At&T Business
Enhancing user engagement and lead generation through strategic UI/UX improvements.
As a Product Designer for the AT&T Business Fiber Page Revamp project, I spearheaded the design efforts to create a visually appealing and user-centric website, significantly enhancing user engagement and improving the client's lead generation rates. Working with a team at CGI, including a senior designer, stakeholders, and a content designer, we ensured the redesign adhered to AT&T's branding and visual design standards. The project involved detailed user research and a comprehensive audit of the existing page, which informed our strategy to optimize both desktop and mobile versions, providing a consistent and seamless user experience across all devices.
prototype
OVerview
Client
AT&T Business (through CGI)
role
UX/UI Designer
Duration
6 months/ 12 sprints
Goal
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Objective: To redesign the AT&T Business Fiber page to enhance visual appeal, improve user navigation, and streamline information to drive higher engagement and leads.
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Strategy: Conduct user research and an audit of the existing page to identify pain points, design user-centric solutions, and implement iterative improvements based on feedback.
Value
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Benefit: The redesigned page offers an improved user experience, better information presentation, and increased user engagement.
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Impact: Anticipated outcomes include higher user satisfaction, increased leads for sales agents, and improved overall site performance.
Product map
Process
STEP 1:
Conduct User Research and Gather
STEP 2:
Audit and Analysis
STEP 3:
Design and Prototype Solutions
STEP 4:
Implement and Test Iteratively
step 1
Conduct User Research and Gather
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Identified core issues and user needs through surveys and user testing.
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Analyzed visitor data, conversion rates, and engagement metrics for various sections of the site.
step 2
Audit and Analysis
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Conducted a detailed audit of the AT&T Business Fiber (ABF) page for both desktop and mobile versions.
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Compared live versions with prototypes to identify gaps and areas of improvement.
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Used heatmaps and click data to understand user interactions and behavior.
step 3
Design and Prototype Solutions
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Created visually appealing ads with enhanced color choices and a gift card element.
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Redesigned the tab design for speed cards with dynamic icons to help users compare different speeds.
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Developed the "Comparing Ideal Uses for AT&T Business Fiber Speed" chart to provide clear comparisons.
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Proposed new content layout including mini-sections for product availability and benefits.
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Designed a graphic that mimics a playable video for easier access to video content.
step 4
Implement and Test Iteratively
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Implemented design changes in sprints, allowing for iterative testing and feedback incorporation.
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Worked closely with development teams to ensure smooth implementation and integration of new designs.
Features
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Visually Appealing Ads:
Enhanced color choices and a gift card element to attract user attention.
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Redesigned Speed Cards:
Dynamic icons to help users compare different speeds effectively.
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Comparing Ideal Uses Chart:
Clear comparisons of speed options for informed decision-making.
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New Content Layout:
Mini-sections highlighting product availability and benefits.
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Playable Video Graphic:
Designed to guide users to a modal for video viewing due to site limitations.
guiding principles
Potential obstacles
measuring success
Principles
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Dedication to simplicity
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A human-first approach
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Prioritization of high-value activities
Methodology
User-centered design, iterative testing, and feedback loops.
Challenges
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Integrating new designs with existing systems
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Ensuring content accuracy and clarity
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Balancing user needs with technical constraints
Solutions
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Close collaboration with development teams
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Rigorous testing phases
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Clear communication and documentation
metrics
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User engagement rates
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Lead generation improvements
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User satisfaction scores
feedback
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Positive user testimonials
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Increased user interaction with key site features
User personas
small businesses
Example: Owner of a local retail store
Needs: Reliable and cost-effective internet service to support online sales, POS systems, and customer Wi-Fi.
LArge businesses
Example: IT Manager at a mid-sized marketing firm
Needs: High-speed, reliable internet to support multiple employees, video conferencing, and data-heavy applications.
Business goal
To enhance user engagement and lead generation, ultimately improving conversion rates and user satisfaction while adhering to AT&T's branding and visual design standards.
design
Reward Card Offer
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Description: Featured a reward card offer prominently to attract user attention.
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Impact: This provides a clear incentive for users to sign up for AT&T Business Fiber, driving conversions by offering a tangible benefit that encourages completing the sign-up process.
Speed Option Details with Interactive Elements
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Description: Redesigned speed option details with interactive tabs and dynamic icons that change as users explore different speeds.
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Impact: This enhances interactivity and makes it easier for users to compare and choose the best plan, encouraging longer page visits and higher interaction rates.
Comparing Ideal Uses Chart
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Description: Introduced a detailed comparison chart for ideal uses of different AT&T Business Fiber speeds.
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Impact: This helps users quickly identify the best fiber speed for their needs, improving decision-making and boosting conversion rates by reducing friction in the buying process.
Availability Check and Promotional Video
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Description: Added a section to check the availability of AT&T Business Fiber in 40+ states, along with a promotional video explaining the benefits.
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Impact: This provides users with essential information and an engaging overview, aiding faster decision-making and increasing user engagement, potentially leading to more leads for AT&T.
impact
Outcome
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The project is expected to significantly improve site usability and user engagement, leading to higher lead generation and user satisfaction.
Learnings
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Key learnings include the importance of user feedback, the need for iterative testing, and the benefits of a user-centered design approach.