myAT&T Overview Responsive Redesign
Creative oversight | Content strategy | Personalization strategy
Our sites/apps were all disparate experiences. Mobile/desktop web, and native apps were inconsistent visually and hierarchically, and each seperate experiences on the back-end.
COPE. Create Once Publish Everywhere. Or get as close to that north star as possible through thoughtful responsive design of primary digital properties.
What did success look like?
Streamline the customer experience. An en vogue “Cards-based design” strategy and component creation was applied and navigation was updated resulting in an eventual 10-point improvement in customer satisfaction.
While we didn’t achieve COPE for our entire digital experience, we were able to build once and publish the desktop and mobile web, and our native app experience redesigns for our myAT&T Account Overview screen, which is the key entry point for authenticated account management.
We present our users with the most used tasks on the account overview upon login. Feedback from multiple user studies, voice of the customer feedback, and web analytics emphasize paying their bill and viewing data use as the main reasons customers visit myAT&T. The cards were designed around the knowledge that custoemrs are looking for quick information in summary form and will interact with the card or scroll if they need more details.
At the time, we were also undertaking a significant CMS migration, moving much of the myAT&T self-service experience from TeamSite to Adobe Experience Manager. The Account Overview was the first to migrate and the rest of the myAT&T application followed over the course of the next 12 or so months.