Tracfone FWA Experience
Role: Senior Product Designer
Users impacted: 80,000
Team: 1 Lead Product Designer, 1 Senior Product Designer
Problem
The FWA launch needed an MVP purchase journey that clearly combined hardware and plan selection without introducing new checkout friction.
Solution
Designed a lightweight, user-friendly FWA flow that made plan selection clearer and enabled faster launch readiness across teams.
Process
Project Structure
I had just stared in my role when the FWA project started. Gettings started with a new team and project at the same time was a challenge, but I quickly ramped up on the product and users to lead the design of a new FWA purchase experience that integrated hardware and plan selection into a single, clear flow.
- Simplified product + plan decision points for first-time FWA shoppers
- Reduced friction in critical selection and checkout transitions
- Aligned UX patterns with existing checkout behavior to minimize implementation risk
Phase 1
We quickly mapped the full FWA path with product and engineering so dependencies, edge cases, and ownership were clear before visual execution.
- Mapped entry points from product discovery through checkout
- Aligned MVP priorities early to protect timeline and scope
- Used existing patterns to make design decisions faster and reduce risk
Adding States
- Created figma sections for each story so that devs could easily reference designs.
- Use this documentation for VQA.
- EVERY story should have a Figma.
Adding More Screens
- The team was moving fast and needed additional screens to support development.
- Working with the Product Owner I quickly created the necessary screens.
Phase 2
Designed a mobile-first FWA purchase flow that integrated hardware and plan selection while minimizing new patterns to keep the experience simple and implementation low-risk.
- Updated screens to new Brand Design System
- Design multiple ad placements for AARP membership
- Aligned to new Design System patterns
- Created responsive layouts for multiple entry points
- Iterated closely with engineering to keep implementation low-risk
- Delivered perfect Figma's with Prototype's to XM and developers
AARP Ad placements
To support the AARP partnership, I designed multiple ad placements that aligned with the new FWA purchase experience and highlighted the benefits of the AARP membership.
Results
The launch produced a cleaner FWA onboarding and checkout experience, with better guidance at key decision points.