US carriers face a number of challenges in the post iPhone landscape. How can they offer customers mobile devices that are easier to use, with intuitive software that allows quick access to customized content? The race is on to overhaul the customer experience. Sprint, the third largest carrier in the US, hired frog to design a richer but more-simplified user experience – one that afforded easy access to information and contacts, and one that was unique to the company brand.
Sprint wanted to increase customer engagement through a consistent and coherent Sprint branded experience, and together with frog they realized that the best way to do that was to empower customers with a simplified, easy-to-use UI that would allow for a fearless approach to discovery. Not only would this UI create more value in products and services through personalization and customization, but it would also increase data service usage, reduce customer support needs, and offer a consistent brand experience.
After a remarkable seven-month combined effort from software technologists and designers in Bangalore, India, and Austin, Texas, from frog, Sprint, and Aricent, frog’s parent company, the team created the One Click UI. One Click offers increased discoverability, a way for users to customize the information they receive and keep that information fresh, and a single interface that can be used on multiple phones. Most importantly, the UI is recognizable from across the room, stamping each phone with the unmistakable Sprint brand.
One Click brings the simplicity, customization and easy navigation commonly found on smartphones and high-end wireless devices to Sprint's mid-tier devices. As easy to use as speed dial, One Click features a carousel menu style with “tiles” that let customers access their favorite features in one simple step. Users can personalize their home screen by selecting and organizing features and content, such as text messaging, email, music, and call log. A Google search tile can be accessed right from the home screen and customers can also add shortcuts to their favorite websites, also accessible via the home screen.
"With One Click, you're not just setting a screensaver,” says Kevin Packingham, Sprint's senior vice president, product and technology development. “You're making decisions on what kind of content and data is important to you."
Sprint unveiled One Click at the CTIA Wireless and Entertainment Conference in San Francisco in September, and was awarded “Best Overall Product of CTIA Wireless IT & Entertainment 2008.” Sprint has rolled out One Click on several new handsets including the LG Lotus, Samsung Rant and Samsung Highnote. By offering smartphone features on non-smart phones, frog and Sprint have helped mobile technology enter a new, more-accessible arena.
