Spectrum Mobile

Selected Work #1: Spectrum Mobile

Client: Charter Communications | Services: UX/UI Research & Design

As the primary UX/UI designer for the mobile side of the Spectrum website, I touched nearly every page within spectrum.com/mobile, reaching millions of users. I also led NPIs (New Product Introductions) whenever there were launches of new mobile devices - including website updates and ad campaigns. I joined the team in June of 2022 and by the end of Q4 2022, Spectrum gained a record 615,00 new mobile customers. Exiting 2022, Spectrum had a total of 5.3 million mobile customers, and as of February 2025, they have over 10 million. My team’s work directly contributed to doubling Spectrum Mobile customers, exceeding our client’s expectations.

Key Takeaways:

• Updated information architecture/ page flow based on user journey research

• Corrected color contrast in compliance with ADA requirements

• Implemented new rebrand styles

• Refreshed imagery for a current, relatable, and engaging look and feel

• Dynamic final design that works for two different platforms across all breakpoints

• In just 2 years, directly helped double Spectrum Mobile customers from 5 million to 10 million Mobile lines

• Successfully situated Spectrum Mobile as a telecomm industry giant to alongside mainstream competitors

Project Description

Challenge: Seeking to expand Mobile service sales, Spectrum initiated a campaign to revamp their reputation as a cellular service provider. The goal was to situate Spectrum as a major telecomm option, competing with industry giants like T-Mobile, Verizon, and AT&T. This initiative came with many design sprints and marketing campaigns - but one of the most important pieces was to update the Spectrum Mobile homepage. The page was full of dated design elements which led to a disappointing user experience and low conversion rates, so there was a crucial need to rework the whole look and feel of the page to attract and impress potential customers. To add to the challenge, Spectrum Mobile is only available to Spectrum Internet customers - so we were tasked with finding ways to convince users to bundle Internet and Mobile rather than looking to competitors. Additionally, we went through a full rebrand and transitioned to a new website platform, so the new design needed to match the rebrand look and feel and work on both the old and new platforms, which both had their own hurdles and incompatibilities.

Process: Following the SCRUM framework of the Agile Design Process (outlined below), I started this project by reviewing the request details and formulating a plan with my team. after critically examining all of the elements on the Mobile homepage, I conducted a competitor analysis and gathered user feedback. It quickly became obvious that the page felt outdated and impersonal. It lacked the stylistic appeal to stoke user confidence, effectively making the product seem cheap and unreliable. Some specific insights that I uncovered were insufficient color contrast (violating ADA requirements), confusing information architecture (clunky flow), and lack of humanizing imagery (impersonal, device-focused assets). Next, I reviewed heat-map and user-journey data on Glassbox to gain insights about the ideal information architecture of the page. I sketched wireframes of restructured page content to create an intuitive flow of information, prioritizing the content that users sought most. Since users respond best to images with people in them, I scoured Adobe Stock for arresting imagery options of people using mobile devices that our users could relate to. I also discovered an opportunity to include tablet imagery and feature the hottest new phones to diversify the device-focused assets and entice a larger crowd of mobile users. Once I created the new assets in Photoshop, I worked with the Copy team to refine relevant information. We wanted to supply users with the intel they needed without overwhelming them. After finalizing the plan with the Creative Director and managers, I mocked up a few design options in Adobe XD for stakeholders to review. We went through a few rounds of revisions until the final version was fully optimized. Then I authored the approved design into Adobe Experience Manager (AEM - the old website platform), and delivered a Dev-enabled prototype for the new platform.

Outcome: The end result (above, right) reflects a page that is approachable, fluid, and trustworthy. My team’s redesign successfully delivered an enhanced user interface that increased the click-through rate by 23% and exceeded the Client’s expectations. We ended up with a refreshing and seamless UX that situates Spectrum Mobile as an industry giant alongside mainstream competitors like T-Mobile, Verizon, and AT&T. My team’s work on the Mobile revamp initiative directly contributed to doubling Spectrum’s mobile sales from 5 million to over 10 million customers in just two years.

Process

Design Approach / Framework: Our team at Spectrum typically adhered to the Agile design approach (see graphic above), since the product was complex, constantly changing, and our timelines were somewhat flexible. Specifically, we utilized a mix of Scrum and Kanban methodologies (or Scrumban), working through a backlog of individual design sprints, with regular progress reviews, feedback, and iterations until the final designs were approved and implemented. The Spectrum Mobile homepage redesign project came with many design sprints - such as updating the font stylings and CTAs to the new rebrand style, refreshing stock imagery, preparing assets for new device launches, and reformatting the page content so that it would work for our new web building platform. Due to our cross-collaborative team structure and an ever-changing product, the Agile Scrumban method best suited our needs.

UX Research & Team Collaboration

Below are a few images of how I collaborated with my team to gather research, discover insights, and formulate a design plan.

New Product Launches & Ads

Part of my responsibilities at Spectrum involved working with device manufacturers to launch new products on spectrum.com/mobile. These types of projects came with extra challenges, as the device manufacturers all have specific style guidelines that needed to mesh with Spectrum’s design system, and final designs needed to be approved by both entities. We created DAM-ready assets, modules for the website, and banner ads for placement on partner sites and applications. An additional challenge was translating key ad designs into many different sizes for use on various digital advertising platforms like Meta, Amazon, and Spotify, to name a few, within extremely tight timelines. Sometimes we had to stay up past midnight preparing assets for device launches, such as the Apple iPhone 16 series launch, so that users could easily review and order the new products as soon as possible. Below are some of the final, approved designs that I delivered for different device launches and ad campaigns, and the logos of some of the device manufacturers and partner companies that I worked with.

Reference from Project Manager

"I worked with Abby for several years, creating banners and other marketing materials for different product launches and campaigns. I always knew I could count on her resourcefulness, attention to detail and quality in her designs. We started working in the Mobile area when it was just starting until it became one of the pillars of our client’s business. Abby had input, personality and was great at making coherent design choices. I really enjoyed working with her on my team for the longest time. I am sure she will make other teams and clients happy with her flexibility and communication skills. I know that she will continue to help other clients’ revenue grow with her designs and strategic thinking. Great job Abby!"

- Pilar Maturana, Project Manager - ITG, Client: Spectrum