AT&T ICONIC LAUNCH
Discover My Winning Strategy for AT&T's Online Upgrades
CHALLENGE: Create a seamless experience.
Customers who want to get the newest iPhone model immediately can’t complete their order online because of a confusing 24 step, an uneditable flow that includes irrelevant content.
SOLUTION: An effective and engaging experience.
Reduced steps from 24 to 8, allow customers to edit their configuration choices at any point in the flow through the cart by simplifying and personalizing the experience.
RESULTS: Boosted online upgrades by 230% YOY.
A new sales record! Focused on the user, the new experience is seamless and personalized and uses a single canvas approach. From product selection to check-out, users can configure their phone, make changes along the way, and start and finish anywhere. Reduced time-to-market from 18 to 3 months.
My Role: Design Lead: Branding, UX, UI, Interaction Design.
Team Partners: Product Management, Data, Engineering.
Goals
Seamless Configuration: Enable customers to edit choices at any stage for a fluid experience.
Streamlined Flow: Condense the flow by 50% with fewer than 24 steps for quicker navigation.
Effortless Experience: Decrease customer fallout by 60% and service contacts by 25%.
Main Personas
JASON, Businessman, Traveler
Motivations: Early access to the newest technology Frustrations: Complexity of tasks online
SAM, Saleswoman, Tech-savvy
Motivations: Accessible on-the-go
Frustrations: Can’t find relevant info online
Use Case Storyboard
Crazy 8s and Sketches
How might we
How might we enable users to complete their purchases independently?
Vote and decide
User Research
“Could not be happier with how cohesive the process is. It’s lovely to set up my new phone!”
User Testimonial
Insights from 400+ Interviews and Surveys
Sketch, Prototype, Live content
Experience
EXPAND/COLLAPSE
Inactive sections in the flow are grayed out. As customers make selections for each step, sections collapse, revealing the next step. Expand/collapse is used for progressive disclosure of details throughout the flow.
EDITABLE
It’s a single canvas approach that allows customers to edit their configuration choices at any point in the flow and in the Cart.
END-TO-END EXPERIENCE
The journey is personalized and relevant to the user—from the teaser email they receive to the experience at att.com, post-sale support, and product delivery.
Prototype
Live Content
Results
Boosted online upgrades by 230% YoY – New Record! Reduced time to market from 18 to 3 months.
Work
