T-Mobile | T-Priority: Translating Network Complexity Into Trust and Action

Designing a government-facing microsite that increased first responder enrollment by 48% and became the template for T-Mobile's B2G vertical strategy

Overview

The Challenge T-Mobile's T-Priority network prioritization program offers critical connectivity for first responders, government agencies, and critical infrastructure sectors during emergencies. However, the existing experience was fragmented, text-heavy, and failed to communicate the life-saving value of network preemption and priority access. Users couldn't distinguish between regular coverage and prioritized service, perceived "network priority" as marketing jargon, and struggled with mobile-optimized eligibility verification—resulting in low conversion rates and high drop-off during sign-up.

The Solution As Senior Product Designer, I led the end-to-end design of a dedicated T-Priority microsite that unified the story, simplified the user journey, and aligned visually with T-Mobile's brand ecosystem while maintaining the authority required for government-facing products. The solution balanced building trust, reducing cognitive load, and encouraging verification through credibility-first design, structured storytelling, and clear action pathways.

The Impact

• 48% increase in first responder enrollment within 6 months of launch

• 62% reduction in sign-up abandonment rate during verification process

• 35% improvement in mobile conversion rates (the primary device for first responders)

• Became central entry point for all T-Priority marketing campaigns

• Scalable template adapted for "Public Safety Solutions" and "Critical Manufacturing" verticals

• Improved lead-quality attribution reported by marketing through simplified tracking

My Role

Position: Senior Product Designer Duration: Q3-Q4 2024 (6 months) Team: Collaborated with 1 Product Manager, 2 Marketing Leads, 4 Engineers, 1 Content Strategist, and T-Mobile Brand/Design System teams

Responsibilities:

• Led comprehensive UX design from research through launch

• Conducted competitive analysis and user research with first responder personas

• Created information architecture for complex multi-stakeholder site structure

• Designed complete site experience across 15+ pages and responsive breakpoints

• Developed reusable component patterns within T-Mobile Design System constraints

• Collaborated with product and marketing teams to balance business and user requirements

• Provided detailed design specifications and layouts for engineering handoff

• Established design patterns that scaled to other B2G verticals

The Problem

Background

T-Mobile's T-Priority program represents a critical competitive differentiator in the government and public safety market—offering network preemption and prioritization that can literally save lives during emergencies. When network congestion occurs during disasters or critical incidents, T-Priority users maintain reliable connectivity while consumer traffic is deprioritized.

Despite this compelling value proposition, T-Mobile struggled to communicate these benefits effectively. The existing T-Priority experience was scattered across multiple pages within the main T-Mobile site, buried in technical documentation, and presented with consumer-focused marketing language that didn't resonate with the risk-averse, credibility-focused mindset of first responders and government procurement officers.

Market research revealed that competitors (AT&T FirstNet, Verizon Frontline) had established dedicated experiences for this audience, creating clear separation from consumer offerings and building trust through authority positioning. T-Mobile needed a similar dedicated presence to compete effectively for lucrative government contracts.

User Pain Points

• Credibility gap: First responders and government agencies are highly skeptical of commercial carrier claims—they needed proof, not promises, and existing marketing-heavy copy undermined trust rather than building it

• Technical confusion: Users couldn't understand the difference between "fast network" and "prioritized network access during congestion"—the critical distinction that makes T-Priority valuable wasn't clearly communicated

• Eligibility uncertainty: Text-heavy eligibility pages buried in paragraph form made it difficult for users to quickly determine if they qualified, creating friction and abandonment

• Mobile optimization failure: First responders primarily accessed information on mobile devices during shifts, but existing pages weren't optimized for small screens, touch targets, or quick scanning

• Fragmented journey: Information was scattered across multiple disparate pages with inconsistent navigation, requiring users to hunt for basic information about coverage, eligibility, sign-up process, and competitive advantages

Business Constraints

This project operated within T-Mobile's established ecosystem:

• Brand system limitations: Had to work within T-Mobile's existing design system and component library, which wasn't originally designed for government/B2B audiences

• Technical constraints: Needed to integrate with existing backend systems for eligibility verification and enrollment

• Timeline pressure: Competitive pressure to launch before major government contract bid cycles

• Content requirements: Marketing and legal teams had extensive content that needed accommodation without overwhelming users

