AT&T Switcher Flow

Date

February 2018

Role

Information Architect, Design Consultant

Tools

Adobe XD, PowerPoint

Powered By

Adobe XD

start with why

“As a product owner, I need a functional prototype to user-test the optimal presentation of “call me” functionality in the Switcher Flow.”

client since

2007

location

Bothell, WA

industry

Telecom & Entertainment

Projects Completed

Hella

visual design / ux design / art direction / people management / process development

Problem

Problem.

FUNCTIONAL: In order for a DIRECTV customer to actually switch wireless carriers, he must speak to a rep. We also know most users will expect to complete a process online when they've started online. How might we mitigate abandonment by creating an efficient way for a customer to speak to a call center rep?

 

DESIGN: The current design does not meet color contrast (accessibility) requirements and the content hierarchy needs improvement.

 

Strategy

Strategy.

To add functionality to the Switcher Flow so the user can schedule a time for the rep to call him instead of waiting on hold indefinitely. Mobile first. This flow contains a lot of content and I need to ensure it's easily understood. If we master the hierarchy on the smaller screen, we can easily apply the design to larger viewports.

Solution

Solution.

I wanted to maintain the original structure of the flow which allowed the user to complete the entire process on one page. Being cognizant of cognitive load, I applied the chunking principle and progressive-reveal to break up the content. Then added in the new feature of collecting the user's contact info allowing him to schedule a call back from as soon as 15 minutes, up to 48 hours.

 

As a courtesy I also presented the product team with a list of the aesthetic issues in the original design. They updated the design as a result.

Results

User test results.

 

  • 10 of 10 participants completed the flow quickly and easily—“incredibly easy".
  • 8 of 10 participants wanted earlier notification that switching requires a callback.
  • 9 of 10 participants understood the benefit enough to move forward, most expecting more details before deciding.
  • 10 of 10 participants liked the overall design—“Very appealing” & “Easy to follow and easy on the eyes”.
  • 8 of 10 participants preferred the two page split over a single page flow.
  • 9 of 10 participants quickly and easily used the grid, all liked it—“clear and easy” & “easy and convenient”.
  • 8 of 10 participants preferred the grid over the list.

 

AT&T Gift Card Concepts
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AT&T Gift Card Concepts

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Role
Visual Designer, Design Strategist
Date
January 2018
Tools
PhotoShop, Illustrator
start with why
“As a product owner, I want to offer our customers gift cards. I am making a pitch to our business executives and need a supporting visual.”
Problem

Opportunity.

While researching opportunities for the holiday 2017 season, the product owner noted a potential revenue miss with AT&T: A gift card program. Companies that utilize gift cards reported an average sales lift of 60%.

Strategy

Strategy.

Instead of creating one gift card, I designed a range of options. My strategy was to offer variety to the customer while promoting for our lines of business.

  1. Gift givers want to buy products that match the recipient's personal style. Let’s provide a level of personalization through our variety of product offering.
  2. The variety of products serves as an opportunity to showcase products, services, and entertainment content.
  3. Gift card designs can also align with annual offers like Back-to-School or Valentine’s Day.
Solution

Solution.

I determined 5 categories to show that would meet customer and business needs.

  • Categories 1 -3: AT&T branded, DIRECTV content, and popular/featured products. I used the AT&T brand as well as licensed images.
  • Category 4: Occasions. For Valentine’s Day, I selected a stock image a designed a milk-froth AT&T logo. For the Back-to-school design, I used a chalkboard theme converting our logo to a chalk texture image and pairing that with the back-to-school appropriate typography.
  • Category 5: eGift Card. For last minute gifts and busy customers, the eGift provides a variety of styles OR the option upload your own image.
client since
2007
location
Bothell, WA
industry
Telecom & Entertainment
Projects Completed
A lot!

visual design / ux design / art direction / people management / process development

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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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