Client: AT&T is an American telco that provides service to more than 200 million customers

Account &
Support

Account &
Support

AT&T

Jan 22: AT&T was looking for personalization strategy that connected all corners of ATT.com

Research found that American telco customers named "lack of trust/transparency" as their number one gripe with AT&T and other industry players. To address this head-on AT&T looked to us to lead the charge and champion a new industry standard in customer support and transparency.

The Challenge

Over the course of 8 sprints, our team built and user tested in quick succession to deliver an experience that customers could be proud of.

Using design patterns established by AT&T teams, we enhanced existing components to form new experiences in the account domain, as well as creating new ones.

The Process

"This is exactly what I expect from a service provider. When is my account going to look like this?!"

The Outcomes

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

"…when users find it difficult or impossible to manage Accounts & Self-Service features the consequences can be severe, both for users and for sites, as negative experiences in Self-Service Accounts can lead to lasting brand damage. Our quantitative study of 800+ US adults finds that 12% would never purchase from a particular e-commerce site again, while 11% would be unlikely to do so — solely due to a negative return experience."

"…when users find it difficult or impossible to manage Accounts & Self-Service features the consequences can be severe, both for users and for sites, as negative experiences in Self-Service Accounts can lead to lasting brand damage. Our quantitative study of 800+ US adults finds that 12% would never purchase from a particular e-commerce site again, while 11% would be unlikely to do so — solely due to a negative return experience."

Research by Baymard Institute found:

Research by Baymard Institute found:

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

CLIENT: AT&T

CLIENT: AT&T

CLIENT: AT&T

CLIENT: AT&T

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

CLIENT: AT&T

ROLE: LEAD UX DESIGNER

Research

Research

Deliverables

User Sessions

User Sessions

Prototypes

The Work

  • Customers could now view and engage with a comprehensive history of their support interactions and billing history...all in one view

  • Support items were contextual to the page the user was on

  • Proactive to users needs

  • Chat was dynamically integrated into the account area so that users could follow up on any pressing issues with a support agent they knew by name, creating a lasting personal connection to the brand

The majority of testing participants were elated by the depth and breadth of information available to them. The innovative approach to case resolution and support interventions being highlights.