• Multi-stakeholder alignment: Had to satisfy requirements from brand, marketing, product, legal, and sales teams

Success Criteria

We established clear metrics for success:

Primary:

• Increase enrollment completion rate from 34% to 55%+

• Reduce sign-up abandonment during verification by 40%+

• Achieve 4.0+ user satisfaction rating from post-enrollment surveys

Secondary:

• Increase mobile conversion rate to match desktop (closing 20-point gap)

• Reduce support calls related to eligibility questions by 30%

• Become primary traffic driver for T-Priority leads (measured by campaign attribution)

Business:

• Support sales team with professional resource for government contract presentations

• Create scalable template for other B2G vertical microsites

Research & Discovery

Research Methods

Given the specialized audience and project timeline, I conducted focused research combining secondary analysis with targeted primary research:

• Competitive analysis: Deep evaluation of AT&T FirstNet, Verizon Frontline, and other government-focused carrier programs to understand category conventions and opportunities for differentiation

• Analytics review: Analyzed 6 months of data from existing T-Priority pages to identify drop-off points, device usage patterns, navigation flows, and search behavior

• Stakeholder interviews: Conducted 12 interviews with T-Mobile sales team members who work directly with first responder and government clients to understand objections, questions, and decision factors

• Content audit: Mapped all existing T-Priority content across T-Mobile's ecosystem to identify gaps, redundancies, and reorganization opportunities

• Heuristic evaluation: Assessed current experience against usability principles and B2B/government best practices

• Persona development: Created detailed personas based on sales team insights and secondary research on first responder technology adoption patterns

Key Insights

Insight 1: Trust first, details later

First responders and government procurement officers operate with extreme skepticism toward commercial vendors. Unlike consumer audiences who respond to aspirational messaging, these users needed immediate credibility signals—certifications, endorsements, technical specifications, and proof points—before they'd engage with marketing content.

In competitor analysis, successful sites led with authority: government partnerships, certification badges, technical network specifications, and testimonials from recognized agencies. Marketing language was secondary to factual information.

This insight fundamentally shifted our approach from consumer-style storytelling ("Because America's heroes deserve America's best network") to credibility-first presentation (leading with network specs, coverage maps, and partnership logos).

Insight 2: "Network priority" means nothing without context

User testing of existing content revealed that phrases like "network priority" and "preemption" were either meaningless jargon or perceived as marketing exaggeration. Users couldn't distinguish these capabilities from general claims of "fast 5G."

The critical insight: users needed to see the difference, not just read about it. Visual comparisons, infographics showing what happens during network congestion, and concrete use cases (maintaining connectivity during wildfire evacuation, getting through when everyone else is calling 911) made the value tangible.

Insight 3: Action clarity drives completion

Analytics showed massive drop-off at the point where users needed to verify eligibility and begin enrollment. The existing CTA was branded but vague ("Experience T-Priority Today"). Users who reached this point weren't sure what would happen next—would they be committing to a purchase? Starting a long form? Just getting more information?

Simplified, specific CTAs that described the exact next step ("Check Your Eligibility" → "Schedule a Demo" → "Verify Credentials") dramatically outperformed branded language in A/B testing with the sales team.

Insight 4: Mobile-first for this audience

While consumer T-Mobile users skewed slightly toward desktop, first responder traffic was 68% mobile—they were researching during shifts, between calls, or in the field. The existing experience was technically responsive but not optimized for mobile-first workflows.

This insight drove decisions to prioritize scannable content, larger touch targets, simplified navigation, and progressive disclosure that worked naturally on small screens.

Design Process

Understanding Project Complexity

Before diving into design, I needed to understand the full ecosystem of T-Mobile's offerings and how T-Priority fit within the broader product portfolio. I developed a four-layer analysis framework:

Layer 1: Competitive positioning - What competitors offered and where their experiences succeeded or failed in building trust and driving action

Layer 2: Current T-Mobile platform - Existing features, design system components, technical capabilities, and content that could be leveraged or needed adaptation

Layer 3: User needs and feedback - Research insights about first responder decision-making, pain points with current experience, and requirements for credibility

Layer 4: T-Priority solution - How these inputs synthesized into a cohesive design strategy

This layered approach ensured the solution wasn't designed in isolation but integrated thoughtfully with T-Mobile's ecosystem while meeting specialized audience needs.

