AT&T Single Page Sales Experience

PROBLEM SPACE

Customers weren’t leveraging the online channel for purchasing prepaid phones.

ASK

Create a prepaid customer centric sales experience.

MY ROLE

As the experience lead on this project I was responsible for oversight and deliverables.

Developed a plan that included research activities and concept development.
Facilitate design thinking activities across organizations, teams and stakeholders.
Present to multiple stakeholders up to executive leadership

RESEARCH

To better understand the problem space we conducted an industry analysis, usability study, interviews and contextual inquires.

FINDINGS

Prepaid customers want the ability to shop based on their mental models of device or package first.

DELIVERABLES

Research activity analysis presentations
Insights brief
Design direction

DESIGN THINKING

To build a cohesive vision across designers and stakeholders I facilitated a Design Thinking session for one day that included: empathy mapping, problem identification & statement, and features/solutions to address the user needs.

DESIGN SOLUTION

A responsive, single-page shopping experience that allowed for different customer’s mental models of phone or plan first. Plus, an on-page cart with hidden option, when shown will provide “out the door” pricing as customers selected items.

POST USABILITY EDITS

LEARNINGS

Users want full disclosure when shopping. No surprises when they hit that checkout button.

Additional line items were added to the cart showing taxes and fees.

Users weren’t noticing the floating cart icon before adding items.

Updated the cart icon to be more noticeable without interfering with the over page experience.

DELIVERABLES

Iterative paper prototypes
High fidelity prototype
Annotated wireframes
Feature sets with user stories
Roadmap recommendation

Documentation Example