Visila Design

AT&T

UI/UX/Research & Product Design

AT&T Inc. is an American multinational telecommunications conglomerate, headquartered at Whitacre Tower in downtown Dallas, Texas. As of February 2017, AT&T is the 12th largest company in the world as measured by a composite of revenues, profits, assets and market value, and the 12th largest non-oil company. AT&T is the largest telecommunications company in the world by revenue. As of 2017, it is also the 18th-largest mobile telecom operator in the world, with 135 million mobile customers. AT&T was ranked at #4 on the 2017 rankings of the world's most valuable brands published by Brand Finance.

  • messages
  • messages
  • messages

Design process

Understand

Using NPS score, customer interviews, and usability research and competitive analysis we documented all the pain points that AT&T customers faced researching and buying phones and plans on att.com. The buy flow experience was complex and confusing and there was clear frustration from users on the process of choosing a device and plans for their phones. The cart abandonment was high due unexpected fees, confusing product nomenclature and overwhelming legal content. This effort to optimize AT&T buy flow process involved Business Analysts, Product Managers, Content Strategist, Developers, User Researchers, and two UX/UI designers.

Usability/Research findings:

  • Customers had trouble finding the best value on the AT&T site
  • Customers were not very confident that the site provides enough information to make the best decision
  • Customers wanted a full explanation of the total cost of their device and service options
  • Many Customers had difficulty adding multiple devices to a plan
  • Installment plans were appealing for users that want multiple devices but do not want to pay a lot of money upfront
  • Many customers were put off by default phone/plan recommendations and find accessory pages obtrusive
  • Customers somewhat understood the full cost of their selections, but were not confident that they got the best price
  • The AT&T site does not present pricing information in a clear manner
  • Customers were not very successful in adjusting their selection to get the best value,
    and they were not very confident they got the best price
  • It was not clear what access fees are or how they affect the overall price of service plans
  • Most users cannot describe AT&T Next and its benefits
  • There is confusion regarding device ownership in two-year and installment plans (e.g., AT&T Next)

Flow

Wireframes

Results

Click here to go through the new AT&T optimized buy flow (device and plan selection)

  • Simplified the process of buying devices by reducing the number of buying options from 6 to 3
  • Simplified and improved the process of selecting and comparing plans with straight forward pricing and fees transparency
  • Simplified the nomenclature of plans and pricing to make them easily understandable and offering more concise plan and pricing descriptions
  • A simplified and optimized buy flow process reduced cart abandonment by over 28%
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