Information Architecture & Site Structure

I developed a comprehensive site structure designed around the user's decision journey rather than T-Mobile's organizational structure. The architecture balanced three goals:

1. Rapid qualification - Allow users to quickly determine eligibility

2. Educational depth - Provide technical details for serious evaluators

3. Clear action paths - Guide users toward verification and enrollment

The resulting structure organized around key user questions:

Establishing Design Principles

To guide design decisions throughout the project, I established three core principles:

1. Establish trust through design consistency and tone

• Use T-Mobile brand elements but with professional, authority-focused execution

• Lead with credibility signals (logos, certifications, technical specs) before marketing

• Maintain visual consistency to build confidence

2. Clarify eligibility through visual segmentation

• Use clear visual categories for different user types

• Make qualification criteria scannable, not buried in paragraphs

• Provide immediate clarity on "Is this for me?"

3. Reinforce brand through motion and hierarchy

• Balance T-Mobile's energetic consumer brand with government-appropriate gravitas

• Use motion purposefully to guide attention, not for decoration

• Establish clear visual hierarchy that works on small screens

Key Design Decisions

Decision 1: The Dark Theme Strategy

The Problem: T-Mobile's consumer brand uses vibrant magenta on white backgrounds—energetic and playful. However, this aesthetic felt misaligned with the serious, mission-critical nature of first responder work. How could we maintain T-Mobile brand identity while establishing appropriate tone for government audiences?

Alternatives Considered:

• Option A: Standard T-Mobile consumer theme - Bright, white backgrounds with magenta accents—brand consistent but potentially undermining credibility

• Option B: Completely neutral B2B theme - Remove brand personality entirely for corporate aesthetic—appropriate tone but loses brand differentiation

• Option C: Dark theme with selective magenta - Dark backgrounds with strategic brand color usage and nighttime imagery

Why This Solution: I advocated for the dark theme approach because it achieved multiple objectives simultaneously:

Tonal appropriateness: Dark theme conveyed seriousness and professionalism appropriate for life-safety communications without abandoning brand

Practical relevance: First responders often work at night—the photography showing emergency response at night felt authentic and resonant rather than stock/generic

Visual impact: The dark background made magenta accents more powerful when used selectively for CTAs and key information, increasing visual hierarchy

Brand differentiation: Competitors used standard light themes—T-Mobile's dark treatment stood out while feeling premium and purpose-built

Device consideration: Dark theme reduced eye strain on mobile devices and saved battery life—practical benefits for users accessing on-shift

The approach tested strongly with sales team members who presented to first responder audiences, who noted it "feels more serious" and "looks like something built specifically for us, not just consumer marketing repurposed."

Decision 2: The "Comparison Table" Approach

The Problem: Users fundamentally didn't understand what made T-Priority different from regular T-Mobile service or from competitors. Marketing wanted to avoid directly naming competitors (AT&T FirstNet, Verizon Frontline), but users needed clear competitive context to make informed decisions.

Alternatives Considered:

• Option A: Feature descriptions only - Describe T-Priority capabilities without comparison—avoids competitor mentions but doesn't answer "why this vs. that?"

• Option B: Direct competitor naming - Explicit comparison table with AT&T and Verizon—clear but potentially controversial legally/strategically

• Option C: Generic comparison framing - "T-Priority vs. Other Providers" with feature comparison but no names

Why This Solution: I designed a comparison approach that walked the line between these options:

"Experience More" framework: Created comparison table showing T-Priority advantages across key dimensions (network speed, coverage, device compatibility, pricing, support) against generic "Experience" categories that mapped to FirstNet and Frontline without naming them

Visual differentiation: Used tab-based interface allowing users to compare T-Priority against "Experience More" (FirstNet equivalent) and "Frontline" (Verizon equivalent) without explicitly identifying competitors in legal sense

Factual presentation: Focused on objective, verifiable metrics rather than subjective claims—build trust through data

Expandable details: Progressive disclosure allowed interested users to dig deeper into technical specifications while maintaining scannable overview

This approach satisfied legal constraints while giving users the competitive context they needed. Sales team reported this as one of the most valuable tools for government presentations.

Decision 3: Progressive Disclosure for Eligibility

The Problem: Eligibility requirements were complex—different qualification criteria applied to different types of organizations (local fire departments, federal agencies, critical manufacturing, utilities, etc.). Presenting everything at once was overwhelming; hiding it created uncertainty and friction.

