AT&T Responsive Design System

Date

April 2016

Role

Project Lead & Art Director

Tools

PhotoShop, Illustrator, InDesign

Powered By

Adobe Experience Manager CMS

start with why

“As a stakeholder I need our organization to implement a faster, efficient, device agnostic method for delivering offers to customers without a complete redesign or a release for each initiative.”

client since

2007

location

Bothell, WA

industry

Telecom & Entertainment

Projects Completed

A lot!

Problem

Background.

In 2015 AT&T decided to take the plunge into responsive design. In addition, the current site platform which launched in 2010, was not responsive and performing slow. To make up for the lack of responsive content, in 2012 we launched a separate mobile site. However, that created two sites to maintain which doubled the effort in updating and creating new content. Additionally, the methods & styles to design for the 2010 site were archaic by 2015.

Strategy

Strategy.

  1. Update the platform to Adobe Experience Manager (AEM).
  2. Create a responsive website, with a mobile-first content approach.
  3. Move away from page templates and create a modular design system so pages could be built/updated by content implementors and released daily, instead of by developers and released on a project schedule.
  4. Utilize the newly emerged Digital Standards team to ensure design, code, copy and accessibility requirements were built uniformly.

Solution

My role.

I was asked to oversee the creative efforts to redesign and "responsify" the upper funnel pages of att.com. This was 12-15 pages, plus up to 3 versions of each for regional and authenticated-user specific content. The project was underway when I was assigned the initiative. Some of my tasks included:
 

  1. PROJECT LEAD.
    I coordinated the efforts of our external design agency, UX research, content implementors, development team, and copy strategists.
  2. RESOURCE MANAGEMENT & MENTORSHIP.
    The initial design was heavily dictated by an external design agency. I wanted to give our internal talent, who’d be sustaining this work, an opportunity to grow their responsive design skills. So I pulled designers to ensure they were getting acclimated to the responsive design process we were creating before deadline and metric dependent work assignments were handed out.
  3. WIN TRUST.
    I worked with stakeholders to gather their content and functional requirements for a redesign. We started lean, so some of the requested functionality would be placed in a backlog. I made myself available to attend regular Q&A sessions with stakeholders to alleviate their concerns.
  4. PROCESS CREATION.
    I created a workflow with input from the the development and content implementation team, to create a feature request intake process. This allowed product owners to request new pages, content updates, or functionality enhancements starting in Phase 2. As part of this process, I created an intake form to track requests. Requests were submitted to me or my producer. Once vetted, I'd assign an IA to provide an analysis or solution.
  5. PROCESS DOCUMENTATION.
    I designed our module “bible” which contained detailed information on each component at each breakpoint.
  6. QUALITY ASSURANCE.
    I performed Visual QA on each component to ensure each component was coded to spec, at each breakpoint on Chrome, Firefox Safari, and Internet Explorer.
  7. TRAINING & SUPPORT.
    From March - November 2016, I held multiple training sessions to ensure the standards team, design teams, content implementors, and copywriters knew where to access the files, documentation.

Results

Achievements.

The AEM Multi-screen redesign launched in April 2016.

I oversaw the creation of 99 module templates across 3 breakpoints, which replaced over 1500 templates.

Product Owners were no longer restricted to template-based pages. A section of a page could be updated through the daily release process instead of a full development effort.

I created a repository for assets available to all disciplines and external vendors.

I helped promote and encourage collaboration with the newly established standards team by following and referencing their guidelines.

NFL Sunday Ticket TV
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NFL Sunday Ticket TV

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Date
July 2018
Role
UX Consultant, Lead Information Architect
Tools
Illustrator
UX Recommendation ≫
start with why
“As a product owner, I would like your UX recommendation on optimal presentation for our new streaming service. We have a tight timeline, minimal budget development budget.”
Problem

Problem.

  1. The current iteration of the page architecture is based on business goals, not the customer's need.
  2. There is little development budget so the recommendation will likely not be implemented and launch.
Strategy

Process.

