AT&T E-Commerce & Strategic Vision
Optimizing the digital shopping experience and envisioning a data-driven future for one of the world's largest telecoms
Key Outcomes
- Optimized the wireline buy flow, contributing to measurable improvements in conversion and task completion
- Redesigned the product listing page based on user testing, consolidating all physical products into a unified shop experience
- Developed a blue-sky e-commerce vision centered on data-driven personalization, adopted as the team's strategic north-star
- Audited and refined ATT.com's navigation structure, improving information architecture and content findability
- Delivered persona-driven customer journeys, configurator flows, and checkout wireframes
CONTEXT
Wireline Buy Flow Optimization
I partnered with AT&T's Digital Experience Planning team to optimize pain-points within the existing e-commerce buy flow for home phone, internet, and TV services. I explored shopping tools that would help customers make better decisions, including a Help Me Choose tool and a robust Channel Lineup comparison. Each solution went through extensive iteration, prototyping, and testing across mobile and desktop.
Help Me Choose & Channel Lineup Tool
STRATEGY & APPROACH
Product Listing Redesign
To unify AT&T's fragmented shopping experience, I proposed integrating all physical products into one cohesive shop. I designed, prototyped, and tested three variations of the listing page and filtering system. User testing clearly identified the traditional approach as the winner for browsability and product findability.
Option 2
Option 3
Testing Insight
User testing across three product listing variations clearly identified the traditional approach as the winner for browsability and product findability.
KEY DECISIONS & TRADEOFFS
E-Commerce Strategic Vision
My final project with AT&T was to research and develop a blue-sky vision for the future of their digital shopping experience. We were asked to set aside existing backend constraints and reimagine the entire e-commerce platform with a focus on customer data and personalization.
MY ROLE
Persona-Driven Customer Journeys
Using AT&T's existing persona "Maggie," we created two distinct scenarios and customer journeys through the shopping experience. The first followed Maggie as a new customer shopping for internet service; the second as an established customer consolidating plans. Throughout both journeys, we identified opportunities to use data intelligently to personalize the experience.
Journey 1: New Customer
Maggie is a college student on her own, looking for a new smartphone and internet service fast enough for streaming with roommates.
Journey 2: Existing Customer
Maggie and Steve consolidate their phone and internet services, add TV, and optimize costs by combining everything into one plan.
IMPACT & OUTCOMES
Navigation, Configuration & Checkout
As the vision came together, I audited ATT.com's navigation structure and content to deliver a refined navigation recommendation. I also designed an optimized configurator and checkout flow, wireframing key screens for the end-to-end process.
While the final vision materials remain under NDA, these process artifacts illustrate the depth and rigor of the strategic work involved.