Alternatives Considered:

• Option A: Complete eligibility list - Show all qualification criteria in comprehensive list—thorough but overwhelming

• Option B: Gated eligibility checker - Require users to complete form to learn if eligible—reduces clutter but creates friction

• Option C: Visual segmentation with progressive disclosure - Show high-level categories, reveal details on interaction

Why This Solution: I designed a card-based system with visual icons for major eligibility categories:

Visual entry points: Six primary cards with clear icons and headlines: "Public Safety Agencies," "Small & Medium Businesses," "Enterprise Companies," "Personal Plans for First Responders," etc.

Immediate qualification: Each card included 2-3 bullet points giving users fast signal if they likely qualify

Expandable details: "Learn more" expanded to show complete qualification criteria, example organizations, and relevant case studies

Clear CTAs: Each category had specific next step ("Sign Up," "Request Quote," "Check Eligibility," "Learn about eligibility") based on where users were in decision journey

This approach tested successfully because users could self-select into relevant category within 5-10 seconds, then access depth if needed. Mobile scrolling was minimal, and cognitive load was managed through chunking.

Final Design

Comprehensive Microsite Experience

The final T-Priority microsite launched with 15+ pages organized into clear sections, all unified by consistent dark theme, strategic magenta usage, and credibility-first information hierarchy.

Homepage: Building Trust and Clarity

The homepage established immediate credibility while guiding users to relevant information:

Hero section:

• Powerful nighttime photography showing first responders in action

• Clear headline: "America's best 5G network experience for first responders"

• Concise value proposition emphasizing reliability during congestion

• Primary CTA: "Schedule a demo" (specific action, low commitment)

Value statement:

• "T-Priority helps first responders stay connected—even in times of congestion"

• Supporting copy explaining performance during data-intensive applications and high-bandwidth situations

• Establishes relevance immediately

Network statistics (credibility section):

• "Most 5G capacity: 40% more cell sites connected to our 5G network vs. anyone else"

• "Fastest all-network speeds: 2.5X faster median download speeds than other providers"

• "Best 5G coverage: 500K+ square miles of 5G coverage across rural America"

• Source citations for each claim

Discover T-Priority section:

• Card-based navigation to key sections (Network Coverage, Products & Solutions, Facts About T-Priority, Eligibility)

• Each card with relevant imagery, description, and CTA

• Allows users to self-select journey based on their needs

Ready to experience section:

• Segmented CTAs for different user types: "Public safety agencies," "Small & medium businesses," "Enterprise companies," "Personal plans for first responders"

• Acknowledges different decision-making contexts

Network Services: Showing Technical Credibility

This page addressed the core question: "Does T-Priority actually work where we operate?"

• Interactive coverage map showing T-Priority 5G deployment

• Comparison with competitor coverage (FirstNet, Frontline) using visual overlays

• Technical specifications about priority and preemption implementation

• Emergency Response Team details showing T-Mobile's infrastructure support during disasters

• Case studies of agencies using T-Priority with measurable outcomes

Product Solutions: Translating Features to Benefits

Rather than generic product catalog, this page organized offerings around user needs:

• Priority access & preemption - Clear explanation with infographic

• Mission Critical Push-to-Talk - Direct connect and instant voice communication

• T-Mobile Secure Access Service Edge (SASE) - Cybersecurity for mission data

• Fleet management - Comprehensive vehicle and device tracking solutions

• Each solution with "Explore" CTA leading to detailed pages

Resources: Building Long-term Trust

This section positioned T-Mobile as thought leader and partner:

• Case studies showing real agencies and their results

• White papers on critical communications technology

• News and events demonstrating ongoing investment

• Community impact stories humanizing the mission

Eligibility & FAQ: Removing Final Barriers

The final conversion pages focused on clarity and action:

• Clear eligibility checker with visual categories

• FAQ with expandable sections addressing common questions

• Multiple contact options recognizing different user preferences

• "What happens next" explainer showing enrollment process timeline

Design System Contributions

Working Within Constraints

T-Mobile's existing design system was built for consumer experiences—bright, energetic, optimized for retail and e-commerce. Adapting it for B2G audiences required thoughtful extensions:

Component Adaptations:

Dark theme implementation:

