T-Mobile RMN CMS (TCMS) is an internal tool that helps Ad ops team manage campaign, creatives and digital screens across 10,000+ T-Mobile stores.
As the design lead, I redefined the core user flows to improve status tracking, content visibility and operational efficiency at scale.
TIME
August, 2024 - Janurary, 2025
SKILL
Web Design
System Thinking
Scalable Design
User Research
Feature Prioritization
Cross-function Stakeholder Collaboration
TEAM
2 designers, 1 project manager, 10+ engineers
problem statement
The sign-in issue is one of the primary reasons why the product team decided to transition to native app. The team believed that enabling biometric login would alleviate the problem of users forgetting their sign-in information or being unable to access the text message because drivers switch their phone numbers frequently which is common among ride-share drivers.
The missing piece
Initially I started creating user flows of sign in, however after reviewing with the product team, I realized that the key to design a successful sign-in experience is closely related to understanding how the backend operates. Therefore I sat down with the engineering team and learned about biometric sign-in from a technical aspect.
💭 What I thought it was...
🤯 The reality is....
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working agile with the team
With a deeper understanding of the technical requirements, I developed user flows that aligned with the technical work flow provided by the engineer team and then proceeded with creating wireframes. In order to move things quickly and minimize back-and-forth in the design phase, I involved engineers in the weekly sync during the early stage to ensure we are on the same page.
Final Deliverable of Sign-in
In-store screens in a T-Mobile store
The product is still in development but we received positive feedback from our internal team and other stakeholders.
BUSINESS GOAL
Based on the preliminary interviews with the ops team, the existing key workflows in TCMS like data health monitoring, content syncing and uploading were click-heavy and fragmented, leading to slow feedback loops, frequent errors, and delays in campaign execution.
The current TCMS wasn’t built to scale with T-Mobile’s growth . The north star is to evolve the platform to support third-party retailers as well—requiring greater flexibility, scalability, and modular design to handle diverse business needs.
Campaign page of redesigned TCMS
Before diving into design, I first had to understand the full ecosystem—how campaigns flow from CMS to ad server to in-store playback—so the user experience could align with real-world operations and system constraints.
“I have a new product that I want to promote in T-mobile stores!”
Another challenge was navigating a flood of feature requests and feedback from internal users. Through stakeholder interviews, I gathered a wide range of needs—many conflicting or low-priority. My focus was to quickly identify the core pain points and prioritize problems based on impact, feasibility, and timeline. Story mapping was especially helpful for me to grasp user needs quickly.
See the connections among store, device, playlist and creatives
Monitor data health and status across the system
Streamlined workflows for basic operations like add, edit, and bulk actions to reduce repetitive manual work
Better search/sort/filter tool to locate content more efficiently
Tracking campaign progress and screen health is critical for our ops team, but they had to jump between different systems and perform multiple clicks—leading to delays and inefficiencies.
Let's focus on 2 user stories to dive deeper to the problem.
"A new T-mobile store just opened, I need to make sure the screens in the store are running properly."
To check a specific screens status, Brandon has to drill down at least 3 layers which is inefficient. This becomes a bigger concern as Brandon needs to manage more than 10,000 stores when the system scales.
One piece of feedback I got from the users during initial research is the struggle to identify device issues quickly. While going through status design explorations, my approach focused on enhancing scanability and utility.
"Our client's new campaign just started, I need to keep track of the campaign progress and sync to ad server if needed."
Campaign is a 0→1 feature designed to solve Business Managers’ pain point of juggling multiple data sources and metrics. By centralizing campaign monitoring, it streamlines workflows and improves overall efficiency in campaign management.
Campaign page of redesigned TCMS
I proposed the grid view of campaigns to make it easier for users to scan and compare multiple campaigns at once. Through exploration and testing with users, my design evolves around 2 key problems:
PROBLEM 1
As the most important metric in campaign tracking, how might we visually highlight pacing so it stands out more?
PROBLEM 2
Users sync campaign to ad server on a daily basis, how might we make it easier for users to sync campaigns to the ad server
Partner with PMs and internal stakeholders, I've put together a prototype of a POC dashboard and already tested with 6 leaders from different levels to get initial approval to move forward with testing with 3rd party retailers.
POC Dashboard for 3rd Party Retailers
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