AT&T International Roaming CX

Problem Space:

Customers were struggling when navigating the digital experience for international roaming packages. Many customers ended up calling CSR for help understanding and purchasing the packages versus leveraging digital channels.

Goal:

Create a digital experience for AT&T’s international roaming packages that will provide customers with a clear, simple, personalized experience throughout their journey.

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.
Partner in defining end-to-end customer experience.
Creating and evangelizing of personas with their journeys.
Lead design
Present to multiple stakeholders up to executive leadership.
Final documentation for development pods.

Using the data from our research activities, I created user personas, journey maps and mental models that represented the customer’s entire journey. These became our bible for determining feature sets, content and UI needs.

Multiple designs and prototypes where built starting with early wireframes that were used in customer collaboration sessions. We increased fidelity as we continued to gain insights from users and feedback from business partners.

Design Solution:

Simplified sales flows for new and/or seasoned travelers.
Associate travel destinations with service plans.
Simplified product offering descriptions and visual context.
Device responsive
Travel concierge app that supports users needs & questions during a vacation

One important user need identified was the need for a supporting tool during all phases of their travel. The solution was an app that included access to important information about using a device while abroad, tools to help track and manage usage (i.e. data and calling minutes) as well as a reference point for billing. This included a communication plan that included emails and push notification to support and delight the user.