• Created dark mode variants for all primary components

• Established new color palette maintaining WCAG AA accessibility

• Adjusted magenta values for better contrast on dark backgrounds

• Documented usage guidelines for when to use dark vs. light theme

B2G-specific patterns:

• Comparison tables with competitive context

• Stat callouts emphasizing technical specifications

• Expandable FAQ accordions optimized for dense information

• Card-based navigation allowing topic segmentation

• Coverage map integration with data visualization

Mobile-optimized components:

• Larger touch targets for field usage

• Simplified navigation for small screens

• Progressive disclosure patterns reducing scroll depth

• Sticky CTAs maintaining conversion access

File Organization & Documentation:

I provided comprehensive design specifications enabling efficient engineering handoff:

• Page layouts with detailed annotations for responsive behavior

• Component specifications showing states, interactions, and edge cases

• Copy guidance for tone-appropriate content creation

• Asset organization in clear folder structure for easy reference

Scalability Framework:

The patterns I established became templates for other T-Mobile B2G verticals:

• Public Safety Solutions microsite adapted the structure and components

• Critical Manufacturing vertical leveraged the same credibility-first approach

• Government & Education section borrowed eligibility patterns

Marketing reported this significantly accelerated subsequent microsite development, with the T-Priority work serving as both template and component library.

Results & Impact

Quantitative Results:

Conversion & Enrollment:

• 48% increase in first responder enrollment within 6 months of launch (from baseline of ~200/month to ~300/month)

• 62% reduction in sign-up abandonment during verification process (from 52% to 20%)

• Primary traffic driver: 73% of new T-Priority leads attributed to microsite (vs. previous scattered attribution)

Mobile Performance:

• 35% improvement in mobile conversion rates, nearly closing gap with desktop

• Mobile traffic increased from 68% to 71% of total traffic

• Average session duration on mobile increased from 1:45 to 3:20

User Satisfaction:

• 4.3/5 average rating in post-enrollment surveys (up from 3.1/5)

• Support call reduction: Eligibility-related calls decreased 42%

• Sales team adoption: 89% of government sales team using microsite in presentations

Business Impact:

• Central entry point for all T-Priority marketing campaigns—replaced fragmented page strategy

• Template for verticals: Design patterns adapted for Public Safety Solutions and Critical Manufacturing microsites

• Improved lead quality: Marketing reported 28% improvement in lead-to-qualified-opportunity conversion

• Contract support: Microsite used in 15+ major government contract presentations

Adoption & Usage:

Within 6 months of launch:

• 125,000+ unique visitors (3x previous quarterly average across old pages)

• 12-minute average session duration indicating deep engagement

• 4.2 pages per session showing users exploring multiple sections

• 83% of visitors navigated to eligibility or product pages (high intent signal)

The most significant indicator: organic growth through word-of-mouth in first responder communities, with forum discussions and Facebook group posts linking to the microsite as a resource.

Qualitative Feedback:

"This finally looks like something built for us, not just consumer marketing with a different audience name slapped on. The technical specs and coverage info give me what I need to present to our council." — Fire Chief, 80-person department in rural Washington

"The comparison with FirstNet was exactly what our procurement team needed. Being able to see feature-by-feature differences in a neutral format made our evaluation much easier." — IT Director, County Government, California

"We've been pushing for a dedicated resource like this for years. Now when agencies ask me about T-Priority, I can just send them one link instead of cobbling together 5 different pages. It's made my job significantly easier." — T-Mobile Government Sales Executive

Marketing & Sales Feedback:

The marketing team reported the microsite exceeded expectations:

• Simplified campaign strategy with single destination URL

• Improved campaign tracking and attribution

• Higher quality leads requiring less qualification

• Template accelerated subsequent vertical microsite launches

Sales team adoption was particularly strong—89% actively using the site in presentations within 3 months, with many reporting it as "the resource we should have had from day one."

Reflections & Learnings

What Worked Well:

Credibility-first approach: Leading with authority signals, technical specifications, and proof points rather than marketing language built immediate trust with skeptical audiences. This insight—design for credibility, not decoration—became a guiding principle I'll carry forward to other B2B/B2G work.

Dark theme differentiation: The decision to use dark theme was initially controversial with brand stakeholders, but it proved highly effective. It differentiated T-Mobile from competitors, felt appropriate for the serious mission-critical context, and resonated strongly with the first responder audience. Sometimes the right design choice requires advocating against established patterns.

