AT&T BUSINESS CENTER
This is the story of how the UX team worked directly with a multi-million dollar customer to address excessive clicks and load times. By creating the search function via the Action Driven Flow, we reduced clicks from 20 to 10, resulting in a staggering 767% increase in revenue for the digital channel.
CUSTOMER-CENTRIC EXPLORATION
Our team conducted a step-by-step walkthrough with the network administrators, noting the specific areas where bottlenecks occurred. We timed each action and noted the number of clicks required to complete tasks.
In this phase, our team engaged in a face-to-face meeting with network administrators to deeply understand the challenges they faced when managing AT&T VPN and AT&T Dedicated Internet circuits, including bandwidth capacity settings. We observed the cumbersome process of adding, removing, or editing IP addresses, which often involved excessive clicks and time-consuming navigation. Through this firsthand experience, we identified the pain points and frustrations that hindered their efficiency.
CONVERGENT & DIVERGENT
Using sticky notes and whiteboards, we conducted a rapid brainstorming exercise. Each team member suggested ways to reduce clicks and enhance the user experience. We then grouped and refined these ideas to form a preliminary set of concepts.
In response to the insights gained from the research phase, our team convened for a brainstorming session to generate innovative ideas for simplifying the process. We encouraged open dialogue and problem-solving, fostering an environment where every team member's perspective was valued.
COLLABORATIVE BRAINSTORMING
With conceptual ideas in hand, we embarked on the prototyping phase to visualize potential solutions. Our team created multiple prototypes that aimed to bring the desired capabilities closer to the network administrators, ensuring that the user interface was intuitive and efficient.
We developed interactive wireframes and digital mockups that showcased different user journeys. For instance, we designed a dashboard that displayed key network details and enabled quick access to editing functions. We tested these prototypes internally to identify strengths and weaknesses.
ITERATIVE REFINEMENT
To ensure our concepts resonated with both business and engineering teams, we subjected our prototypes to heuristic testing. This allowed us to refine our ideas based on usability principles and gather feedback from experts in both fields.
Business and engineering professionals evaluated our prototypes using established usability heuristics, offering insights into issues such as navigation clarity, button placement, and data presentation. Their feedback informed our iterative design process.
THE SEARCH EXPERIENCE
Collaborating with cross-functional team members was crucial to ensure a consistent search experience across the new business flow that did not disrupt other Business Center search functionality. Our design team worked closely with developers, business analysts, and user experience experts to align on the final design and functionality.
Regular meetings were held to discuss and evaluate the design's alignment with technical feasibility and business goals. Feedback from all stakeholders was collected and integrated, resulting in a shared vision for the updated user experience. The new experience was shared at the President level for approval and presented as the Innovation Initiative for the AT&T Business quarterly townhall.
SCALED AGILE FOR ENTERPRISE
With a clear design in place, we seamlessly integrated the new functionality into the AT&T Business Center across various sprints and program increments. Continuous iterations allowed us to address unforeseen challenges and optimize the user experience based on real-world usage.
Through this end-to-end process, our team successfully transformed the complex task of managing AT&T VPN and AT&T Dedicated Internet circuits into a streamlined and user-friendly experience.
INCREASED REVENUE
The Action Driven Flow search capabilities significantly reduced the number of clicks required for updates from 20 to 10, enhancing efficiency and Year-over-Year revenue for AVPN and ADI by a staggering 767% in the first quarter.
By adopting a customer-centric design approach and embracing continuous improvement, we not only addressed existing pain points but also paved the way for future feature enhancements with a repeatable and effective methodology.
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