dunkin’, the app helped drive measurable results—including Starbucks’ highest single-day sales volume from a mobile activation. I worked directly with marketing teams and partners to ensure seamless digital-to-retail handoff and a consistent branded experience.
To keep the experience fresh, we launched thematic campaigns and seasonal visuals supported by micro-animations and in-app banners. Every visual asset—from gift boxes to progress bars—was built with a mobile-first lens and optimised for performance without sacrificing brand energy. These visual flourishes became core to the Tuesdays identity and helped reinforce the fun, irreverent tone that users loved.
2020 Webby Awards - Honoree for Mobile Campaign and Best Use of Online Media