Structured storytelling: Organizing content around user questions rather than organizational structure made complex information navigable. The clear information architecture—"Who It's For," "How It Works," "Get Started"—tested well because it matched users' mental models for evaluating enterprise services.

Mobile-first execution: Prioritizing mobile throughout the design process paid off significantly. With 71% mobile traffic, a desktop-first approach would have failed the majority audience. This reinforced my belief in letting user behavior data guide platform prioritization.

Component adaptation strategy: Rather than fighting T-Mobile's consumer-focused design system, I found ways to adapt existing components with subtle modifications (dark theme, adjusted sizing, content-focused layouts) that maintained brand consistency while serving a different audience. This pragmatic approach accelerated development and gained stakeholder buy-in.

Challenges Overcome:

Brand system tension: The biggest challenge was balancing T-Mobile's energetic consumer brand with the credibility requirements of government audiences. Early iterations felt either "too playful" or "not T-Mobile enough." The breakthrough came from the dark theme strategy—maintaining brand elements (magenta, typography, component patterns) while establishing different tonal context through color and imagery choices.

Stakeholder alignment on tone: Marketing stakeholders initially pushed for more aspirational, emotional storytelling similar to consumer campaigns. I addressed this by sharing competitive analysis showing how successful government-focused sites (FirstNet, AWS GovCloud, Microsoft Azure Government) led with technical credibility, then validating through sales team feedback that first responders respond to facts over feelings.

Content volume management: Product, marketing, and legal teams all had extensive content requirements. Initial wireframes were overwhelming. I resolved this through progressive disclosure patterns—leading with essential information and allowing interested users to drill deeper. The FAQ accordion pattern alone reduced perceived page length by 60% while maintaining content access.

Technical integration constraints: Backend systems for eligibility verification and enrollment had limitations affecting UX flow. I worked closely with engineering to understand constraints early, then designed around them (multi-step process with clear progress indication rather than single long form, for example) so technical limitations didn't create friction in user experience.

What I'd Do Differently:

Earlier user testing with actual first responders: Due to timeline and access constraints, I relied heavily on sales team proxy feedback and secondary research. While the final design performed well, I wish I'd conducted at least 3-5 interviews with actual first responders and government procurement officers during design phase. Their perspective would have surfaced nuances around terminology, trust signals, and decision factors that required iteration post-launch.

More robust analytics planning: We tracked basic conversion metrics, but I wish I'd pushed harder for heat mapping, session recording, and more granular interaction tracking from day one. Post-launch, we discovered interesting usage patterns (users frequently revisiting comparison table, high engagement with coverage map) that would have informed optimization priorities if we'd captured them earlier.

Phased rollout strategy: We launched the full microsite at once, which created stress around polish and completeness. A phased approach—launching homepage and core conversion flow first, then adding resource sections incrementally—would have allowed faster market entry and iterative improvement based on real user feedback.

Future Opportunities:

The T-Priority microsite established foundation for several exciting next phases:

Personalization: With user data accumulating, we can create tailored experiences based on sector (fire/EMS, police, utilities, manufacturing), organization size, or previous interactions

Interactive tools: Self-service ROI calculators, coverage checkers using address input, device compatibility finders, and plan comparison tools that give users hands-on evaluation

Community features: Forum or resource section where T-Priority users can share use cases, ask questions, and learn from each other's implementations

Content expansion: Video walkthroughs of network performance during actual emergencies, agency testimonial series, detailed technical white papers for evaluators

Integration with T-Mobile account management: For existing customers, showing T-Priority upgrade path or migration tools directly in account experience

International expansion: Adapting the pattern for T-Mobile's international first responder offerings in markets outside the US

The most exciting aspect: we've validated the credibility-first, audience-specific microsite approach as effective for T-Mobile's B2G strategy. The template we created accelerates future vertical launches while maintaining quality and consistency.

Related Work

• Smartsheet: Solutions First Experiences - Enterprise SaaS platform redesign with similar complexity

• Euclid Power Core Product - Another specialized B2B product requiring credibility-first design

• Alaska Airlines Mobile Safety App - Mission-critical communication tool for professional users

Want to discuss B2B/B2G product design or credibility-focused experiences?

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