AT&T Homepage + Upperfunnel
Strategy /Art Direction / Design / Prototyper
SOLUTION
As part of their transformation, AT&T wanted to see how reinventing the brand expression would resonate with the their customers. Overall, the purpose of this redesign is to test overall appeal of AT&T’s current brand compared to a potential new version of its brand expression. Additionally, AT&T wants to create excitement through design transforming AT&T into a leading digitally-driven entertainment lifestyle company and improve online customer acquisition by connecting with them through trust, relevancy and personalization.
Refine the content strategy to better meet the needs of a changing customer base, simplifying the experience and clearly articulating customer benefits. Create customer relevancy through vibrancy, inclusivity, personalization and positioning AT&T as a premium service provider. I designed the system on modularity and streamlined it to aid in visual clarity to be used across viewports and allow implementors to quickly go to market. A/B test the components on current pages measuring CTR and CVR.
RESEARCH
ENHANCEMENTS
My first step was to dive into any available research and understand current customer friction points.
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I don’t want to have to dig for what I am looking for, show me the products up front”.
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Confusing offers, hidden fees, long term contracts. Why are you showing me offers I can’t get.
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It’s frustrating when I can do stuff on the PC but I can’t do the same stuff on the phone.
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Different companies try to get you to have bundles, even if you don’t want parts of it. I didn’t want a landline, but we have it. It’s annoying.”
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I don’t understand the offers on your homepage, they are too complicated, and there is too much text to read.
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I feel like there’s too many clicks to get to where I need.
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I didn’t know DIRECTV and AT&T were the same company.
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Across multiple designs tested, customers have often struggled to find the Channel Lineup link: They do not typically scroll down the page and they often look within TV package/offer tiles.
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Customers like the ability to compare across packages quickly, although full channel lists are often overwhelming and cumbersome, especially mobile. Several participants expressed frustration with the BAU design/layout of channel lineup.
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When searching for Internet, download speed and price were the main factors customers were looking for.
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The website doesn't connect with me. There's nothing memorable.
After doing research and site/content analysis, I formulated potential ways to improve the experience.
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Simplify/reduce content and lead with customer value.
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Make it easy to find products, deals and rewards.
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Be transparent about total cost to build trust.
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Build a modular system thats flexible and adaptable.
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Reduce the number of pages and clicks.
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Ensure pages are mobile friendly.
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Ensure that the most important/useful information is easily accessible near the top of the pages.
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Make the download speeds more prominent for Internet.
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Use relevant offers for customers via personalized segmentation.
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Put the key performing pages on homepage.
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Allow users to check availability within the page.
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Personalize content based on customer type/entry point.
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Reposition AT&T as a premium service using rich imagery and relevancy.