I analyzed the customer journey and content strategy. This is what I discovered:

  1. Customer Journey. Not all football fans will be eligible for the streaming service. The original page flow takes the user to the landing page where they can learn and get excited about the benefits, only to realize they may not be eligible. This could lead to user disappointment, and negative feelings toward AT&T. Feelings leave a lasting impression on people.
  2. Content Strategy. The content hierarchy prioritizes the business goals and does not align with the users mental model for processing this type of content. The information layout is not intuitive nor easily scanned.
Solution

Solution.

  1. I created a new customer flow, which moves the eligibility checkbefore the landing page. This way users will be segmented and only those eligible arrive at the landing page.
  2. I re-architected the page by ordering the content from a customer-first perspective and providing a mobile-first copy strategy. I created a wireframe of the page in mobile, then desktop and compared it against the original design by spelling out the differences.


    If the information is presented in a way that it resonates with the user, the business is better positioned for conversion and theoretically meeting the business goal.
client since
2007
location
Bothell, WA
industry
Telecom & Entertainment
Projects Completed
So many.
Results

Results.

The product owners were receptive to the feedback and agreed with the recommendation. However, their lead time for requesting a consult did not align with development deadlines. They plan to revisit these recommendations in a later phase.

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Event Management Strategy
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Event Management Strategy

Leave review
Date
October 2018
Role
Strategist & Information Architect
Tools
Sketch, Pen & Paper
Powered By
Joomla CMS
thelinkprogram.org ≫
start with why
“As a volunteer, I (Jovon) want to improve and automate our event registration process and eliminate RSVP by "Reply-all."”
Problem

Problem.

  • Students, our primary audience, do not use our site.
  • The existing CMS was difficult for the Program Director & volunteers to update.
  • The Events section could work harder by automating some of the manual work done by the volunteers and the program director.
  • Official notice of our workshops was sent out 7-3 days prior to, and via email TO: all volunteers. Each volunteer would reply-all their attendance/regrets.
  • Responses that needed all volunteers attention were often overlooked due to inbox clutter.
  • Student registration was manually tracked in a Google Sheet, only.
  • Since Joomla’s applications are pre-coded there will be constraints to the user flow, architecture, and visual design.
Strategy

Strategy.

  • Determine the needs of the parents, students, volunteers, and web site admins.
  • Research all Joomla Event Management applications. Find one that is feature rich and inexpensive.
  • Since these applications are pre-coded there will be constraints to the UX and architecture.
  • Incorporate MailChimp and RemindApp into the communication process.
Solution

My role.

  • DISCOVERY.
    I created a spreadsheet to compare all features of the Joomla event management application may meet our needs. I narrowed the list down to two. Purchased them both installed and stress tested them with a few events from the current site, plus functionality we wanted to incorporate. Presented my recommendation to the team. I received buy-in.
  • ANALYSIS.
    I downloaded the event application’s underlying PHP databases with and manually extracted all event details (2012-2018) from the current website. Then uploaded the complete data to the staging instance of the site. Once all event details were available on the staging I was able to get a full view of the pre-built customer journey and identify gaps and optimize it.
  • ARCHITECTURE.
    Entry points were determined as part of the overall site architecture. I determined which stage in the flow event flow each entry point would drop the user.
  • DEVELOPMENT.
    I re-architected the content from the out of box layout by manipulating the PHP, HTML, and CSS to match a fluid layout that would meet the user’s needs.
  • PROCESS DEVELOPMENT.
    To inform students, parents, and volunteers of upcoming events, I integrated MailChimp generated notifications directing the user to the event details page to register. In an effort to communicate better with students, I also incorporated RemindApp to communicate with students, parents, and volunteers via text without sharing personal phone numbers. Since the site is now responsive users can sign up on their mobile devices from a direct link in the text message.
client since
October 2017
location
Seattle, WA
industry
Arts & Education
Projects Completed
3

web site redesign / creative strategy / design thinking facilitation / process improvements / identity update / workshop development

Results

Results.

Student & volunteer registration management is completed online with a 70-100% response rate for each event since launch. This significantly reduced time spent creating and reviewing correspondence over the previous manual communication process.

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