AT&T

Fiber Internet Shop & Purchase Experience Design

Problem Statement

Fiber internet is one of the most popular services that AT&T provides to its customers. However, not all the customers are eligible for this service and there are multiple customer touch points that make the shop and purchase experience complicated in many cases.

Design Goal

Designing a unified omnichannel shop and purchase experience for fiber customers that empower customers in the purchase process and make the experience seamless across channels.

 
 

Overview

My Role

  • UX Designer

Timeline

Jan - March 2022

Background

AT&T Fiber internet includes high-speed symmetrical internet offerings that provide more options to customers than traditional internet services. On the other hand, customers can start their shop experience anywhere from online search to visiting an AT&T store or calling a customer care. These variations of approaches require having a solid shop and purchase experience design in place to make sure that the customer satisfaction is high.

Approach

This project was 12 weeks of design effort to start building an omnichannel experience. Design is driven by research insights from stakeholder and customer interviews using Figma prototypes and collaboration boards. 

Company

AT&T

Outcome

The outcome of this project was an omnichannel service map and a prototype for an online experience that sets a baseline for the experience on the other channels that customers might go through to shop and purchase fiber internet.

 

Customer Types

Existing customers with copper internet

These existing customers are on our legacy copper networks (DSL) that will be sunset within the next few years. It’s imperative that we migrate them to fiber, which is much more reliable and better supports today’s internet needs.

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Existing fiber customers

These existing fiber customers (on the old or new stack) are interested in changing their speed, often to take advantage of new, higher speeds. We need to make it easy to choose a new speed and make the switch.

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New customers

For these customers, AT&T Fiber is the start of our relationship. We need to build on their momentum and share all the value that AT&T Fiber has to offer.

The other framework that I used in this project to conclude the research findings, was to map the current state of the user journey for donating activities.

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To synthesize research insights into a usable document for the design stage, we created a user persona so that all team members can empathize with real users and have an understanding of their needs, challenges, and goals in the donation process. 

Design

To start generating ideas for this experience, we came up with 3 donating scenarios that our persona might experience:

Lo-Fi Design

I started working on a wireframing and low fidelity prototype based on the information architecture and ideas that I had from the ideation process. Here are some of the screens that I made and used for the user testing session.

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User Testing

For user testing of the low fidelity prototype, we decided to go with the RITE method and iterate on the prototype after each 3 user testing sessions. Overall we tested the prototype with 11 users and iterated it 3 times.

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Hi-Fi Design

For designing high-fidelity interfaces, I defined a design system consisting of colors, fonts, and dimensions of elements that should be consistent on all screens. Considering principles of accessibility and inclusive design was a top priority in making decisions in this section.

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Colors

The dominant color of this app is the mint color that is a combination of green and blue that are psychologically associated with generosity

Font

The readability of the font was the main criteria in selecting a typeface. Proxima Nova is a modern sans-serif font that has a friendly appearance

Buttons

Ease of detection and interaction were the main reasons for deciding about the dimension of Buttons

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Success Metrics

Though measuring  success at the time of designing the prototype is not possible, I think the following KPIs can measure the success of UX design when the product is launched:

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Reflection

Like every other project, when this one finished I thought about the things that I could do better and the next steps that I consider as the right next steps. Some of them are reflected here.

  • I found out that I need to do better at making sure that I’m keeping track of all the research findings and constantly going back and referring to those findings.

  • Testing my Hi-fi prototype with users is a remaining part of this project that can make me sure about the use of colors and fonts or it can change my mind!

  • And the last thing is that this design focuses mainly on designing an experience for people who want to donate. We didn’t work on the people who want to claim a need or start a fundraising cause. 

Research

  • Secondary research and competitive analysis

  • Survey about generous behaviors with over 200 responses

  • Interview with 12 survey respondents for a deep understanding of the reasons behind their actions

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This project started with a research phase consisting of the following parts:​