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AT&T IDSE

Art Direction / UX / UI Design / Prototyper
SOLUTION

The IDSE strategy is an effort to improve the online sales experience through streamlining the buyflow. Create a single page integrated digital sales experience for purchasing all AT&T content and services, which both customers and sales agents can use. Tell the new entertainment AT&T story with fewer page transitions that leads to higher conversion/GAs.

IDSE was already in flight once I came aboard. The team had done some initial research and user testing on very simple buyflow. I came on board to flesh out the full DTVN user experience, create a visual design system that could be used across multiple LOBs, and mock up prototypes that could be used for further testing. Use modular components that can be leveraged across multiple products reducing future development cycles and enhance load performance to less than 1 second per page load.

RESEARCH
  • The overall design of the all-in-one scrolling page worked well for most.

  • Users were uncertain sometimes of which service each plan referred to.

  • Viewing the channel line up was important to most all participants when determining what TV package would best fit their needs, but users had mixed success in finding the channel line up link.

  • The integration of services into a one-page offer is effective at driving engagement and awareness, but currently lacks the personalization necessary to fully illustrate the value and close the deal.

I used that research as a baseline to flesh out the DTVNow flow starting with high level task flow.

ENHANCEMENTS

Although the framework succeeds at efficient configuration, it does present several challenges for users:

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  • Update and flesh out the buyflow and visual design to help facilitate scanning and communicate clearly.

  • Viewing the channel line up was important to most all participants when determining what TV package would best fit their needs.

  • Learning about the included services (limited real estate).

  • Create clear cost breakdown of individual components.

  • Provide a mean to not overwhelm with too much content.

  • Make it easier to compare plans (mobile).

  • Quick scannability to understand required actions (overall visual design, layout, content, & selected state).

OVERVIEW
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