Overview
To improve the AT&T's wireless buyflow experience, I led a series of impactful design enhancements informed by user testing and Voice of Customer (VoC) feedback. My primary focus was to help users make informed decisions by simplifying plan comparisons, improving discount applications, and streamlining add-on features—all while ensuring compliance with FCC mandates.
Challenges
- Plan Confusion: Users struggled to understand and compare plan features, which affected their ability to make informed decisions.
- Discount Accessibility: The process for applying signature and appreciation discounts was unintuitive, leading to missed opportunities for customers to benefit from these offerings.
- Add-On Complexity: Users faced challenges adding Turbo to their plans, reducing overall attach rates and affecting customer satisfaction.
Approach
- User-Centric Redesign: Leveraged user testing insights and VoC feedback to identify pain points in the plan selection and discount application processes.
- Cross-Functional Collaboration: Partnered with business stakeholders, the Standards team, and leadership to secure legal approval for redesigning plan comparison layouts to comply with FCC Broadband Facts mandates.
- Streamlined User Flow: Optimized the signature component for discount applications and enhanced the Turbo add-on feature to improve usability and accessibility.
Solution Highlights
- Plan Comparison Enhancements: Designed a clearer, user-friendly interface that highlighted key features of each plan, allowing users to easily compare and select the best option for their needs.
- Signature Component Redesign: Simplified the process for applying AT&T's Signature and Appreciation discounts, ensuring users could seamlessly take advantage of these benefits.
- Turbo Add-On Optimization: Enhanced the buyflow experience for adding Turbo, making it more intuitive and increasing customer adoption rates.
Results
The updated designs, launched recently, have already yielded measurable improvements:
- Signature Attach Rate: Increased from 2% to 10%.
- Turbo Attach Rate: Rose from 4% to 11%.
- Flow Progression Improvements:
- Add-a-Line Flow: Boosted progression to the Thank You page by 0.5%.
- Upgrade Flow: Achieved a 2.5% increase in progression.
Key Takeaways
This project showcased the power of data-driven design and cross-functional collaboration in solving user pain points while achieving business goals. By simplifying key processes and addressing user frustrations, I delivered a scalable, user-centered solution that enhanced the overall wireless shopping experience.
Feel free to reach out for a demo of this project to see how these improvements have transformed the user journey in AT&T’s wireless buyflow.