Tracfone FWA Experience

Role: Senior Product Designer

Team: 1 Lead Product Designer, 1 Senior Product Designer

Users impacted: 80,000

Overview

The Fixed Wireless Access (FWA) purchase workflow was fragmented across multiple systems and teams, creating friction and inconsistent user experiences. I unified the workflow into a single, scalable experience that improves clarity, reduces errors, and supports future product expansion.
- Launch steps lived across multiple systems and teams
- Requirements were inconsistent and difficult to track
- Handoffs between product, engineering, and fulfillment were unclear
- Launch cycles were slow, error‑prone, and hard to coordinate
- Led design strategy and UX architecture for unified workflow
- Mapped end-to-end processes across all teams and systems
- Defined requirements and designed solutions for clarity and scalability
- Collaborated with product, engineering, and fulfillment stakeholders
Constraints
The FWA project had to be delivered with a smaller than usual development team, requiring careful prioritization and efficient design solutions. The release timeline was tight, necessitating rapid iteration and close collaboration across all stakeholders.
Impact

By unifying the FWA purchase workflow, we improved clarity, reduced errors, and created a scalable foundation for future product expansion. The new workflow resulted in 80k device sales, +8% conversion, and 22% faster transactions.
- Fragmented steps across multiple systems
- Unclear ownership
- Redundant checks
- Inconsistent user experience
- Unified workflow
- Clear responsibilities
- Predictable launch cycles
- Scalable foundation for future products
Map the Flow
I mapped the end‑to‑end workflow across product, engineering, fulfillment, and retail operations to identify bottlenecks, redundant steps, and unclear ownership. This analysis became the foundation for a unified, predictable purchase flow.
- Map the full user and operational journey
- Identify workflow friction and dependencies
- Identify stakeholders and develop relationships across teams
Reusable Principles

To ensure scalability, I established reusable patterns and components that reduce design debt and increase development velocity across future FWA enhancements.
Using bootstrap Grid we were able to define the responsive behavior of the cards and text, which allowed us to reuse this pattern across the entire flow and maintain responsiveness without needing to design multiple breakpoints.
- Standardize reusable components
- Maintain visual and functional consistency
- Improve scalability for future product launches
Happy path prototype
I created a guided “happy path” prototype that clarified the ideal workflow, reduced ambiguity for cross‑functional teams, and aligned engineering around a predictable implementation sequence.
Validate the “Happy Path” early a focused prototype helped us validate the core flow quickly. It surfaced issues early, reduced rework, and aligned stakeholders on what “good” looked like.
- Keep prototype updated
- Shared workflow vision across teams
- Clear checkpoints for engineering and product
Cross-team collaboration
I partnered closely with product, engineering, and operations to ensure the unified workflow reflected real‑world constraints and could be implemented predictably across teams.
- Shared documentation and workflow maps
- Regular cross‑functional syncs
- Collaborative design reviews to reduce ambiguity
Continuing Dev Support
I supported engineering through launch by maintaining design fidelity, updating components, and ensuring the unified workflow was implemented consistently across systems.
- Component library updates
- Design QA for workflow accuracy
- Continuous feedback during implementation
Textfield States

I standardized textfield components to reduce user errors, improve accessibility, and ensure consistent behavior across the unified workflow.
- Consistent input styles
- Clear error and validation states
- Accessible labels for all user paths
After the in-store launch, the FWA purchase experience was extended to online channels, requiring entirely new pages.
- Navigation added to global navigation and marketing pages. Partnered with AARP to promote the feature with fast-tracked prototypes.
- Plan: new pattern for checkout process with marketing element integration.
- Device: this required an entirely new page, would need to be a flexible, easy-to-update design.
Originally, this content was a part of an ad campaign but as priorities shift it became clear we would need to create these assets.
Branding Updates

I refreshed visual elements to align with Tracfone’s updated brand system and ensure a cohesive experience across the unified workflow.
Results

The FWA launch was a success, delivering a streamlined purchase experience across 62 stores. Our design system and reusable patterns accelerated both design and development, while the mobile-first approach drove better conversions and prevented scope creep. Results: 80k device sales, +8% conversion, and 22% faster transactions.